PPC or Pay Per Click can be effective. The purpose of this post is not to compare it with natural search engine optimisation but to help you get the most out of your PPC campaign. First of all, it is better to choose lots of broad and long tail keywords than a few shorter keywords. This allows you to gather metrics to measure success by. This means that if an average £200 per month PPC budget allowed either 200 shorter keywords or 1000 longer tail keywords I would advise you to go for 1000 instead.