Running a successful Pay-Per-Click Campaign is like riding a bike: it's easy, almost anyone can learn how to do it, but it takes some learning. Even though anyone can set up an AdWords account and start disseminating Pay-Per-Click ads, whether or not that campaign is going to be successful, and not a waste of time and money, depends on how it is managed.

Webpronews has a great list of of some basic, but essential PPC tips. Here is a recap:

Bidding Broad: You'll pay less per click if you focuse on the "long tail keywords." Turn 100 keywords into 200 by looking for exact keyword variations that people use to search your products.

The #1 Spot: Often, being #3 on a search is better than being #1. "Being #1 could mean that you'll attract visitors who might have not used the right keyword for their search or are just starting their research and thus you'll be remembered last when they are ready to buy."

Geo-Targeting: "Google and other search engines allow you to geo-target your PPC ads by state. Create 50 ads and drop in the state name inside the ad. You will surely get a higher click through rate (CTR) and thus a lower CPC."

Relevance on Landing Page: Make sure that whatever is said in the ad is repeated on the landing page.

Get Rid of Fraud Networks: Use your web statistics to find domain names with a high bounce rate and drop them. Different ad servers go about this in different ways, but the hassle will save you the cost of garbage traffic.

Being Boring: Distinguish yourself from competitors so users know why they should buy from you.

Telephone Numbers: Don use them!!!

Bidding Your Name: Think about branding.

Lack of Affiliate Control: If your affiliates are advertisign under your name, you'll pay them for a sale that you're advertising brought in.

Separating Content Match from Search Results: This takes time, but gives you much better reporting.

Seasonal Copy: There's a reason holidays are big business in retail. "Make it a Christmas special, Spring special, Summer blow out, etc."

Lack of "Exact Tracking": "This is the only way you can really calculate the effectiveness of every keyword you use to get traffic."

Negative Keywords: If your adserver lets you, drop words like "free," "stock," and "jobs." Otherwise, you'll be paying for clicks by people who'll pay $0 for your product.

Put Keywords in Ad Copy: "Put keywords into your ad copy for which you are serving the ad. Not only will your ad be more relevant but the keywords in it are going to be bold."

Call Your Adserver: Most adservers have a policy against against creating multiple accounts. If your competitor has simultaneous ads on the same PPC results page, call the adserver and let them know.

Brand Name Keyword: If someone is your competitor, then their customers can be yours. Bid on their brand/company name. If you receive a "legal letter" from them, however, you should probably comply with it.