PPC is the best method to get return on investment. It not only increases the sales but also get you to the fruitful results in a very short span of time. You need to monitor each marketing campaign very granularly.
Its main advantage is we can modify the budget of marketing campaign according to the results significantly. The companies which are providing professional pay per click services in market are keeping changing their strategies as keywords are changing on frequent basis. Mainly they work on methodology of maximum searches.
No business organization has much dedicated time to work on these processes daily. It is best for them to hire a professional internet marketing company. Working on the base of results, they can change their strategies to explore some new online promotional methods.
So to be a king of PPC bidding, you should be more dynamic then following the old traditional ways of paid search.