The good thing about pay-per-click advertising is you are in full control of your budget.    There are tools available which allow us to estimate how much a specific campaign may cost before you proceed.  Typically, campaigns are based on a daily budget cap, so it’s easy to control.

If online advertising campaigns are not setup correctly, or targeted more precisely, then you could have been advertising too widely, or not widely enough – and that is one of the main failings with campaigns done on a DIY basis, so it’s worth getting the right advice at the outset.

Re-targeting is a technique which allows you to advertise to people that have interacted with your website or social media pages once they have left your site.   Often viewed as adverts which “follow” you from one website to the next, if implemented correctly, it can be an effective way to increase your brand awareness and click an online sale that would typically have been lost.

Yes, and the technology available is now so sophisticated that you can target your advertising campaign at segments as specific as age groups, genders and interests e.g. all users that have an interest in gardening.