PPC is an effective online marketing strategy which reaches out to the desired customers in less time, improves return on investment and offers quick money. In this marketing strategy, advertisers pay to the search engines for each click made by the users on the ads. PPC campaign requires periodic review to ensure that the customized service is working fine. PPC services are vital in search engine marketing strategy because they offer quick results in the promotion of products and services generate qualified leads and improve online traffic. PPC campaign management can only be successful when managed skillfully and professionally by an experienced team of PPC experts. Some of the steps of PPC campaign management include determining the objectives of the campaign, selection of the target audience, budget allocation, keyword research and analysis, writing an effective ad text, landing page development, monitoring of online competition, installation of conversion code tracking and use of Google analytics. Thus it can be said that an effective PPC campaign requires continuous research and refinement.
