Pay-per-click is an essential tool for most businesses, with 45% of small businesses and 74% of organizations with over 50 employees engaging in it. We get it, competition for organic search rankings is already ridiculous and only growing daily. This means that, unless you’re an SEO genius happy to wait months to get any SERP traction, paid ads are a necessary complement to any successful SEO strategy. 

PPC is ingrained in digital marketing; we’ve already looked at some of the best ways to maximize returns on your PPC spend and how it compares to organic search results. However, considering that so many businesses use it and that global PPC spend was over $135 billion in 2019, why are millions of people still getting their ads taken down? In 2018 alone, Google took down 2.3 billion bad ads or 75 ads a second.