"Pay Per Click (PPC) keywords are words which advertisers attach significant importance to in terms of capturing search engine traffic. They are keywords that reflect their line of business sufficiently well that they are willing to pay a content provider to acquire traffic for them." - the Keyword Cracker

There are, of course, two sides to this. The first is that the advertiser must choose adequate (and not misleading) keywords to represent their advertisment.

The flip side to this is that the content creator must be careful to provide content that can also be described using some, or all, of those keywords.

These two aspects come together in the process of flipping pay per click keywords traffic:

• The content creator builds content around keywords that are valuable to the advertiser;
• The content creator attracts traffic using search engine optimization (SEO) techniques;
• The resulting webpage displays content that triggers the high-paying adverts;
• The content creator is paid for each click that they generate.

This is only one way in which it is possible to make money with pay per click keywords.

Many techniques for making money with PPC involve the art of flipping. For example, it is possible to flip webpage traffic simply by making sure that the cost of acquisition is lower than the revenue that it generates.

(See the Traffic Acquisition blog for more about this approach.)

The following is taken from the point of view of a content creator that will be using PPC keywords to attract traffic, which is then flipped against something with a higher intrinsic value.

If a content creator plans to promote an eBook (for example, the Keyword Cracker), and receives a 50% affiliate payment for each one sold, it is easy to work out what the break even point should be.

Assuming that the conversion rate is 5% (5 in 100 buy the product), and that each sale generates $18 for the affiliate, then each visit is likely to be 'worth' around 90c - 5% of $18.

Paying more than this per visitor will result in a negative flip. In other words, the cost of traffic acquisition will be more than the likely return. On the other hand, if the affiliate can pay 25 - 50 cents per visitor, they will make a healthy profit.

So, let us assume that the content creator also creates an advert, in the AdWords system, that is associated with keywords that they bid around 50 cents for, per visitor.

These adverts are run on AdSense publisher's web sites. Each time the advert is clicked, a visitor is sent to the content creator's affiliate web site. The content creator is charged 50 cents for each of these clicks (actions).

If 5 in each 100 buy the product, the affiliate makes $90 in sales, but has only paid $50 in advertising costs. This is a return of almost 50% - much more than you would get in a bank, and more than the usual ROI threshold.

Anything of value can be flipped against using PPC keywords and suitable advertising to attract paying customers.