A pay per click campaign is not always about fast results, quick sales, and ultimately a 100% guaranteed return on investment; it has to be thought through.
If you’re new to pay per click, then you should always try and test your campaign. It is important to take a good look at your keywords, and see if they’re relevant, do they have good search frequencies? If so, then you may find the bidding cost is higher, and you have to consider whether you can afford it for a significant amount of time.
A pay per click campaign is like any other marketing campaign, and it requires a great deal of research and a good understanding on the concept, before it can truly be successful. Many business will now only opt for pay per click campaigns, yet organic SEO is still significant, and you should always aim to be doing both if you want a high level of sales, conversions, and ROI.