Often when starting out some people think online marketing as an easy way to get rich over night, and while online marketing obviously has massive potential to be very lucrative and allows you to market to millions of people worldwide instantly it does take hard work in the beginning and continuous testing and monitoring of your marketing strategies to check performance and profitability.
There may also be external factors which you have no control over that effect your success. For example the current so called economic slow down will have some effect on your business in one way or another depending on your business type. For example if you are trying to sell a high value physical product you might find it harder to make a sale in this economic climate because people simply do not have so much money at their disposal or are just scared to spend, but by monitoring and testing your marketing and looking at current trends you will be able to identify fluctuations in your market sector early and make any necessary changes to ensure continued profitability. If you are offering a business opportunity of some kind you might find that your business actually increases right now because many people are looking for a way to earn an extra income now more than ever.
You will no doubt be familiar with programs such as Google's pay-per-click program AdWords where you pay Google an amount every time someone clicks on one of your ads, again complete monitoring of ads and website performance is a must so that you can see what is going on. There are various tools available to enable you to find out exactly what visitors to your website are doing, including software which allows you record and to actually see where your visitors are clicking, where they are scrolling and exactly what they do on your website.
So understand that yes you can make money online with consistent effort, but you can also lose a serious amount of cash with bidding on non efficient keywords or by not keeping track of what goes on. Some marketers opt to pay for expert help with the online marketing side of business to ensure a consistent flow of good traffic and profits and while this is fine if you have very little knowledge about online marketing or simply prefer not to do it yourself but it can be expensive, and there are plenty of ways to market and monitor your online business for little or indeed no cost, just do a little research and you will find an abundance of info on this.