Paid Search Marketing can be as simple or complex as you choose.
Yes, anyone can create and run a pay per click advertising campaign on their own. But it takes advanced tactics, constant monitoring, data analysis, ongoing adjustments, and budget optimization in order to get the most out of every dollar that goes into your advertising.
By focusing on profits, a PPC Campaign takes on new meaning. A successful pay per click advertising campaign uses the best combination of advertising platforms to drive new business, increase revenues, keep your sales team busy, improve e-commerce performance, and play a major role in your overall Search Marketing Strategy. See this Search Engine Land article entitled, The Complete Guide to PPC.