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Pay-per-click advertising works for some. Through research i have found that it works well with B to C companies who are trying to reach the younger audience through a site such as MySpace, or another similar web site. I have also seen that it works well with Google when searching specific keywords. However, it only works with companies that use pay-per-click advertising as a MARKETING strategy, not a SALES tool. The pay-per-click advertising strategy works the exact same way as a radio or TV commercial with the added bonus of qualification. However that usually does not guarantee a buyer. PPC advertising usually does not fit small to mid-sized businesses.

Fraud among PPC ads are becoming more and more popular but can be measured. Google provides ways to budget so much money to that strategy so if you can measure it's effectiveness and justify it, then it works, and works very well!!