Hi Alan,

PPC is one of the most effective ways to get targeted traffic to a website. It works fast and is perfect for e-commerce.

There is a substantial learning curve in mastering the essential skills to compete with other advertisers, but it's something you need if you don't want to forfeit a huge chunk of your market to your competitors.

Start small, with a budget you can afford to lose, while you're learning the ropes. As your skills improve you can expand your budget accordingly.

To do well you will need to active manage your campaigns, so set aside time to setup, monitor and make adjustments. Experiment with various tactics and strategies.

Besides learning the basics of managing your campaigns you will need to learn how to do proper keyword research, write effective ads and optimize your landing pages as well as your campaigns.

Advertising in a competitve market is a little bit like going to battle. You need to train and develop your skills, practice and perfect your tactics while devising superior strategies. Those who come battle well prepared stand a better chance of success.