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Pay Per Click can be as costly or as inexpensive as you want it to be. It all depends on how well you know your target audience, and how much you are willing to spend. When you are thinking about designing your campaign, collect as much information as you can about your audience, keywords, and even your competitors through internet market research and web site traffic analysis. With these variables in place, you can decide how many campaigns to run, what to focus on, and how much to spend.