Pay Per Click marketing management is probably the most essential part of successfully conducting a PPC campaign. What do I mean by successfully? Well ultimately it means making a your campaign profitable, but it could also be defined as making constant improvements to the campaigns general performance such as trimming away keywords that are underperforming, tweaking ads to improve their effectiveness and optimizing your landing pages to maximize conversions. Success can be defined in a lot of ways when talking about PPC. I would even argue that you have managed your PPC campaign pretty effectively if you never pull a profit, but come to the definite conclusion that the product you are marketing will not work with this advertisement technique. Adwords Editor