Pay per click services with Google is a quick and effective way to make some major dough on the internet. The traffic is targeted very specifically and direct. That is, if somebody types in for example ' How do I train my pet doggy Shitzu ' then what can pop up front and center is a manual or maybe a 5 set instructional dvd series on ' How to train Shitzu's ' pet. This is called a Google Adword. In order to get top placement through pay per click services, you have to bid against other people for a top spot. But if you have a real specific niche your going after (like pet Shitzu training) then the competition will be very low.
Of course if you have a broader, more popular product or service that you're advertising the pay per click services are going to cost you. And nowmore and more people are bidding on the pay per click services for placement, opting for the top slot, and hence the prices have driven up. It can get to the point where you either have to drop out of the game altogether, or figure out a way around the sky high pay per click services.
One way, as mentioned above, is finding a tighter "niche. Actually you'll have to find several tighter "niches to make up for the low traffic compared to more popular broader niches. This can take a lot of research and several weeks to find some areas which you can concentrate on, and hopefully have some personal interest in. I give the Shitzu example above, as it illustrates how if you are into dogs, you can have several opportunities with pay per click services to advertise more specifically, say onspecific breeds.
Another way around high cost pay per click services, especially if you want to stick with broader, more popular products, is to offset. This consists of using pay per click services like adwords to make money, by selling other ads! And if done correctly, then you can actually get some of your google adwords for free. This is an excellent, and very, very clever, method to use in order to get around high cost pay per click services.