Quick question--how do you get the best results from PPC? Do you do it yourself? Do you pay someone else who finds the right keywords/ads for you? Have you had luck with PPC products, like PPC Classroom? Do you advertise on your blog or website and get paid per click? What's working for you right now in your business?
You want to learn to do this yourself. Its vitally important to understand what and why your are spending your money to make the most informed decisions.