Pay-per-click advertising works with and enhances your organic SEO strategy and search results. Running a PPC campaign on Google Adwords is a great way to supplement a competitive key phrase that you may not rank as high for organically, allowing your target audience to see you near the top of the page.
When determining an initial budget for our clients PPC campaign, we start out with a number that they feel comfortable with. We then develop a campaign that best utilizes that amount to keep Cost-Per-Click and Cost-Per-Sale as low as possible. Once our clients see the ROI from the initial campaign(s), we revisit upping their budget to get an even greater Return.