I've used PPC in the past for Happy Horror, but unfortunately I didn't realize it's primarily suited to product sales. Our site *does* link to different products for sale, but primarily it's for information/entertainment purposes. We saw a rise in AdSense earnings, but only 5% of the overall cost of the PPC campaign itself. However, we saw an increase in return visits and overall traffic volume per day after the campaign so in the end, it's a mixed bag. Just thought I would chime in on the chance that someone else runs a similarly oriented site.