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Itís worth it if you can track links and definitely get a return on investment for your client. The cost is per click, auction style, the higher you bid the higher you go up the listings.
Look carefully at the cost per click (which starts at 10c and up), the most competitive areas are hugely expensive whilst small niches can still offer clicks at 10c. Some clients want to be at number 1 no matter the cost, be careful if your client is after this, it could work out costly.
The best way to learn about it is to open an account and give it go!