Running a pay per click campaign can quickly cost a lot of money if you don't know how to do it correctly. Many webmasters face the following situation:
They set up a pay per click campaign.
They get many visitors and pay lots of money.
They don't get a single sale.
Of course, that's not how it should work. If you create a pay per click campaign without planning it, changes are that you'll quickly lose a considerable amount of money.