[vinod_s19]

Though I have never worked in this domain, I can say based on my experience that - 1) It does not work if you have competitors (not just for your business but also for the keywords you target), which is a highly likely scenario. 2) It works only when a)you do not have competitors or b) when you target niche keywords, in which case volume might not be as expected. To actually understand whether it works or not before starting the campaign, list out all of the keywords and check the keyword volume associated and the companies that are bidding for the keywords.

[omarchowdhury]

How would it not work if there are competitors? Why would businesses be buying ads from the same space if there is no profit? If it didn't work, then there would be no competitors, and then it would work, based on your reasoning, since there is no competition.

[damoncali]

It works with competitors, but it's really easy to find products with keywords dominated by expensive enterprise versions who overspend on AdWords, rendering it ineffective for smaller competitors. Just the way it is.

[vinod_s19]

Thanks damoncali for the reply!