PPC stands for Pay Per Click. This is EASILY the #1 mismanaged marketing tool in the history of business. Some of the campaigns I've seen... these companies might as well flush their money down the toilet... it would produce the same results. PPC Campaigns are about precision... and unfortunately, a lot of trial and error. Not only is every sinlge market / demographic different, but their patterns on the web and social media are CONSTANTLY changing. It is extremely important to either hire somebody to manage these campaigns, (like me), or do extensive research before spending big money.