If you know the rules of any marketing venue then you are less likely to make costly mistakes. When it is one where you are putting money out perhaps you will want to be even more astute at what these rules are.

Introduction
Most often when one is considering the Rules of Per Click Marketing, there are two categories. The first category covers doing everything that you are supposed to do and doing it right. The second category is not doing those things that are going to create a negative impact on the PPC campaign.

Doing everything that you are supposed to do and doing it right.
This means doing your homework by learning as much as you can about Pay Per Click and then applying your knowledge properly.

Don't get into the habit of letting things slide
If you are going to commit to a PPC campaign then get your monies worth. Not only do you want to get sales, but you want to know what else is taking place at your site like the conversions. There is no point in having the means to know what the conversion rates are if you are not doing going to follow them and analyze them.

Don't just file away the information that you gain from your campaign.

It may be great to know what your conversion rate is and let's assume its not very good. You need to try and figure out why. First inclination is to say its because it's a poor campaign. Stop and think about it. If the campaign weren't working then people wouldn't be clicking on the link to begin with. So why are the conversions not working? Could it be that your site is weak and not calling people to action?

Don't give up easily
Don't make the mistake of tossing in the towel on PPC marketing if your first campaign fails. Try to determine why it failed, fix the mistakes and try at least one or two more times.

Don't get lazy
Remember to really spend some time and research your keywords, to get the best one for you. Don't just rely on the work of others. Just because it works for someone else doesn't mean it will work for you.

Don't assume because it's expensive its got to be good
Don't just think that because a bidder is number one that he has made the right choice. Sometimes paying for something more detailed but not as popular can have some great impact.

Summary
You now have a fairly clear picture of what rules you want to adhere to and what rules you don't want to break. If you take this as the beginning of your knowledge and consistently add to it by never ceasing to learn then you have to give yourself a great edge in Pay Per Click marketing.

Furthermore, don't think that because you are new to this type of marketing that you are automatically going to fail at the first attempt. There have been many new individuals to PPC campaigns that have done amazingly well. Mostly because they did their homework.