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Search engine marketing It is undeniable that Pay Per Click has come to be a preferred tool for less established websites to gain more leverage in the search engines. Therefore PPC Management is vital for these websites. It is a convenient way of online advertising, as the costs incurred on them is dependent on the number of clicks or 'leads' the advertisement has generated. No clicks mean no cost. More clicks transform to higher advertising costs. While these clicks should eventually generate profits to the site, there are clicks that do not actually convert at all. In this case, there will be possible losses on the advertiser’s part because he is paying for clicks which are simply not converting to profits.