Pay per Click marketing can be an extremely successful way to gain business for your company. More or less anyone can set up a Pay per Click campaign but creating an effective and cost effective one is a different matter. Pay per Click software such as Google Adwords can be quite complex and there are so many settings within it that if not set up correctly, you could find all your daily budget used up very quickly with very little success.
You need to ensure that you are reaching a wide audience but also that you are reaching out to the right audience. There is no point in advertising a product or service that you do not sell to simply get traffic to your site as this will end up causing more harm than good an causing an increase in bounce rate. This increase can then mean you have to pay more money to be at the top of the sponsored links.