PPC Advertising
Master paid advertising across major platforms.
1. Platform Overview
| Platform | Best For | Avg CPC | Audience |
|---|
| Google Search | Intent-based | $1-$50 | Active searchers |
| Google Display | Awareness | $0.50-$5 | Broad reach |
| YouTube | Video, awareness | $0.10-$0.30/view | Video consumers |
| Meta (FB/IG) | Interest-based | $0.50-$5 | Social users |
| LinkedIn | B2B | $2-$15 | Professionals |
| TikTok | Gen Z, viral | $0.50-$3 | Young users |
2. Google Ads
Campaign Types
| Type | Best For | Targeting |
|---|
| Search | Intent, conversions | Keywords |
| Display | Awareness, retargeting | Audiences, placements |
| Shopping | E-commerce | Product feed |
| Video | Branding, YouTube | Audiences, topics |
| Performance Max | Automated, all channels | Goals |
| Demand Gen | Discovery, social-style | Audiences |
Keyword Match Types
| Type | Symbol | Matches |
|---|
| Broad | keyword | Related searches |
| Phrase | "keyword" | Contains phrase |
| Exact | [keyword] | Exact or close variants |
Ad Structure
| Element | Limit | Best Practice |
|---|
| Headlines | 15 (30 chars each) | Include keywords, benefits |
| Descriptions | 4 (90 chars each) | CTA, unique value |
| Display URL | 2 paths (15 chars) | Relevant keywords |
3. Meta Ads (Facebook/Instagram)
Campaign Objectives
| Objective | Goal | Optimization |
|---|
| Awareness | Reach | Impressions |
| Traffic | Clicks | Link clicks |
| Engagement | Interaction | Post engagement |
| Leads | Form fills | Leads |
| Sales | Purchases | Conversions |
Audience Types
| Type | Source | Use |
|---|
| Core | Demographics, interests | Prospecting |
| Custom | Your data (email, pixel) | Retargeting, lookalike base |
| Lookalike | Similar to custom | Expansion |
Ad Formats
| Format | Best For | Specs |
|---|
| Single image | Simple message | 1080x1080 or 1200x628 |
| Carousel | Multiple products | 2-10 cards |
| Video | Engagement, stories | 15-60 sec optimal |
| Collection | E-commerce | Catalog integration |
4. LinkedIn Ads
Campaign Objectives
| Objective | Best For |
|---|
| Brand awareness | Top of funnel |
| Website visits | Traffic |
| Engagement | Content promotion |
| Lead gen forms | B2B leads |
| Conversions | High-value actions |
Targeting Options
| Type | Examples |
|---|
| Job title | Marketing Manager |
| Job function | Marketing |
| Seniority | Director+ |
| Company size | 200-500 employees |
| Industry | Technology |
| Skills | Digital Marketing |
Ad Formats
| Format | Best For |
|---|
| Single image | Standard awareness |
| Carousel | Multi-part stories |
| Video | Brand stories |
| Message ads | Direct outreach |
| Document ads | Lead magnets |
5. Bidding Strategies
Google Bidding
| Strategy | When to Use |
|---|
| Manual CPC | Full control, learning |
| Enhanced CPC | Semi-automated |
| Target CPA | Cost-per-acquisition goal |
| Target ROAS | Revenue goal |
| Maximize conversions | Volume priority |
| Maximize clicks | Traffic priority |
Meta Bidding
| Strategy | When to Use |
|---|
| Lowest cost | Maximize volume |
| Cost cap | Control costs |
| Bid cap | Strict cost control |
| Minimum ROAS | Revenue focus |
6. Campaign Structure
Account Structure (Google)
Account
└── Campaign (Budget, Settings)
└── Ad Group (Keywords, Audience)
└── Ads (Creative)
Recommended Structure
| Level | Organization |
|---|
| Campaign | By goal, product line, funnel stage |
| Ad Group | By theme, audience segment |
| Ads | 3-5 variations for testing |
7. Ad Copy Best Practices
Headlines That Convert
| Element | Example |
|---|
| Keyword inclusion | "Best CRM Software" |
| Benefit | "Close 30% More Deals" |
| Urgency | "Limited Time Offer" |
| Social proof | "Trusted by 10,000+ Teams" |
| Question | "Tired of Lost Leads?" |
Description Copy
| Element | Purpose |
|---|
| Value prop | Why choose you |
| Features | What you offer |
| CTA | What to do next |
| Trust | Credibility signals |
8. Landing Page Alignment
Message Match
| Ad Element | Landing Page |
|---|
| Headline | Hero headline |
| Offer | Above fold CTA |
| Keywords | In content |
| Visual | Consistent imagery |
Quality Score Factors (Google)
| Factor | Weight | Improve By |
|---|
| Expected CTR | High | Better ad copy |
| Ad relevance | Medium | Keyword-ad alignment |
| Landing experience | High | Page speed, content |
9. Key Metrics
Performance Metrics
| Metric | Formula | Good |
|---|
| CTR | Clicks / Impressions | >2% search, >0.5% display |
| CPC | Spend / Clicks | Industry varies |
| CPA | Spend / Conversions | Below target |
| ROAS | Revenue / Spend | >3x minimum |
| Quality Score | Google rating 1-10 | >7 |
Efficiency Metrics
| Metric | Indicates |
|---|
| Impression share | Market coverage |
| Search lost IS (rank) | Bid competitiveness |
| Search lost IS (budget) | Budget constraints |
10. Optimization Checklist
Weekly
Monthly
Quarterly
Remember: PPC success comes from continuous testing and optimization. Start small, learn fast, scale what works.