"Sell the sizzle not the steak" is an adage common among sales people and marketers. It was coined by Elmer Wheeler in his book "Tested Sentences that Sell". Creating the next best sizzle has then become an obsession amongst marketers. You find a campaign commended for the heads it turns, but the question rarely answered satisfactorily is, how many turned heads could be developed into interest and a consequent sale?

Online, you cannot hide behind a great attention grabber that does not convert to sales.

When the Nobel Prize winner Charles Townes had his epiphany one spring morning of 1951; for an invention his colleagues would later tease him of being irrelevant, he had absolutely had no idea it would improve businesses in a medium that was yet to be even created, the internet.

His invention of the laser, which is an acronym of "light amplification by stimulated emissions of radiation", is known for among other things creating precision.

An estimated 350 million searches are conducted daily. And this does not even include non English searches. These searches are the life blood of most of the revenue earned online; from multiplied millions earned by Google and CNN to few thousands by affiliate websites and personal blogs.

SE consists of an array of complex software programs running in hundreds of servers with the sole intention of organizing all the information on the web for you.

Last week we looked at CTR (Click Thought Rate) that introduced competition in bidding beyond money. This was Google's first of the two revolutions to the PPC concept through Adword, Google's PPC department.

The second revolution has to do with what is technically referred to as "impressions". Impressions are the number of times a PPC advert is displayed on a webpage.

You have less than five seconds to capture the interest of your visitor. Unlike face to face sales where a prospect will stand poor salesmanship for etiquette sake, online the back button beckons. It is said people do not get bored in print. If a page does not deserve their attention they just flip over. Online, they click the back button; alternatively they go to the next link.