I personally don't start paying to market a product until I try to market it via free methods (ie. article writing, forums, blogs, squidoo lenses). I put a free hit counter in my website. You can get one at statcounter.com and make the counter invisible. Then I can see how many hits I am getting compared to sales. Based on this, I decide whether or not I want to spend my money on ppc for the product.
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