The primary PPC search engines provide tools that allow advertisers to select their keywords, designate a bid price per keyword, and monitor campaign results. These tools are adequate for small campaigns that are running a handful of keywords, but will never allow an advertiser to maximize the opportunity. Most advertisers simply do not have the human resources and/or know-how internally to develop comprehensive keyword lists, manage all PPC accounts, and track performance. To maximize your ROI potential with search engine marketing, it is important to partner with a company that specializes in this channel.