Complete PPC newb

Good afternoon everyone.
Complete ppc newbie wondering if i could pick the brain of a few experts here..
What would some people say would be some of the essentials to PPC, essentials steps to take and essential knowledge to have?
What would people recommend as one of the most reliable PPC services to drive traffic to my site?
Is it best to backup PPC marketing with back links to give websites more foundation?
What would people suggest as being the most to pay / bid per click for visits?
Thank you very much for your time
InLecture

See original post by inlecture