Yeah that #1 position is definitely over rated and costly and under constant attack from hungry competitors with more profit margin some investment groups and sole proprietors spending 25K daily with PPC a somewhat easy blueprint to millions for those experienced and have the funds on demand to invest.
I like others have dabbled with PPC with no success. I think I hurried into the process thinking I knew enough to turn profits. Reading various ebooks and email training. I think I over informed myself if anything, just need to stop nuking it and just stick to the script.