Pay Per Click (PPC) advertising is often seen as the flip side of SEO.  Whereas SEO is a continual process that takes time and effort to do right, PPC offers instant traffic…or so it would seem.

Because Pay per Click (PPC) enables you to target keywords related to your business and have your site appear at the top of the results, it might seem like a fool-proof way of bring in traffic.  The truth is that using PPC without a proper plan can result in you spending a lot of money with very little ROI.