Anyone can set up an account in Google AdWords or Microsoft adCenter and run an ad.  Proper PPC management is much more involved than that.  One must decide which keywords to target, write intelligent ad copy, and create a landing page optimized for conversions.  All parts must work cohesively with one another or you will not be maximizing your ROI. 

Novice AdWords users have been dissatisfied with campaign results which is a direct result of poor PPC management.  The reason is they do not know or understand the intricate details of Google, AdWords, and how they work with one another.  Remember, Google’s mission is to “organize the world’s information and make it universally accessible and useful.”  Translation… Google will do whatever it takes to match a user’s search query with the most relevant information possible.  

Google constantly tweaks the system to improve the user’s experience.  For example, uneducated changes in your ad copy or landing page can harm your quality score and conversion ratio; causing ads to be shown less, more costly, and not targeted to the most specific potential customer.  Unlike the set-it and forget-it oven hawked by Ron Popeil, an AdWords campaign needs to be actively managed and “tweaked” periodically.  Taking a lackadaisical attitude is harmful to your campaign and your pocketbook. 

The goal of a quality AdWords campaign is to develop a strategy that delivers the most clicks (that leads to sales) for spending the least amount possible.  The choice is yours; spend countless research hours to manage a lackluster campaign or hire a professional to do the heavy lifting.