ppc fave tips

[markus]

What are your favorite ppc tips?

I've got my long tail stretched to over 55k possibilities and hoped for a better return

Whats the best reading on the subject, blog or otherwise?

My best tip?
check your cost per sale and what you can afford per click
more overlooked than you'd expect
know your margins.

[SEOidiot]

do u rely on the epc or dont trust em as far as you can throw em ?