Pay per click advertising is often hyped as a can't miss marketing strategy that yields instant cash.
  Search engines and PPC experts promote PPC as being so incredibly targeted and focused that there's no way to lose money.
This is a misleading viewpoint, to say the least.
  While PPC IS a viable advertising strategy that often results in profits, many people are unable to launch a money-making PPC campaign from Day One.
There are many reasons a PPC campaign could initially yield a negative return on investment (ROI), including: o    Inexperience with copy writing o    A poorly focused landing page o    Poor keyword selection - too many/too few/wrong keywords o    Overpriced keywords o    Highly experienced competition o    Poor conversion rates One of the biggest challenges of a Pay per click (PPC) campaign is the landing page.
Even with a respectable conversion rate of 25%, that means that three-quarters of the visitors to the page are leaving without buying.
In order to break even, you must earn more in sales than you spend on the advertising.
Due to all of the factors listed above, this can be a challenge.
The important thing to remember is that making money from Pay per click (PPC) advertising can take time.
Even if a campaign fails to break even initially, this does not mean that the campaign is doomed forever.
As with anything else in life, practice makes perfect.
Through trial and error, split testing, and constant tweaking, even a losing PPC campaign can be turned around into a profitable venture.