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You can't make the most of your PPC ads and campaigns without effective PPC management. It is not enough to merely “set it and forget it” – you have to be willing to spend time actually managing your account. Fortunately, PPC management doesn't need to be a time-consuming process, but it is important to know which areas of your account need work and which will yield the greatest returns.

For example, if you manage several PPC accounts, which one needs the most immediate attention? Which tasks are more important? How will you determine what your priorities are? The answers to these questions can help you prioritize your pay-per-click marketing efforts and identify areas in which your campaigns can improve.