Pay Per Click is extremely confusing at first because it seems extremely simple and in fact it is pretty complex if you want to have success and make money, not lose money! One of the most basic thing people fail at is identifying their target audience. It is not possible to just create a generic campaign and hope to drive targeted traffic that will convert: you have to target a specific audience and demographics. A key to have success with Pay Per Click is to select the right keywords. It is important because you want to go with the keywords that cost you a lot of money, with limited competition and still with a good amount of search requests. Google AdWords for example offers a tool that let you search for keywords and the search volume and average CPC for them. This is extremely useful and should be used in every campaign to get the most out of it. You want the right keywords for your campaigns because the last thing you want is to pay too much money for traffic and eventually lose money. You will always get ranked according to the amount of money you are ready to pay, so if you pay less, you probably won’t appear in the first results. This is a choice you have to make in your campaign when you search for keywords: for the same amount per click you are ready to pay, you can rank #1 for certain keywords and #10 for other keywords. Which one will drive the most traffic? Well, you can analyze this right from the start using the Google Keywords Traffic estimator and you will also have to experiment. You could start two separate campaigns and analyze which one performs better for your money.