The two largest and most common platforms are:

• Search Network (Google Ads/Bing Ads): Used for Search Ads (text-based ads appearing on search results pages) and Display Ads (image/banner ads on various websites).

• Social Media Advertising (Meta Ads, LinkedIn Ads, TikTok Ads): Focuses on user demographics, interests, and behaviors for targeted advertising

A Keyword is a word or phrase that a user types into a search engine. In Search PPC, advertisers bid on keywords relevant to their products or services. Its importance lies in intent: choosing the right keywords ensures your ad is displayed to users who are actively searching for what you offer, leading to higher quality traffic and better conversion rates.

• The Quality Score (QS) is a metric Google uses to estimate the quality and relevance of your ads, keywords, and landing pages. It is measured on a scale of 1-10.

  $$\text{Ad Rank} = \text{Quality Score} \times \text{Max Bid}$$

  A higher Quality Score results in a better Ad Rank at a lower cost-per-click (CPC), meaning you pay less for the same ad position than a competitor with a lower score

The process generally involves these steps:

1. Goal Setting: Define clear objectives (e.g., leads, sales, awareness).

2. Keyword Research/Audience Targeting: Identify relevant keywords or demographics.

3. Ad Copy Creation: Write compelling headlines and descriptions, including a clear CTA.

4. Landing Page Optimization: Ensure the page users click to is highly relevant and conversion-focused.

5. Bidding & Budgeting: Set daily budgets and bidding strategies.

6. Tracking Setup: Implement conversion tracking (e.g., Google Tag Manager) for accurate measurement

KPIWhat it MeasuresCTR (Click-Through Rate)Ad appeal/relevance (Clicks $\div$ Impressions)CPC (Cost-Per-Click)Efficiency of bidding and Quality ScoreCPA (Cost-Per-Acquisition)How much it costs to get one conversion (Total Cost $\div$ Conversions)ROAS (Return on Ad Spend)Revenue generated relative to cost (Revenue $\div$ Ad Spend)Conversion RateEffectiveness of the landing page (Conversions $\div$ Clicks)

A Negative Keyword is a word or phrase that prevents your ad from showing up for irrelevant searches. For example, if you sell premium leather boots, adding “cheap,” “free,” or “used” as negative keywords ensures your ad doesn’t waste money showing up for users looking for low-cost alternatives. They are essential for minimizing wasted spend and improving CTR

• Unlike SEO, which is a long-term strategy, PPC can generate results immediately once the campaign is approved and live. However, the first 4-8 weeks are typically used for data gathering, optimizing keywords, refining bids, and improving the Quality Score. True, sustainable, and optimized performance usually takes around 2-3 months of continuous iteration.

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A/B testing involves running two different versions of an element (e.g., two ad headlines, two landing page versions, or two bidding strategies) simultaneously to determine which performs better. It is crucial because even minor changes—like a different Call-to-Action (CTA)—can significantly impact CTR and conversion rates, allowing for continuous, data-driven optimization and maximizing ROI