The good thing about PPC advertising is that you can set your budget. You can choose exactly how much you want to spend, and the ads will adjust accordingly. However, the effectiveness and placement of your ads vary since it depends on your budget, competitors, keywords, and content. The great thing about PPC is the potential for high ROI. For example, since you pay per click, if you spend $100 on your PPC campaign, and five people click on your ad, you pay $20 per click. However, if 100 people click on your ad, you only pay $1 per click.