I've been working on PPC for my dad's dental seminars business, and I have to admit that while I like a challenge, the system is really overwhelming. It makes me wonder whether Google AdWords - the PPC traffic/platform we're buying/using - is honest in how it promotes itself. Consider these two claims that AdWords makes: 1) Get started in minutes. 2) "You specify how much you're willing to pay per click or impression. There are no minimum spend requirements.