PPC advertising can be an extremely daunting and competitive market. The market has evolved that way because it is a very effective way of driving targeted website traffic to your site. This website traffic can be sought after for sales, leads or even earnings through affiliate programs. Many marketing gurus make fortunes using PPC advertising. On the opposite end of the spectrum, newcomers can often lose a lot of their invested advertising dollars to first time mistakes. Systems like Google Adsense are extremely sensitive about the relativity of the search term to your advertisement and even your ad's landing page. Having a good rating in this area can give you higher placement at a lower cost per click.