Pay per click (PPC) advertising is used by millions of
companies worldwide, and allows you to skip the time and efforts of search
engine optimization (SEO) by simply paying for your link to appear at the top
of a search or on a website/blog that contains specific keywords. But there are
certain things to consider before diving into the world of PPC advertising head
first: 

       1.      
PPC advertising allows you to set a daily and
monthly budget, but beware as this budget may be used up far quicker than you
expected.

       2.      
PPC is a fast and effective way to get website
visitors, but sales are not guaranteed.

       3.      
When choosing your PPC keywords, opt for a less
popular variant of a popular keyword.

       4.      
Bidding on popular keywords will pit you against
mega corporations with huge budgets, and some have been known to bid up to £100
per click!

       5.      
 Accidental clicks and fraudulent clicks could
cost you your budget without any real potential for sales, a risk that you must
take with PPC.

http://rpc.technorati.com/rpc/ping