1---2name: ppc-advertising3description: Paid advertising on Google, Meta, LinkedIn with campaign structure and bidding strategies.4---56# PPC Advertising78> Master paid advertising across major platforms.910---1112## 1. Platform Overview1314| Platform | Best For | Avg CPC | Audience |15|----------|----------|---------|----------|16| **Google Search** | Intent-based | $1-$50 | Active searchers |17| **Google Display** | Awareness | $0.50-$5 | Broad reach |18| **YouTube** | Video, awareness | $0.10-$0.30/view | Video consumers |19| **Meta (FB/IG)** | Interest-based | $0.50-$5 | Social users |20| **LinkedIn** | B2B | $2-$15 | Professionals |21| **TikTok** | Gen Z, viral | $0.50-$3 | Young users |2223---2425## 2. Google Ads2627### Campaign Types2829| Type | Best For | Targeting |30|------|----------|-----------|31| **Search** | Intent, conversions | Keywords |32| **Display** | Awareness, retargeting | Audiences, placements |33| **Shopping** | E-commerce | Product feed |34| **Video** | Branding, YouTube | Audiences, topics |35| **Performance Max** | Automated, all channels | Goals |36| **Demand Gen** | Discovery, social-style | Audiences |3738### Keyword Match Types3940| Type | Symbol | Matches |41|------|--------|---------|42| **Broad** | keyword | Related searches |43| **Phrase** | "keyword" | Contains phrase |44| **Exact** | [keyword] | Exact or close variants |4546### Ad Structure4748| Element | Limit | Best Practice |49|---------|-------|---------------|50| **Headlines** | 15 (30 chars each) | Include keywords, benefits |51| **Descriptions** | 4 (90 chars each) | CTA, unique value |52| **Display URL** | 2 paths (15 chars) | Relevant keywords |5354---5556## 3. Meta Ads (Facebook/Instagram)5758### Campaign Objectives5960| Objective | Goal | Optimization |61|-----------|------|--------------|62| **Awareness** | Reach | Impressions |63| **Traffic** | Clicks | Link clicks |64| **Engagement** | Interaction | Post engagement |65| **Leads** | Form fills | Leads |66| **Sales** | Purchases | Conversions |6768### Audience Types6970| Type | Source | Use |71|------|--------|-----|72| **Core** | Demographics, interests | Prospecting |73| **Custom** | Your data (email, pixel) | Retargeting, lookalike base |74| **Lookalike** | Similar to custom | Expansion |7576### Ad Formats7778| Format | Best For | Specs |79|--------|----------|-------|80| **Single image** | Simple message | 1080x1080 or 1200x628 |81| **Carousel** | Multiple products | 2-10 cards |82| **Video** | Engagement, stories | 15-60 sec optimal |83| **Collection** | E-commerce | Catalog integration |8485---8687## 4. LinkedIn Ads8889### Campaign Objectives9091| Objective | Best For |92|-----------|----------|93| **Brand awareness** | Top of funnel |94| **Website visits** | Traffic |95| **Engagement** | Content promotion |96| **Lead gen forms** | B2B leads |97| **Conversions** | High-value actions |9899### Targeting Options100101| Type | Examples |102|------|----------|103| **Job title** | Marketing Manager |104| **Job function** | Marketing |105| **Seniority** | Director+ |106| **Company size** | 200-500 employees |107| **Industry** | Technology |108| **Skills** | Digital Marketing |109110### Ad Formats111112| Format | Best For |113|--------|----------|114| **Single image** | Standard awareness |115| **Carousel** | Multi-part stories |116| **Video** | Brand stories |117| **Message ads** | Direct outreach |118| **Document ads** | Lead magnets |119120---121122## 5. Bidding Strategies123124### Google Bidding125126| Strategy | When to Use |127|----------|-------------|128| **Manual CPC** | Full control, learning |129| **Enhanced CPC** | Semi-automated |130| **Target CPA** | Cost-per-acquisition goal |131| **Target ROAS** | Revenue goal |132| **Maximize conversions** | Volume priority |133| **Maximize clicks** | Traffic priority |134135### Meta Bidding136137| Strategy | When to Use |138|----------|-------------|139| **Lowest cost** | Maximize volume |140| **Cost cap** | Control costs |141| **Bid cap** | Strict cost control |142| **Minimum ROAS** | Revenue focus |143144---145146## 6. Campaign Structure147148### Account Structure (Google)149150```151Account152└── Campaign (Budget, Settings)153 └── Ad Group (Keywords, Audience)154 └── Ads (Creative)155```156157### Recommended Structure158159| Level | Organization |160|-------|--------------|161| **Campaign** | By goal, product line, funnel stage |162| **Ad Group** | By theme, audience segment |163| **Ads** | 3-5 variations for testing |164165---166167## 7. Ad Copy Best Practices168169### Headlines That Convert170171| Element | Example |172|---------|---------|173| **Keyword inclusion** | "Best CRM Software" |174| **Benefit** | "Close 30% More Deals" |175| **Urgency** | "Limited Time Offer" |176| **Social proof** | "Trusted by 10,000+ Teams" |177| **Question** | "Tired of Lost Leads?" |178179### Description Copy180181| Element | Purpose |182|---------|---------|183| **Value prop** | Why choose you |184| **Features** | What you offer |185| **CTA** | What to do next |186| **Trust** | Credibility signals |187188---189190## 8. Landing Page Alignment191192### Message Match193194| Ad Element | Landing Page |195|------------|--------------|196| **Headline** | Hero headline |197| **Offer** | Above fold CTA |198| **Keywords** | In content |199| **Visual** | Consistent imagery |200201### Quality Score Factors (Google)202203| Factor | Weight | Improve By |204|--------|--------|------------|205| **Expected CTR** | High | Better ad copy |206| **Ad relevance** | Medium | Keyword-ad alignment |207| **Landing experience** | High | Page speed, content |208209---210211## 9. Key Metrics212213### Performance Metrics214215| Metric | Formula | Good |216|--------|---------|------|217| **CTR** | Clicks / Impressions | >2% search, >0.5% display |218| **CPC** | Spend / Clicks | Industry varies |219| **CPA** | Spend / Conversions | Below target |220| **ROAS** | Revenue / Spend | >3x minimum |221| **Quality Score** | Google rating 1-10 | >7 |222223### Efficiency Metrics224225| Metric | Indicates |226|--------|-----------|227| **Impression share** | Market coverage |228| **Search lost IS (rank)** | Bid competitiveness |229| **Search lost IS (budget)** | Budget constraints |230231---232233## 10. Optimization Checklist234235### Weekly236237- [ ] Check spend vs budget238- [ ] Review search terms, add negatives239- [ ] Pause underperforming ads240- [ ] Adjust bids on top performers241242### Monthly243244- [ ] Review campaign structure245- [ ] Refresh ad creative246- [ ] Analyze audience performance247- [ ] Test new targeting248249### Quarterly250251- [ ] Full account audit252- [ ] Competitive analysis253- [ ] Strategy review254- [ ] Budget reallocation255256---257258> **Remember:** PPC success comes from continuous testing and optimization. Start small, learn fast, scale what works.
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