PPC management is the creation and optimization of search engine marketing campaigns.
PPC is often the most effective method for quickly increasing revenue, however, it is often not the most cost-effective solution. In many cases, a PPC campaign should be launched to increase revenue while more cost-effective, long-term solutions are implemented.
The success of PPC management can be tracked by the number of new, quality leads generated. If the close rate of leads is acceptably high, then you can also measure the success of PPC campaigns by the total amount of revenue generated.