PPC is a really effective way to drive traffic but you have to really check your thing. As wtaylorhi said you need to do a really good research, your competitor and keyword. Also you will need to check if it is worth it. Do this little calculation:
(Targeted clicks x conversion of affiliate product x commision) - (Targeted clicks x Cost per click) = Your profits
If your not making any profits, do not even bother promoting that product through PPC.
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