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Pay Per Click - SF Media

Pay-Per-Click Management. Our Service FAQs

  • New Advertisers FAQ's

    Is Pay Per Click (PPC) right for my business?

    This depends on your individual business circumstances of course, however, Pay Per Click (PPC) advertising should work for almost every industry or business sector. If you offer products or services that people are likely to search for, then PPC will be right for your business in some shape or form. 

    Why would I pay for a search engine advert?

    PPC advertising is an effective way of driving traffic to your website instantly. Organic search can take some time and is a longer-term search strategy, so if you want to start generating more website traffic and leads quickly, then paying for a search engine advert through PPC is the best way to achieve this. 

    How long does it take to see results?

    Once the campaign is setup and ready to go, it will need to go through a review process which shouldn't take more than an hour. Once it has passed the review process, the campaign will be live and you will start driving traffic to your website. We will be able to tell within the first week whether or not the campaign is working for you.

    I've tried PPC before and it didn't work, should I try again?

    This is a question we have heard many times before. If you have tried PPC before and it didn't work then it is most likely that there was a problem with the way the campaign was set up; either the keywords you were targeting weren't quite right or your campaign didn't have the correct structure. We can analyse the data from your previous campaign and highlight why your old campaign didn't work, as well as making suggestions on how we would set up your new campaign, should you want to try it again. 

  • Our Service FAQ's

    Can I pay on performance?

    We don't currently offer a 'pay on performance' option, purely because of the amount of work that goes into setting up your campaign and optimising it at the start to get it up to its optimum performance level. We are very experienced in running online campaigns and it is very rare that a campaign doesn't work so we are confident that you will get the level of return that you are looking for. 

    Am I tied in to a contract?

    There is no minimum contract length, so once the campaign has started, if you feel that it isn't working for you then you can cancel at anytime. 

    Can you take over my current campaign or do I need to start again?

    Yes, we can take over your current campaign. Depending on how the current campaign has been set up, we may need to rebuild it using the correct structure, however, we can use the data from your current campaign to analyse what is working and what isn't and we can advise on the best way to move forward.

  • Ad Placement FAQ's

    Where do paid adverts appear in the search engines?

    Paid adverts appear in the top four search engine positions and have a small 'Ad' label on them so users know they are a paid advert.

    Why aren't my adverts in top position?

    The most likely reason is that a competitor has set a higher keyword bid and is willing to pay more per click then your current keyword bids allow. 

    Should I always bid for first position?

    Not always. In our experience, you can get more value out of positions two or three as the click through rate is only slightly lower than in first position, however, the cost potentially be a lot lower. These positions can offer a similar level of traffic for a cheaper cost-per-click. 

    Why can't I see my PPC advert?

    There could be a number of reasons for this; it could be that your daily budget has run out and your campaign isn't now showing until the following day. It could also be to do with the targeting settings of the campaign, for example, if you are searching for one of your keywords outside the targeted campaign locations.

  • Cost/Budget FAQ's

    How much do I have to pay for each click?

    The cost-per-click will depend on both the industry and the location, as well as the competition for your chosen keywords, and can range from anything between £0.10 and £10.00 per click. During the keyword research phase, we can advise on what the cost-per-click is likely to be, however, we will always set it at a level you are comfortable with so you are not paying too much per click.

    Will my cost-per-click increase?

    We always aim to deliver the highest quality traffic at the lowest cost-per-click. Certain external factors like seasonal trends and levels of competition can drive up the cost-per-click, however, historically, our clients have seen their cost-per-click reduce over time.

    What happens if my daily budget runs out?

    Once your daily budget has been spent your adverts will stop showing until the following day. It is important to understand, however, that your daily budget is also tied to your monthly budget, so if your daily budget has run out, yet you are still under your budget for the month, your adverts will continue to show (effectively borrowing budget from quieter days when you didn't spend all of your daily budget). 

    Is my advertising budget paid directly to you?

    No, your advertising budget is paid directly to the paid search advertising provider. If we set up a PPC account for you, it will always be in your name and email address, so that you always retain ownership of the advertising account. 

    How do I know what budget I need?

    During the keyword research phase, we can advise on the likely cost-per-click and using this data, we can recommend a campaign budget for you.

    Is the management fee tied to campaign spend?

    No, we don't take this approach as there is no incentive for us to lower your cost-per-click and your overall spend. We always strive to deliver the most cost effective paid advertising campaign possible so we just charge a standard rate for the work we do. If the campaign is delivering the results you want and you want to therefore increase your advertising budget, we don't think it is fair that our management fee then increases also. 

  • Keywords/Adwords FAQ's

    Should I target my own brand name?

    It depends on how competitive your brand name terms are. If you have a unique brand name that no-one else has, then it is likely that your website comes back in first position in the organic results without any competition. If your brand name is similar to that of other businesses or it is a keyword specific term then it is worth setting up a dedicated brand name campaign to make sure that users always find you and not one of your competitors instead. 

    What are negative keywords?

    Negative keywords are used to exclude your adverts from showing for non-relevant keywords, or keywords that won't result in a sale. For example, if your business provides office space for rent and you want to target the keyword 'office space', you might want to include negative keywords such as 'for sale', 'calculator', 'comparison', 'reviews', 'free', 'blog' etc. You may also want to exclude other terms where a user might be searching for the 1999 movie 'Office Space', like 'trailer', 'movie', 'cast', 'soundtrack', 'quotes', 'youtube', 'netflix' etc. 

    Should I include my phone number and contact details in my adverts?

    You can include your phone number and contact details as an advert extension. With a limited number of characters available in your advertising text, you should use this space to sell your product or service and its benefits to the user. 

    How many adverts do you create?

    As standard, we create two adverts for each Adgroup in the campaign so that we are able to test the sales messages against each other. So, if you are a service provider who offers 10 different services and covering five different areas, the result is 50 different Adgroups with two adverts in each, with 100 different adverts in total.

    How do you split test the adverts?

    As mentioned above, we create at least two adverts per Adgroup see that we can test different sales messages against each other. We then copy the most popular advert and create a slightly altered version of this advert to see if it performs better than the original. We repeat this process so that we are constantly optimising and improving the adverts. More information about the split testing process can be found here.

  • Advertising Platforms FAQ's

    What paid advertising options do I have?

    There are many different paid advertising options, depending on your business objectives. We can setup and manage traditional keyword campaigns on search networks, banner advertising campaigns on display networks, eCommerce advertising campaigns on shopping platforms or video advertising campaigns on Youtube and other video websites. 

    I seem to be followed around by adverts of sites I have visited previously, why is that?

    This is known as 'remarketing' and is setup via an advertising display network. Remarketing campaigns work by an advertiser placing a tracking cookie on a user’s machine once they have visited their website. The user is then followed around the internet by banners from the same advertiser as a way to entice them back to the website to complete an enquiry or purchase. If this is something you would like to run on your website, please contact us today to find out more about remarketing campaigns. 

    How do I get on Google Shopping?

    Adverts on Google Shopping are powered by a combination of Google Merchant Centre and Google Adwords. If an online retailer wants to list their products on Google Shopping, they need to create a product feed from their website, which is then managed by Google Merchant Centre. Google Adwords is used to set up the shopping campaign, importing the products from Google Merchant Centre so that you can manage the product bids in a similar way to that of traditional keyword bids in Google Adwords. If you want to find out more about how to get your products on Google Shopping, please contact our team today.  

    What about Bing/Yahoo?

    Whilst the majority of campaigns we manage are via Google Adwords, we also have many years of experience in setting up and managing campaigns on the Bing and Yahoo network. We have found that Bing and Yahoo are particularly good at targeting certain demographics and as these platforms aren't as competitive as Google, the cost-per-click tends to be cheaper too. 

  • Conversions & Reporting FAQ's

    What conversions can you track?

    We can track a wide range of conversion types, from email enquiries and newsletter sign ups, to app downloads, phone calls and eCommerce transactions. To find out more about our approach to conversion tracking, please click here.

    How can I measure the ROI of my PPC campaign?

    Your Return On Investment (ROI) can be measured by the metrics we set out to track at the beginning of the campaign. If you are an eCommerce retailer, it is quite easy to analyse the advertising spend versus the revenue achieved through PPC to calculate your ROI. If you are a service provider, we can discuss with you how much an enquiry is worth to your business and the rate at which leads are converted to sales and then we have a benchmark to work towards. We can report on the number of enquiries and the amount spent on advertising to work out your cost per enquiry and cost per sale so you have a better understanding of your ROI. 

    What is included in the monthly reporting?

    As standard, we report on the monthly activity of your campaign which includes the number of clicks, the cost per click, the average position, the click through rate and the cost per enquiry. We can however tailor the report to your specific circumstances to ensure that we are providing feedback on the key statistics that matter to you most. 

Frequently Asked Questions.

Please browse our selection of PPC related Frequently Asked Questions.

If you can't find the answer you are looking for, please contact us today and a member of our team will be more than happy to answer any questions you may have.

Reach a wider audience through Pay-Per-Click Advertising.

Pay-Per-Click (PPC) Advertising is an effective form of search engine marketing which allows advertisers to bid for the highest search position, based on the amount they are willing to pay for each click.

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PPC Advertising has a number of benefits, which include:

  • Quality traffic to your website instantly.
  • Increased enquiries, sales leads and eCommerce transactions.
  • Reach a wider audience through a variety of targeting methods.
  • Suitable for budgets of every sizes, based on your objectives.

As a Google Partner PPC Agency, we have the accreditation and experience to correctly optimise campaigns for businesses of all sizes, from small service providers to large eCommerce stores. 

Paid Advertising Channels.

We manage paid marketing campaigns across a wide range of advertising channels, which include:

Search Network

Traditional keyword driven search network campaigns.

Display Advertising

Image based advertising across the Google/Bing Display Network.

Google Shopping

Image based advertising across the Google/Bing Display Network.


Intelligent re-marketing campaigns targeting previous website visitors.

YouTube Ads

In-Stream or Bumper Video Ads on YouTube and across the internet.

Recieve £750 free Google Ads Credit

As a selected partner agency, we have access to an exclusive offer for new Google Ads accounts; spend £750 on Google Ads and receive £750 in Google Ads credit towards your campaign.

Got any Questions? Speak to our team.

Get in touchMore about us


  • Jollys Jewellers have been working with SF Media for the past 3 years on our online marketing and the build and management of our eCommerce website. After the initial meeting, I was instantly impressed both by the hands on approach of Pete and Jamie, and the level of expertise they displayed.

    Their passion for the industry is clear to see and our business has benefited greatly from the work they have done for us. We would recommend them to anyone without hesitation.

    Tom Ginever, Jollys Jewellers

  • SF Media have designed 3 websites for my business across the property, restaurant and industry sectors. Working with them on each project has been a pleasure.

    They have listened to us carefully on each project and come up with a design that really works for us and looks visually fantastic.  I would very much call them part of my team and see our relationship as a long term one. I would highly recommend their work and look forward to future projects.

    James Cannon, MD - Ransomwood Estates UK Ltd

  • The guys at SF Media do a great job for us here at Distinctive Confectionery.  They have certainly made a difference to our business and are always on hand to make suggestions and to help improve our website and position on Google.

    We can thoroughly recommend their services.

    Adele Thomas, Distinctive Confectionery

  • The work that SF Media have done for our business has been one of the key drivers of our business performance. We are growing at 30% year on year and roughly 50% of our new client enquiries come through internet searches.

    Kerry Smith, KJ Smith Solicitors

  • SF Media provided a sleek, modern & easily navigated platform for our customers to use, which in turn, has helped our business move in the right direction. Jamie & the team are always on hand to offer support & assistance when needed & we jump at the chance to recommend them to friends.

    Matt Flint, Can You Dance?