The advantages and disadvantages of PPC - Wanda Rawlins Online

When compared to other forms of promoting or advertising your business, Pay Per Click advertising (sometimes known as Cost Per Click or CPC) has many advantages over using ?free? advertising mediums like writing and publishing articles.

? Using PPC to promote or advertise your business is an extremely quick way of getting your marketing message live and out there on the net. In many cases, your adverts can be online and viewed within an hour of creating them.
? Pay Per Click advertising enables you to extend your market reach. Although you may be able to get pages of your website featured in the natural organic search results, doing so takes some time and is something of a lottery, whereas using PPC guarantees that your advert will appear on appropriate search results pages and websites.
? The traffic that you bring to your website from PPC advertising is targeted, prequalified traffic. Because your advert has been shown only to people who have already expressed a degree of interest in the product or service that you?re offering by using a specific search term, the chances of them taking the action that you want them to take when they land on your site is significantly increased. Consequently, the conversion rate from PPC advertising is likely to be considerably better than it would be using free advertising resources like article marketing.
? PPC advertising programs usually offer the ability to track the performance of the adverts that you place using that particular system. It is therefore considerably easier to calculate such important factors as conversion rates (the number of people who do what you want them to do), the acquisition cost of each visitor and your return on investment (ROI). Because most PPC systems offer this information, you are able to improve your advertising and your subsequent results, which will ultimately improve the profitability of your business.
? If you want individual pages of your website to appear high up the search results page in the natural search results (those on the left-hand side of the search page), you have to optimize your site for the search engines. If you are using PPC advertising, there is no need to worry about search engine optimization although it is obviously a very sensible idea to make sure that your site is optimized too.

? Search engine optimization strategies take time and effort to learn and implement. Using PPC advertising, you can bypass this learning process to get your promotional materials live almost instantly.

? You have complete control over your advertising campaign. This is particularly appropriate if, for example, you are promoting a product or service that has relatively temporary appeal or is seasonal. For instance, you would not want to be promoting a Christmas related product in the middle of August and PPC advertising fits in very well with this idea because you can turn it on and off as you want.
? You choose whether you want to advertise only on the search results pages, or whether you want your advertising to appear on websites and blogs in your niche as well. If you do, it is even possible to target specific high traffic sites on which you want your advertising to be placed, thereby almost guaranteeing a healthy flow of traffic from these adverts. At the same time, because as a general rule, you should bid lower for content network advertising (i.e. ads on individual sites), this traffic is often extremely cost-effective.
Alongside these advantages, there are a couple of disadvantages but in truth, the upsides of using PPC advertising far outweighs the downside.
The most obvious disadvantage of using PPC advertising is that it costs money to do so.

There is also the factor that whilst most of the individual clicks on your adverts are likely to be genuine, there will be a certain amount of ?wastage? caused by clicks from people who are not really interested in what you have to offer, competitors or even just people who think it is funny to waste your money.
Furthermore, using PPC only works for as long as you are willing and/or able to continue paying for your advertising. As soon as you stop paying, your advertising also stops.
Less obviously, if you are using the most popular PPC advertising program on the net, which is Google AdWords, you need to do some work to make sure that your advertising efforts fit in with what Google want you to do.
If you create adverts in the way that Google wants you to, your cost per click will be minimized whereas the opposite is also true. If you do not create ads the Google way, the cost per click is likely to be multiplied several times over.
Nevertheless, apart from the fact that using PPC advertising costs money, it is by far and away the most effective strategy for maximizing the number of people who are introduced to your opportunity or offer.

?

Related Posts: PPC Basics

About Wanda Rawlins

Wanda runs My Business Notebook Learning Center for Newbie Internet Marketers or advanced marketers. My passion is to help as many people as I can without the struggles, I help to lesson the learning curve of running a business online without having the commute.

Technorati Tags: advertising, Business, free advertising, market reach, paid advertising, paid traffic, ppc, promoting, results, targeted, traffic

About Wanda Rawlins

Wanda runs My Business Notebook Learning Center for Newbie Internet Marketers or advanced marketers. My passion is to help as many people as I can without the struggles, I help to lesson the learning curve of running a business online without having the commute.

Source: http://www.wandarawlins.com/the-advantages-and-disadvantages-of-ppc/

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La. watches weather as crews move explosives

AAA??Dec. 4, 2012?8:52 AM ET
La. watches weather as crews move explosives
AP

This aerial photo provided by the Louisiana State Police shows part of the smokeless explosive powder improperly stored outside Explo Systems Inc., a munitions dismantling facility at Camp Minden at Doyline, La. Police moved millions of pounds of explosives Monday that had been haphazardly stashed in warehouses in Louisiana, prompting hundreds to evacuate from harm's way in case any of it exploded. About half the 800 residents in nearby Doyline, about 40 miles south of the Arkansas line, heeded state police warnings to evacuate until the stash could be divided into smaller quantities. (AP Photo/Louisiana State Police via The ( Shreveport ) Times)

This aerial photo provided by the Louisiana State Police shows part of the smokeless explosive powder improperly stored outside Explo Systems Inc., a munitions dismantling facility at Camp Minden at Doyline, La. Police moved millions of pounds of explosives Monday that had been haphazardly stashed in warehouses in Louisiana, prompting hundreds to evacuate from harm's way in case any of it exploded. About half the 800 residents in nearby Doyline, about 40 miles south of the Arkansas line, heeded state police warnings to evacuate until the stash could be divided into smaller quantities. (AP Photo/Louisiana State Police via The ( Shreveport ) Times)

Frank Peetz stands near Sassy and Precious while camping at Lake Bistineau State Park Saturday Dec. 1, 2012 in Doyline, La. Authorities have begun moving 1 million pounds of improperly stored explosive powder to storage bunkers at the Camp Minden industrial site. State investigators found the explosives while inspecting property leased by Explo Systems, where an above-ground storage magazine exploded in October. (AP Photo/The Shreveport Times, Jim Hudelson) MAGS OUT; MANDATORY CREDIT SHREVEPORTTIMES.COM; NO SALES

Law enforcement personnel stand at a roadblock along Hwy 163 just south of Doyline, La., Saturday Dec. 1, 2012. Authorities have begun moving 1 million pounds of improperly stored explosive powder to storage bunkers at the Camp Minden industrial site. State investigators found the explosives while inspecting property leased by Explo Systems, where an above-ground storage magazine exploded in October. (AP Photo/The Shreveport Times, Jim Hudelson) MAGS OUT; MANDATORY CREDIT SHREVEPORTTIMES.COM; NO SALES

Diego Reyes, 5, plays outside of a cabin at the Methodist Camp on Caney Lake in Minden, La., Saturday Dec. 1, 2012. Authorities have begun moving 1 million pounds of improperly stored explosive powder to storage bunkers at the Camp Minden industrial site. State investigators found the explosives while inspecting property leased by Explo Systems, where an above-ground storage magazine exploded in October. (AP Photo/The Shreveport Times, Jim Hudelson) MAGS OUT; MANDATORY CREDIT SHREVEPORTTIMES.COM; NO SALES

Law enforcement personnel stand at a roadblock along Hwy 163 just south of Doyline, La., Saturday Dec. 1, 2012. Authorities have begun moving 1 million pounds of improperly stored explosive powder to storage bunkers at the Camp Minden industrial site. State investigators found the explosives while inspecting property leased by Explo Systems, where an above-ground storage magazine exploded in October. (AP Photo/The Shreveport Times, Jim Hudelson) MAGS OUT; MANDATORY CREDIT SHREVEPORTTIMES.COM; NO SALES

(AP) ? Authorities are keeping a close eye on the weather and watching for lightning as they work to secure 6 million pounds of explosives at a former ammunition plant in northwest Louisiana.

State police spokeswoman Lt. Julie Lewis says crews will suspend efforts to relocate the M6 propellant into bunkers if lightning is spotted within five miles of the site.

The National Weather Service forecast says the chance for rain Tuesday is 60 percent and isolated thunderstorms are possible.

Discovery of the improperly stored material at the Camp Minden industrial site led to evacuation of the nearby town of Doyline (doy LEEN') and prompted a criminal investigation of Explo Systems Inc.

As of Monday, crews had segregated or safely stored 1.2 million pounds.

Explo has not publicly commented on the investigation.

Associated Press
News Topics: General news, Corporate investigations, Criminal investigations, Ammunition manufacturing, Corporate legal affairs, Corporate news, Business, Law and order, Crime, Weapons manufacturing, Aerospace and defense, Industrial products and services, Industries

Source: http://hosted2.ap.org/APDEFAULT/386c25518f464186bf7a2ac026580ce7/Article_2012-12-04-Explosives%20Investigation/id-91e05f90ae884853b725c1833fe94ad9

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Before You Purchase Real Estate Look At This! | My Six Strings Blog

Buying real estate property can nonetheless be a smart investment, even during a market that has considered a transform for the more serious. But the fact that several properties are experiencing a tough time promoting, can be a great deal for that probable shopper. This informative article will help you evaluate if now would be an excellent time to acquire.

Avoid the open home scenario it may effortlessly reel you in and make you forget about potential problems with all the residence. Going to a quite small nice package using a staged home may well attract your attention far from such things as water damage or aged electrical wiring. Maintain an ever watchful eyes when browsing components.

Purchasing a property by using a pool is not just as much of an investment since it once was. A home having a pool area is a lot more for your personal enjoyment than the usual long term expense. Protection issues really are a cause of worry by using a swimming pool, and you will get rid of a lot of potential customers when your property has a pool area.

When you make a deal to get a property, take into account offering much more ?main point here? money but request the customer to cover a number of your costs or put in an insurance coverage contract. Simply because your offer you appears to be better for the owner so they are prone to take it nonetheless, you still save money.

Acquire house loan financing, have a look at home insurance and determine your moving time period ahead of looking for a property for obtain and generating a deal to the owner. Your wager is infinitely more pleasing to sellers if these problems have promises back then you will be making an offer. Contingencies which can be uncertain can affect whether your supply is acknowledged or rejected.

Request your real estate agent if they are a real estate agent or even a real estate agent. A real estate professional has already established a lot more education and learning than a real estate agent, however a real estate agent could possibly have a lot more expertise. Generally in most states, real estate brokers work for the realtor having the certificate. Both can assist you locate a property, but you could favor one particular within the other.

When buying real estate and performing a walk via of your home you want to look at, allow yourself an excellent 15 to thirty minutes to experience a whole assessment of the home. When you get a great feel in the residence but do not have enough time to obtain a very good examination schedule a time that you could walk back by means of exactly where you will get time to notice the little details that you might have neglected.

Be aware of renters rent. When selecting a lease residence with existing tenants, generally request the owner to certify in creating that he/she has not manufactured any contracts with the pre-existing tenants that may have an impact on your responsibilities. By way of example, in the event the seller assured a no cost month?s rent using a lease revival you have to know. In case you are not aware of these agreements, you will be not required to honor them. Nonetheless, if you intend to maintain the identical renters it is vital that you recognition any agreements and element your charges in the acquire deal.

As stated at the beginning of the write-up, acquiring real-estate may still be a good deal. The main thing would be to make use of the more than saturated market and find the best get. By using the info in this post and carefully thinking about it, you can make a fantastic buy.

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Fast Cash Personal Loan: Instant Cash When You Need It

You have limited expenses because your sources of income are limited. You try to keep your expenses in budget so that you will not have to pass through fiscal problems. But what can you do to unforeseen emergencies that crop up before you without any previous information. Emergencies like medical bills, sudden broke down of car, home renovation and pending bills mar your monthly budget and you need extra cash in the middle of the month. Since, these are fiscal emergencies that require instant cash so from where you will get this instant cash? The news that you will get instant cash in just few hours from the lenders of fast cash personal loan can bring a smile on your face. Yes, this is right place to get finance online in your checking account on the very same day of applying.

Getting finance fast is possible from the lenders of fast cash personal loan as guaranteed personal loans are free from credit check, faxing and excessive paperwork. Hence, all those customers who even have bad credit score including arrears, missed payments, CCJs, IVA and bankruptcy can apply for these loans. Moreover, there is no compulsion to offer collateral. Thus, the candidates who are tenant also may apply for described loans. Being available without any security there is no paperwork. Faxing of documents is also not required. Being free from all such time consuming procedures you get hassle free and instant cash that is electronically deposited into your checking account on the very same day of applying.

Fast cash personal loan is short term and unsecured loan you get finance up to $1500 for the repayment period of 2 to 4 weeks. Being short term and unsecured loans interest rates are high. There are several loan lenders online who offer fast cash personal loan on reasonable interest rates. To find the right loan lender compare interest rates of various loan lenders that will help you getting finance on reasonable interest rates. Also, read terms and condition to qualify for these loans. Terms and conditions decide whether you are eligible to apply for the loans or not.

To get ?n online guaranteed personal loans fast and easily visit your bad credit loans at- http://www.real-personal-loans.com

Source: http://www.briefingwire.com/pr/fast-cash-personal-loan-instant-cash-when-you-need-it

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PFT: Dockett reportedly spat in teammate's face

Chiefs Belcher FootballAP

Police reports from the shooting of Kasandra Perkins and the suicide of Chiefs linebacker Jovan Belcher shined light on a relationship that was turbulent enough that the team was trying to counsel him long before last Saturday?s incident.

According to an in-depth report by Christine Vendel of the Kansas City Star, Belcher leaned over his dead girlfriend?s body seconds after he shot her, kissed her on the forehead and said he was sorry, before driving to the Chiefs facility where he?d kill himself in front of team officials.

Belcher?s mother, who was there to watch the couple?s 3-month old daughter and was in the kitchen when her son shot his girlfriend, apparently witnessed his goodbye to the woman he just killed.

That detail was among the troubling revelations about a relationship that had more problems than previously realized. According to Kansas City Police Sgt. Richard Sharp, the team knew about their issues and was ?bending over backward? to help.

Apparently arguments over their relationship and financial issues boiled over Saturday morning, when they argued over Perkins staying out late after a concert. Belcher then apparently went out, eventually falling asleep in his car. Police officers sent him home after deeming him safe to drive, at which point the argument escalated.

According to police reports, Belcher?s mother heard him said something along the lines of ?You can?t talk to me like that!? just before the gunfire.

That?s when he drove to the Chiefs facility and was met by general manager Scott Pioli. The report said Belcher stepped out of his car with a gun pointed at his head and said: ?I did it. I killed her.?

When head coach Romeo Crennel and linebackers coach Gary Gibbs arrived, Belcher reportedly said, ?Guys, I have to do this,? before stepping away.

?I was trying to get him to understand that life is not over,? Crennel told The Star. ?He still has a chance and let?s get this worked out.??

But when police sirens were heard, Belcher stepped away saying ?I got to go. I can?t be here,? before kneeling behind a car, making the sign of the cross across his chest and shooting himself in the head.

?He cared about her,? Sharp said. ?I don?t think he could live with himself.?

While the details of the police investigation can fill in some of the gaps of information, what happened Saturday morning may never be truly understood, and the pain may never recede from those who were close by when the tragedy unfolded.

Source: http://profootballtalk.nbcsports.com/2012/12/03/source-dockett-spat-in-rhodes-face/related

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Stocks edge higher as budget talks continue

NEW YORK (AP) ? Stocks edged higher on Wall Street in early trading Tuesday as budget talks continued in Washington.

The Dow Jones industrial average rose 31 points to of 12,996 as of 9:49 a.m. Eastern. The Standard and Poor's 500 was up one point to 1,410. The Nasdaq composite was down four points at 2,998.

Investors are still waiting on developments from Washington on budget talks to avoid the "fiscal cliff," a series of sharp government spending cuts and tax increases scheduled to start Jan. 1 unless an agreement is reached to cut the budget deficit. The measures, if implemented, could push the U.S. into recession, economists say.

Republicans, led by House Speaker John Boehner, have balked at President Barack Obama's proposal of $1.6 trillion in higher taxes over a decade, a possible extension of the temporary Social Security payroll tax cut and heightened presidential power to raise the national debt limit. The GOP on Monday proposed its own 10-year blueprint to President Barack Obama that calls for increasing the eligibility age for Medicare and lowering cost-of-living hikes for Social Security benefits.

The yield on the 10-year Treasury note was unchanged at 1.62 percent.

Among stocks making big moves;

?Big Lots gained $2.10 to $30.13 after the discount retailer reported a loss that wasn't as bad as analysts had forecast. The company also raised its full-year earnings forecast.

?Darden Restaurants fell $4.42 to $48.01 after the owner of the Olive Garden, Red Lobster and LongHorn Steakhouse restaurant chains revised its earnings outlook for fiscal 2013.

?Pep Boys fell $1 to $9.68 after posting a loss on weak sales at the company's auto stores and reporting rising costs.

Source: http://news.yahoo.com/stocks-edge-higher-budget-talks-continue-150014257--finance.html

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Genetic data shows that skin cancer risk includes more than UV ...

? Skin Cancer news ? Dec 04, 2012

t?s common knowledge that excessive UV exposure from sunlight raises your chances for skin cancer, but predicting whether someone will actually develop skin cancer remains difficult. In a new research report, scientists from the University of Alabama at Birmingham (UAB) and the University of Wisconsin?Madison show that the risk for skin cancer involves numerous genetic factors including family history, ethnicity, and genetic variations specific to each individual. Using these factors, the researchers developed a more precise model for assessing risk, which is published in the December 2012 issue of the journal Genetics.

?We hope this study will ultimately contribute toward a better understanding of the genetics of complex traits and diseases,? said Ana In?s V?zquez, PhD, lead author of the study from UAB?s Department of Biostatistics. ?Such an understanding is essential for the development of methods that can be used for early and improved prediction of genetic predisposition to diseases.?

To make this discovery, the scientists used phenotypic and genetic information from more than 5,000 familial participants in the Framingham Heart Study to develop various models for assessing skin cancer risk. The researchers? most basic risk evaluation model included standard risk factors such as sex. Additional predictive models were developed by adding information on family history, ethnicity, and data from 41,000 genetic markers across the human genome. The predictive power of each model was evaluated, with the best prediction accuracy obtained from models that include all predictive risk factors - those standard risk factors plus family history, ethnicity and genetic markers.

?Although there is no doubt that sun exposure increases your risk for skin cancer,? said Mark Johnston, Editor-in-Chief of the journal Genetics, ?it isn?t clear how much of a risk it poses to each individual. This new model for assessing risk should prove useful to health care providers and public health officials, who play a crucial role in educating people about preventing skin cancer.?

CITATION: Ana I. Vazquez, Gustavo de los Campos, Yann C. Klimentidis, Guilherme J. M. Rosa, Daniel Gianola, Nengjun Yi, and David B. Allison
A Comprehensive Genetic Approach for Improving Prediction of Skin Cancer Risk in Humans
Genetics December 2012 192:1493-1502

FUNDING: The authors acknowledge NIH grants R01GM077490, R01GM099992, R01GM101219 the Kraft grant, as well as the Wisconsin Agriculture Experiment Station for their financial support.

ABOUT GENETICS: Since 1916, Genetics has covered high quality, original research on a range of topics bearing on inheritance, including population and evolutionary genetics, complex traits, developmental and behavioral genetics, cellular genetics, gene expression, genome integrity and transmission, and genome and systems biology. Genetics, a peer-reviewed, peer-edited journal of the Genetics Society of America is one of the world?s most cited journals in genetics and heredity.

ABOUT GSA: Founded in 1931, the Genetics Society of America (GSA) is the professional membership organization for scientific researchers, educators, bioengineers, bioinformaticians and others interested in the field of genetics. Its nearly 5,000 members work to advance knowledge in the basic mechanisms of inheritance, from the molecular to the population level. The GSA is dedicated to promoting research in genetics and to facilitating communication among geneticists worldwide through its conferences, including the biennial conference on Model Organisms to Human Biology, an interdisciplinary meeting on current and cutting edge topics in genetics research, as well as annual and biennial meetings that focus on the genetics of particular organisms, including C. elegans, Drosophila, fungi, mice, yeast, and zebrafish. GSA publishes Genetics, a leading journal in the field and an online, open-access journal, G3: Genes|Genomes|Genetics.

###

Phyllis Edelman
301-634-7302
Genetics Society of America

Provided by ArmMed Media


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Fitness Book Review: Cooking Well: Multiple Sclerosis: Over 75 ...

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Offbeat Travel And Tourism Destinations In India

The country of India is vast, with a diverse set of geographical regions and cultures ready for exploring. With such a huge percentage of India being considered rural; there are destinations, sights and centuries old culture waiting for the more adventurous traveler. Whether you are looking for a high adventure, a cultural experience or a city adventure there is something for every type of independent traveler to try in India. The following are some of exciting places to visit within India that you might never have heard of before.

Head to the peaceful Kerala territory where anyone can enjoy the beauty and serenity of the country. Houseboats, elephant rides, pristine hiking conditions and wildlife excursions can all be arranged in the land known as God's country and viewed as magical by locals and visitors. Considered just as pristine, but offering an entirely different type of natural vacation is the Himachal area deep in the Himalayan Mountain range. Incredible landscapes and breathtaking views can be seen, in person, in this overlooked corner of India. There are plenty of ways to reach this area within the country and trips can last from a single day trip to week long retreats.

India is known for its beautiful architecture and buildings, but there are some destinations that are not as well known. The palace at Lucknow, known as the Gravity Defying Palace, is one of those spots that every person in India should see. This eighteenth century palace is known for its maze-like characteristics and blended architectural styles. Another equally impressive, but hard to reach architectural destination, is the Phuktal Monastery in the Zanskar Valley. Perched on the ledge of a steep mountain, Phuktal is reminiscent of mountain villages of old, abandoned and left in ruins in other parts of the world. Which such a gem still thriving in your country, it only makes sense to see the beauty and wonder that is Phuktal.

If you enjoy history, there is a rich amount of history within India, both in the big cities and in the countryside. Orccha is a historical gem that has been overlooked by the outside world for a long time, being a seasonal destination for most of its existence. Marked by a palatial fort and a ninth century temple, Orccha is a playground for everyone that craves a peek into the past. With this out of the spotlight destination, as well as the others mentioned, it is great to feel you have the place to yourself.

Source: http://www.articlesnatch.com/Article/Offbeat-Travel-And-Tourism-Destinations-In-India/4301897

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Oil and water: An icy interaction when oil chains are short, but steamy when chains are long

ScienceDaily (Dec. 3, 2012) ? Water transforms into a previously unknown structure in between a liquid and a vapor when in contact with alcohol molecules containing long oily chains, according to Purdue University researchers. However, around short oily chains water is more icelike.

Water plays a huge role in biological processes, from protein folding to membrane formation, and it could be that this transformation is useful in a way not yet understood, said Dor Ben-Amotz, the professor of chemistry who led the research.

Ben-Amotz's research team found that as they examined alcohols with increasingly long carbon chains, the transformation occurred at lower and lower temperatures.

When in contact with a chain seven carbon atoms long, the water molecules became much looser and more vaporlike at a temperature of 140 degrees Fahrenheit, which is about halfway between the melting and boiling points.

"For oils with chains longer than four carbons, or about one nanometer in length, we saw the water transform into a completely new structure as the temperature rose," Ben-Amotz said. "If the trend we saw holds true, then this transformation could be happening at body temperature around important physiological molecules like proteins and phospholipids."

Water responds very sensitively in its structure to small changes, he said.

"Water's versatility is what makes it so special," he said. "For instance, the surfaces of proteins have both oily and charged regions; and water changes itself to accommodate these very different components and everything in between. We are learning more about exactly how it does this."

The researchers found that water molecules interacting with the oil always formed a more ordered, icelike structure at lower temperatures, while the bulk of the water remained liquid. This ice-like structure would melt away as the temperatures increased and in longer molecules a new structure would appear, he said.

A paper detailing the National Science Foundation-funded work is published in the current issue of Nature and is also highlighted in a news and views article in the same issue. In addition to Ben-Amotz, co-authors include Purdue graduate student Joel Davis and postdoctoral fellows Kamil Gierszal and Ping Wang.

The team's observations add to a more than 70-year debate over the interaction of oil and water, with some studies suggesting that water forms little icebergs around the oil molecules, while others point to a more disordered, vaporlike water structure.

"This question was really up for grabs until we introduced an experimental method that could see these subtle changes in water structure," Ben-Amotz said. "Surprisingly, we found that both sides are right, and it depends on the size of the oil."

The challenge of the experiment was that the team needed to see the very small number of water molecules that are in contact with the oil chains in the presence of a very large number of other water molecules.

The team combined Raman scattering and multivariate curve resolution to create an analysis method capable of managing an unprecedented signal-to-noise ratio of 10,000-to-1.

"Most people never take a spectrum with a signal-to-noise ratio greater than 100-to-1, but if we performed this experiment that way we wouldn't see anything," Ben-Amotz said. "We needed to have a higher signal-to-noise ratio because we were looking for a needle in a mountain-sized haystack."

Raman scattering involves shooting a beam of light containing photons into a sample. As the photons hit molecules within the sample, they lose or gain energy. Such measurements create a spectrum of peaks that reveal the vibrational motions of the molecules present in the sample. Shifts in the peaks' shapes can show changes in the strength of bonds between water molecules and whether the molecules are becoming more or less ordered.

"With Raman scattering the bulk of the water creates a mountainous peak in the spectrum that buries everything else," Ben-Amotz said. "Multivariate curve resolution lets us see small changes in water structure under that mountain. As is often the case in science, the key was combining two already established techniques in a new way."

Davis said the team next plans to explore the effects of changes in pH and ionic charges on this transformation with the goal of making the experiments more relevant to proteins and biological systems.

"We are trying to better understand the driving forces of the behavior of proteins and cell membranes that are critical to our health," he said. "The role of water is an important piece of the puzzle."

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Story Source:

The above story is reprinted from materials provided by Purdue University. The original article was written by Elizabeth K. Gardner.

Note: Materials may be edited for content and length. For further information, please contact the source cited above.


Journal Reference:

  1. Joel G. Davis, Kamil P. Gierszal, Ping Wang, Dor Ben-Amotz. Water structural transformation at molecular hydrophobic interfaces. Nature, 2012; 491 (7425): 582 DOI: 10.1038/nature11570

Note: If no author is given, the source is cited instead.

Disclaimer: Views expressed in this article do not necessarily reflect those of ScienceDaily or its staff.

Source: http://feeds.sciencedaily.com/~r/sciencedaily/top_news/~3/RVaxceJJ3Ak/121203183343.htm

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