Here are some tips on writing text for sponsored links.

• Since these sponsored links are so cheap, you have the latitude to try some different versions of your text. See what's effective for you. At the same time, don't forget you can change your link text if it's not working. Freshen up your text every once in a while with a new sponsored link using different wording, details, and such.

• Create multiple ads and see which one(s) works the best for you. Even the most savvy advertising pros experiment with different ads to find what works and what doesn't.

• Word your link text in a level-headed manner. "Don't use copy that is hype-filled. Clever word play doesn't work. Precise targeting and an attractive offer does work" (Andrew Goodman).

• "Communicate clearly with shorthand descriptors that a child could understand, like 'easy,' 'quick,' 'powerful,' etc. - rather than jargon like 'build modules with DMOTL functionality'" (Andrew Goodman).

• If you're selling merchandise on your site, rather than touting your site with vagueties ("Aikido merchandise for all aikidoka"), provide a specific product interest. "In a recent nationwide Internet poll, 89 percent of users identified product interest as the primary motivator in terms of ad click-throughs" (Todd Kellner).

• Does your ad present a well-focused idea? What is your link about? A specific seminar? Your dojo's new T-shirt? Your collection of aikido DVDs and videos? Focused messages generate the best responses.

• Use your ad as an introduction only; do not try to tell the reader everything there is to know about your site. Save this for your follow-up material or your conversation once the customer comes in to the gallery.

• Make it clear why they should click through to your website. The purpose of a sponsored link is not to portray your company or service in the best possible light, rather it is to get people to click on a link where you can portray your company any way you like.

• Look at other text and banner ads for inspiration. It should come as no surprise that ads that have stuck in your mind will also strike a similar feeling with potential customers. Copy what works (within the limits of copyright law, of course) instead of trying to re-invent the wheel.