In a world where search superiority is an important way of retrieving information, many businesses use search engines as their channel for online advertising, usually known as pay-per-click (PPC), to reach their target audiences and drive traffic (visitors) to their online (or offline) business. In the past decade, not only did several global giant search engines such as Google, Bing, Yandex, and Baidu start to provide PPC advertising platform, but also the number of advertisers coming to the online auction has increased significantly. An important characteristic of PPC advertising is the ability to provide data by which advertisers can measure the success of their advertising campaigns, contrary to traditional advertising channels, thanks to the plethora of digital tracking techniques available. This facet has also facilitated the way of utilising predictive analytics to improve search engine advertising optimisation. I will demonstrate how in the past five years I have helped businesses to have enhanced PPC campaigns through predictive analytic engines, in order to get the most return on their advertising budget using this media.