For each keyword phrase there is an auction taking place at Google, Bing and Yahoo, that determines the amount "per click" that the advertisers pay. The amount can and does change often, so the cost per click will fluctuate during the day, week and month. Part of the management process is to monitor the keyword phrases consistently throughout the day. The close management of the campaign contributes to having a lower cost-per-click average, resulting in a higher number of visitors to the advertiser's website every month. Ultimately, this helps to raise the return on investment for the advertiser by creating a more cost-effective campaign. For the plans below, our clients are allotted up to 100 keyword phrases and pay just the flat monthly fee that includes all of the per click charges and the monthly management fee.