1. Work the System in an Intelligent Way, and it's Rather Easy to Outperform the Amateurs.... And Trust Us, There are TONS of them on Adwords.
2. Do You Take Advantage of the "Undisclosed Feature" Inside of Adwords Used by the "Big Boys" like eBay and Amazon
3. Do You Ethically "Swipe" Your Competitors Keywords and Copy Their Work & Research
If your answer is NO, then you must check
PPC Management