Next it is important to keep in mind your end goal, which should be sales or to generate a profit. A common error is to have your end goal as traffic. Keep in mind that you can always drive a lot of traffic to your site without making any money. Traffic does not mean success; making money means success or should mean success. Just keep this in mind while we are heading into the other steps to succeed with PPC advertising.

The effects of having an incorrect goal can be devastating an example is buying 100,000 guaranteed visitors from Ebay or any website that promises a high volume of traffic. However, what is not known is that this company has an ‘auto-page-generator’ loaded on 100,000 computers that will wiz right past your site and another 10,000 websites in a short period of time. All that traffic does not even look at your website and will never buy anything in a million years, your website received 100,000 visitors however no sales were made and in the end it was a horrible investment. A great example of high-quality traffic is advertising through search engines, you may only receive 50 clicks in a day in comparison to the 100,000 however you will receive several sales and make money.