Search BUSINESS TIMES ONLINE SPECIAL REPORTS The sites such as Google, Miva (formerly Espotting) and Overture (part of Yahoo!) do offer an excellent proposition, place adverts for free on the keywords you want and are only paid when someone actually clicks on to your website. You should be then able to tailor how much you are willing to pay by your "conversion rate", the percentage of people that make a purchase when they visit your website. The problem with advertising on a pay-per-click basis is that you actually have to pay when someone clicks, not just when they make a transaction. Some clicks can cost upwards of £8 if you are using keywords such as "loans", "casinos" and other high value terms. Therefore, you need to ensure that your conversion rate is high to ensure that you are not just throwing money down the drain. Some users wil

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