ppc-advertising

name	ppc-advertising
description	Paid advertising on Google, Meta, LinkedIn with campaign structure and bidding strategies.
allowed-tools	Read, Glob, Grep

PPC Advertising

Master paid advertising across major platforms.

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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

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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

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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

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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

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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

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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

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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

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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

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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

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10. Optimization Checklist

Weekly

• Check spend vs budget
• Review search terms, add negatives
• Pause underperforming ads
• Adjust bids on top performers

Monthly

• Review campaign structure
• Refresh ad creative
• Analyze audience performance
• Test new targeting

Quarterly

• Full account audit
• Competitive analysis
• Strategy review
• Budget reallocation

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Remember: PPC success comes from continuous testing and optimization. Start small, learn fast, scale what works.