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ROI (return-on-investment) clickthough tracking is highly recommended, so you can know which clicks convert to sales, and therefore whether your ppc expenditures are making or losing you money.
It's my opinion that being in the top 3 ppc positions may not actually be as important as one might assume. I 've discovered real decent clickthroughs at the lower positions too (say, 7 for example). It would seem that perhaps surfers click through everything, once they start.
For more info, explore this site more thoroughly. The topic's been explored already in tremendous depth, in a zillion other posts.