Companies look to PPC agencies for guidance when they realize that PPC ad spend can become a big black hole of money if they don’t have a proper strategy in place. Unfortunately, it can take years to master PPC advertising in the ways that most businesses need. Here, we answer some of the most Frequently Asked Questions about PPC to set you up for success.

1. How does PPC ad spend work?

Ad spend refers to the budget you allocate to an ad network. It is the amount of money they are willing to spend on ads for the month or year. This budget is created with the needs of the business and audience in mind.

2. Where can businesses advertise with PPC?

PPC ads allow you to advertise a business, product, or service across the internet. The most common places to advertise are third-party websites, social media, and search results pages. Most companies will focus on the most valuable channels for their business, depending on where they will most likely reach their intended audience.

3. How effective are PPC ads?

Well-executed PPC ads can be highly effective. When potential customers click on ads in search results, they are almost twice as likely to purchase the product or service than an organic visitor. This is probably because ads are more likely to reach consumers that are already looking to buy.

4. Which businesses should use PPC?

All businesses can benefit from using PPC, which will put them ahead of competitors. Even in the most niche markets, clients will likely search for a product online, and if there are few or no competitors also using PPC, a company using PPC will show up high on the search results.

5. How can I ensure our ads outperform the competition?

The two most important drivers of ad rank are the Quality Score and Max CPC, and if you can master these, your ads may have a higher ad position. There are several ways to do this; you can increase your keyword bids, for instance. Low-quality scores can also be improved by ad copy testing. Don’t be hung up on getting the top ad posts just to get them; cost-effectiveness should also be a consideration if you want to have the most effective campaigns.

6. Why is the cost per click of my ads increasing?

Cost per click can increase for a few reasons. Firstly, competitors may also optimize their keywords, leading to higher CPC rates. Secondly, your quality score may have decreased. A decreased quality score can be caused by changes in click-through rate, ad relevance, and page relevance.

7. Should campaigns be manually reviewed often?

A big mistake companies make with PPC is that they often set up a campaign and neglect to review it regularly. You must be routinely checking PPC campaigns to ensure that KPI and Business optimizations are taking place. This way, your campaigns can be optimized until they have reached their full potential, leading to greater PPC success.

8. How quickly will a campaign see results?

One of the best things about PPC is that your results can be immediate. While Search Engine Optimization can take months and your results may fluctuate based on algorithms, PPC can help you jump to the top of the queue and outperform your competitors quickly.


We cover some of the most frequently asked questions here, but there are many that we haven’t discussed. If you have any questions that have not been addressed in these FAQs, feel free to reach out to a member of our expert team.

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