To get started in the world of PPC marketing, you must decide on your budget and what level of risk you are willing to take, as both will affect which PPC search engine(s) you choose to work with. The “major players” are less risky, since they already have excellent market coverage and tend to offer a lot of assistance to their users, but they also are the most expensive in terms keyword bidding.

Before starting your campaign, develop a ROI calculation model that measures your financial outlay against defined conversion criteria. Throughout your campaign, stick to your budget and avoid keyword bidding wars that are initiated by ignorance and lack of paid search knowledge.