There are many factors to take into account when you first enter the PPC market. Some of the key factors are the level of risk you wish to take, how much money you have put aside for this type of marketing, and how involved you wish to be in the management of the process.
A good place to begin is to ask for opinions from your friends and business associates who have already used PPC campaigns and/or who are knowledgeable about website optimization. They likely have experiences of their own to relate of good and bad choices they’ve made in the past with a PPCSE or know of others who have also dabbled in this form of marketing.
Research, research, research, and then do more research on the PPCSEs you have in mind. Start here, on our review pages, which cover the major PPCSEs, as well as smaller properties.