The question of how much Google pay per click (PPC) advertising costs is often asked with some trepidation, maybe with a slight wince while awaiting the answer. This is because the very idea of PPC is linked to two common – but ultimately unfounded – fears, namely:
1) That PPC will cost thousands of pounds and that the expenses will escalate beyond control with very few results and;
2) That competitors will ramp up their bill by clicking on their PPC links, simply to increase their campaign charges.
Leaving aside the question of whether your competitors actually would attempt to do such a thing (most wouldn’t), the key worry behind these fears is that of control. Fortunately, although the costs of PPC are variable, it is not like automated trading – in that you remain in control at all times.