Find out more about pay-per-click advertising and what we at The Search Mechanics provide by

browsing our frequently asked questions below. Still can’t find the answer you’re looking for? Liaise

with a member of our team today and we’ll be happy to help you.

What is PPC advertising?

Pay-per-click (PPC) advertising is a digital marketing strategy that sees advertisers pay a fee each

time a user clicks on one of their adverts. It is used to help drive traffic to websites and generate

leads/sales from targeted audiences.

How does PPC advertising work?

PPC advertising utilises a bidding system where advertisers compete for ad placements. Advertisers

set a maximum bid for specific keywords or audience targeting options, and the platform determines

ad placement based on the quality and relevance of the ad, as well as the bid amount.

What are the benefits of PPC advertising?

Benefits of PPC advertising include immediate and targeted traffic to your chosen website, increased

brand exposure, measurable results, and the ability to control budgets and adjust campaigns quickly.

This makes it an attractive option for businesses looking to drive quick results and improve online


What is the difference between PPC and SEO?

PPC is a paid advertising method, whereas SEO (Search Engine Optimisation) focuses on optimising

website content and structure in order to rank organically in search engine results. As such, this is

viewed as a longer-term strategy that doesn’t require direct payment for each click.

How do I set up a PPC campaign?

To set up a PPC campaign, start by defining your goals, conducting keyword research, setting a

budget, and creating ad copy and landing pages. Next, choose a platform such as Google Ads, create

an account, structure your campaigns and ad groups, set bids, and launch the campaign. Of course,

you can also engage the expertise of PPC specialists who will be able to optimise performance for

the most cost-effective ROI.

What are some best practices for PPC advertising?

PPC best practices range from conducting thorough keyword research and competitor analysis

through to testing compelling ad copy, optimising landing pages, utilising ad extensions, monitoring

and adjusting bids, and much more.

What are the different types of PPC ads?

PPC ads aren’t simply those appearing at the top of search engine results pages with a little

‘sponsored’ note. You can also manage display and video adverts, shop listing adverts and social

media promotions. Each ad type has its benefits and drawbacks, and is designed to target users at

various stages of the buying cycle.

What is the difference between search ads and display ads?

Search and display ads vary in a number of ways. Search ads, for example, will appear on search

engine results pages and target users via selected keywords. Display ads, meanwhile, are visual

promotions – images and video – that will be displayed on websites within a display network i.e.

those websites with advertising units on their pages. These target users by browsing behaviour and


How do I choose the right keywords for my PPC campaign?

Choosing the right keywords is easier than you may think, particularly when using tools such as

Google Keyword Planner. This can provide you with suitable suggestions and will detail the search

volume and level of competition in search engines. You can then tailor your ad copy and landing

pages for these keywords to boost performance.

How do I create effective ad copy for my PPC ads?

Effective ad copy should include a compelling and engaging headline that includes relevant

keywords. You can then expand on this in the description, providing more detail and a call-to-action

that will entice users to click.

How do I optimize my PPC campaign for better results?

To fully get the most out of a PPC campaign, it’s recommended that you engage with experienced

PPC experts. They will be able to provide leading insight into improvements that can be made,

thereby minimising budget wastage and helping drive better and more relevant traffic to your


How do I measure the success of my PPC campaign?

The most common metrics used when measuring the success of a PPC campaign include click-

through rate (CTR), cost per click (CPC), bounce rate, return on ad spend (ROAS), and overall return

on investment (ROI).

What is a good click-through rate (CTR) for PPC ads?

Click-through rate (CTR) varies from industry to industry, so you should conduct research into your

chosen market sector for more details. That said, you should always be looking for somewhere in the

region of 2-5%, with higher figures indicating that your adverts are engaging better with your


What is a good cost per click (CPC) for PPC ads?

Again, cost per click will vary according to industry, competition and targeted keywords, so you

should instead focus on achieving a more positive ROI by balancing cost per click with conversion

rate and average order value.

How do I set a budget for my PPC campaign?

When determining the budget for your PPC campaign, you should consider such factors as your

overall marketing budget, industry-specific CPC benchmarks, keyword competitiveness, and the

campaign objectives.

How do I target my PPC ads to the right audience?

There are a number of audience demographic options that can be used in your campaigns. These

include location targeting, gender, age, and even remarketing lists focusing on those that have

previously visited your website.

What are some common mistakes to avoid in PPC advertising?

Some of the most common mistakes made include targeting overly broad or irrelevant keywords,

poor ad copy and landing pages, neglecting ad extensions, not effectively tracking conversions, and

so much more. Speak to one of our experts today for a full campaign health check.

How can I say competitive in a crowded PPC market?

Staying competitive in paid advertising demands great care and attention, alongside knowledge and

expertise. We at The Search Mechanics will be able to provide you with added support and help

ensure you’re always getting the most from your campaigns.

How do I keep my PPC campaigns up-to-date with changing trends?

You should aim to keep up-to-date with all the latest industry developments and regularly review

your campaigns. Alternatively, you can employ the services of knowledgeable experts who will be

able to manage your advertising and keep your campaigns fully optimised.

What are some tools and resources to help with PPC advertising?

There are a number of online resources available to aid your PPC advertising, ranging from the likes

of Google Keyword Planner through to dedicated PPC industry publications. You can also work

alongside experts such as The Search Mechanics in Kent in order to get the most from your

advertising spend.