Would you write a blank cheque to Google?
The first thing is that when you set up a campaign, make sure you set a daily budget. You can always increase it later but please make sure you put down what you can afford to pay EVERY DAY. The amount you put in will not be what you pay per month.
The next step is to turn off all advertising apart from on Google itself. They do offer search partners and content networking. You can visit Adwords yourself to find out more about these terms but it means your advert is seen pretty much everywhere which may sound good but firstly you are paying more and second, you don’t actually know which area is more effective.
I’ve put together some YouTube videos on basic PPC marketing and of course there are some more in-depth articles on Internet-Rich.com