There are so many little details to PPC advertising, that if you don't implement even one sometimes, the results can be very disappointing.
I would very much recommend anyone starting PPC ads to read a good guide BEFORE starting any campaigns. My best recommendation for that is Perry Marshall's guide.
I don't want to discourage people from using PPC. There are a lot of details to consider, BUT, they are not rocket science and the key is to risk as little as possible when starting a campaign, fail quickly, revise or move on to another campaign.
The most successful PPC'ers are the ones doing good research on their market, testing, tweaking, testing more, tweaking more, repeat.
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