In essence, data analysis and strategic action. Click data must be taken into account to determine if the sites or keywords being targeted are proving effective at meeting campaign goals while staying within budget. Action such as modification of a landing page or changing keywords should be taken to maximize the return of a campaign. While there are some software programs that purport to do this – and they do achieve better results most of the time compared to untrained people – an experienced Vancouver PPC management company with a trained professional at the helm can generally get far better results, equaling greater profit.