While we hear of fortunes made with PPC, there are many silent and dismal stories of failure. Many novice Internet marketers see big dollars and jump into PPC without the knowledge they need. They often burn through their budget within days or less often without making even one sale.

In some cases they fail to set a spending limit and find they owe thousands of dollars.

Most people fail with PPC for 5 reasons:

1. They do not understand the basics of marketing, much less Internet marketing

2. They do not understand that PPC is legalized gambling.

3. They do not identify a market niche or adequately focus on their specific niche

4. They do not know the science of keywords

5. They do not budget wisely.

Anyone who is not savvy about marketing should avoid PPC. Ad creation and site creation include the consideration of a dizzying number of variables. Just because someone knows their product and even their market does not ensure PPC success.

PPC is a gamble. Just like walking up to the poker table with a stack of bills, you can lose your shirt if you do not know how to play this game.

Many PPC experimenters do not target the right market in their advertising. They can spend forever trying to figure out what went wrong.

Still other marketers delving in PPC do not spend the time researching and analyzing keywords. They miss huge pools of potential customers altogether or draw loads of people with little interest in what they are offering.

Then there are those that walk up to the PPC table with their intended spending limit and as soon as they are wiped out run to the ATM for more cash.

PPC is serious stuff. Avoid the 5 big mistakes by becoming knowledgeable.