The answer is hidden in the functions that pro has to perform. They include finding and testing advertising tools, platforms for the ability to reduce CPC, Besides that, the PPC manager together with the sales department draws up a traffic funnel and determine priority directions in product advertising. He adapts campaigns to the specifics of specific systems: teaser and banner networks, Bing and Google Adwords, social networks and others. He also monitors campaigns, documents performance metrics, and makes changes.