PPC advertising is one of the most cost-efficient ways to advertise online – despite what many people think. You don’t have to be the biggest company in the world to get your brand noticed on SERPs. It all comes down to whether you can play the PPC game with guile. Check out our previous blog post, PPC Ads: A Quick Guide, for info on how to get started. As a digital marketing agency in London, we at Monumental know all about the power of PPC.

We have compiled a list of the top five facts that you might not know about PPC ads. Companies like Google can keep their cards pretty close to their chest when it comes to how best to generate revenue from their systems. But not to fear, that’s where we come in. Monumental, the patron saint of digital marketing, is here to set the record straight.

1. Google is a nomophobe

Google drives 95% of paid ad clicks to mobile device pages. This is crucial information, as it means that all your advertising content must be optimised for the small screen. That means avoiding those horrible stretched images – we all know that one person who doesn’t scale their images by dragging the corner toggle on Word. Gross. 

2. It pays to be relevant

Important parts of PPC advertising to note are you CTRs and CPCs. CTR stands for ‘click through rate’, which is calculated by the number of times your ad is clicked, divided by the number of times it is seen. The higher the rate, the more relevant your ad is. Your CPC is the cost per click, which as you can probably guess is the amount you’ll pay a company like Google each time your ad is clicked on their platform.

What you need to remember here is that your CPC will be lower if your CTR is higher. So, make sure that you’re tailoring your ad strategy around the campaigns that give you the highest CTR.

3. Sometimes you have to focus on the negatives

Looking at the negative keywords for your campaigns is extremely important. These are the search terms that you specifically do not want your ads to appear for on SERPs. For example, if you are marketing a luxury product, you would think about listing ‘free’ and ‘cheap’ as negative keywords because those kinds of searches would not lead to conversions for you. 

One study on PPC advertising campaigns showed that the CTR for a campaign rose from 0.97% to 1.33% upon the introduction of negative keywords. Implementing these changes could help you to achieve a statistical wonder like this – so, don’t be afraid to think negatively for a minute!

4. PPC ain’t afraid of no algorithms

While SEO can be a real minefield when you take into account those pesky algorithm updates, PPC is not affected in the same way. PPC advertising is very much within your control, which makes it a more appealing avenue than organic SEO which flounders whichever way the search engine winds blow. 

5. Online searchers aren’t exactly Sherlock Holmes

According to Marketing Tech News, around two thirds of online searchers can’t tell the difference between organic search results and paid advertisements. So, you needn’t fear whether your ads will go unnoticed on SERPs. It is worth investing in PPC because organic exposure is a slow and passive process when relying only on SEO. Your PPC ads will be seen by people, as it is a more active technique.

We hope this article has been of interest to you. If you have any further questions regarding PPC advertising, or anything else digital marketing related, please don’t hesitate to contact us.


  • Alicia, the digital marketing dynamo herself, is our digital marketing Manager at Monumental. We are yet to find something our Indonesian-Belgian princess can't do. Prior to discovering Monumental, Alicia finished an honours degree in Sociology at the University of Kent and began building her marketing network in the Middle East. Having graced us with her stunning social channel aesthetics and unrivalled powers of Influencer marketing and SEO for several years now, it's no wonder she's giving us that side-eye.