The use of pay per click management techniques is a bespoke exercise that taps into the individual quirks of the organization in question. The fundamental principles of pay per click are well known in the industry and therefore it is up to the clients to create a package that makes sense in terms of their unique business model. For example there are some industries that work on a seasonal basis and therefore the PPC campaigns have to be adjusted accordingly. Geographical variations in surfer patterns also have to be considered as part of the overall strategy to manage the advertisement profile.

A decision can be taken to manage the PPC campaign on an in house basis or to outsource the service. Each strand will have its own advantages and disadvantages. The internal model has the merits of working with people that intimately know the product and company. However when the volume of PPC transactions grows then the in house team might become overwhelmed. The management of PPC is not a one off exercise but a continuous assessment. Sometimes the variants happen during the day such that the metrics have to be considerably adjusted within a matter of hours.