Module 11: Pay Per Click (Paid Media Marketing)

Pay Per Click (Advertisement)

1. PPC Introduction

PPC, which stands for Pay-Per-Click, is an online advertising model where advertisers pay a fee every time their ad is clicked. It is a form of digital advertising that allows businesses to display ads on various platforms, such as search engines and social media sites, and only pay when someone clicks on their ad.

The most common platform for PPC advertising is search engines like Google, where ads appear alongside search results. These ads are typically shown based on keywords related to the advertiser’s products or services. When a user searches for a specific keyword, the search engine displays relevant ads, and advertisers bid on those keywords to determine ad placement.

2. Online Advertising Foundation

The foundation of online advertising lies in leveraging digital platforms and technologies to promote products, services, or brands to a targeted audience. It encompasses various strategies and tactics aimed at capturing the attention, interest, and engagement of potential customers online.

3. Facebook and Instagram Advertising (Meta Ad)

Meta Metrics

Meta Metrics Table
Reach The number of unique people who saw your content. Reach = Impressions / Frequency
Impression The number of times your content was displayed, regardless of whether a unique person saw it or not. Impression = Cost / (CPM X 1000)
Frequency The average number of times a person saw your content. Frequency = Impressions / Unique Users
Engagement The number of interactions with your content, such as likes, comments, shares, and clicks.
CPE The cost to get one person to interact with your content. CPE = Cost / Engagement
Clicks The number of times people clicked on your content.
CPC The cost to get one person to click on your content. CPC = Cost / Clicks
Video Views The number of times your video was watched.
CPV The cost to get one person to watch your video. CPV = Cost / Video Views
Followers The number of people who have subscribed to your content.
Cost per Follower The cost to acquire one new follower. CPF = Cost / Number of new followers
CTR The percentage of people who saw your content and clicked on it. CTR = Clicks / Impressions * 100%
CPM The cost to reach 1,000 people with your content CPM = Cost / (Impressions / 1,000)
Eng Rate The percentage of people who saw your content and interacted with it. Eng Rate = Engagement / Impressions * 100%
ROI ROI measures the efficiency of an investment by expressing the gain or loss from an investment relative to its cost. ROI = (Net Profit / Investment Cost) * 100%

Campaign Objective

Campaign Objective Table
Awareness Show your ads to people who are most likely to remember them Good for:
1. Reach
2. Brand awareness
3. Video views
4. Store location awareness
Traffic Send people to a destination, such as your website, app, Instagram profile, or Facebook event 1. Link clicks
2. Landing page views
3. Messenger on Instagram and WhatsApp
4. Calls
5. Instagram profile visits
Engagement Get more messages, and purchases through messaging, video views, post engagement, Page likes, or event responses. 1. Messenger, Instagram and WhatsApp
2. Video views
3. Post Engagement
4. Conversions
5. Calls
Leads Collect leads for your business or brand. 1. Instant Forms
2. Messenger and Instagram
3. Conversions
4. Calls
App Promotion Find new people to install your app and continue using it. 1. App installs
2. App events
Sales Find people who are likely to purchase your product or service. 1. Conversions
2. Catalogue sales
3. Messenger, Instagram and WhatsApp
4. Calls

Practical Campaign Set up

  • How to Set Up a Campaign?
  • What is Campaign, Ad set, and Ad?
  • AB Testing?
  • What is the Budget & scheduling?
  • What is Audience Targeting and How Does It Work?
    • LAL Audience
    • Custom Audience
  • What is Placement?
  • What is a Partnership ad?
  • Ad Creative?
  • Ad Copies?
  • CTA?
  • Instant Forms?


  • CRM events (Add to get Quality Leads)
  • Website events(Add pixel code to your website)
  • App events (Add events to your app to view analytics.)

4. Google Advertising

Google Metrics

Campaign Objective Table
Cost How much money you've spent on your ad campaign
Impressions How many times your ad is served or shown
Clicks The number of clicks an ad receives on Google search or Google display network.
CPC How much you're paying on average for each click CPC = Cost/Clicks
Conversions Metric shows you the number of conversions you've received after the initial ad
Conversion rate The ratio of clicks to conversions is known as the conversion rate Con rate = (Total Conversation / Total no of Clicks) X 100
Cost Per Acquisition How much it costs to acquire one conversion from your campaigns CPA = CPC / Conversion Rate
ROAS ROAS is how effective your ads campaign is ROAS = Total Revenue from Advertising / Total Advertising Cost
Quality Score Quality Score is a number that represents how relevant your ad is to the keywords you're targeting and to the landing page

Campaign Objective

Campaign Objective Table
Sales Drive Sales Online, in app, by Phone, or in Store
Leads Get leads and other conversions by encouraging customers to take action
Website Traffic Get the right people to visit your website
Product and Brand Consideration All Features are in Awareness and Consideration
Awareness and Consideration Get the right people to visit your website
App Promotion Get more installs, engagement and pre-registration for your app
Local Store Visits and Promotions Drive visits to local stores, including restaurants and dealerships. Goals:
- Contact
- Get Directions

- store locations:
- Your business locations
- Affiliate locations
Create a Campaign without a goal's guidance Choose a campaign type first, without a recommendation based on your objective.
- Search
- Performance Max
- Display
- Shopping
- Video
- App
- Smart
- Hotel
- Demand Gen

Practical Campaign Set up

  • How to set up a Search Ad Campaign?
  • What is Bidding and bid strategy?
  • What are Audience segments?
  • Keywords Match Type?
  • Headlines & Descriptions
  • Asset Types
    • Sitelinks
    • Callouts
    • Prices
    • Calls etc…
  • What is Display Ad and How it works?
  • What is YouTube Ad and How it works?

5. LinkedIn Advertising

What is a LinkedIn ad

LinkedIn Ads are a powerful paid advertising tool within the professional networking platform. They allow businesses and individuals to reach a highly targeted audience of professionals by placing ads throughout the platform.

Campaign Objective

LinkedIn Campaign Objective Table
Awareness Brand awareness: Want more people to learn about my business.
Why Choose this objective: To tell more people about your product, services, company, or LinkedIn Event
Consideration Website visits: Want more people to visit a website through LinkedIn.
Why Choose this objective: Drive traffic to your website, marketing landing pages, LinkedIn Event
- This campaign will be shown to people most likely to click on your ads
Engagement: Want more people to engage with the content posts.
Why Choose this objective: To Increase social engagement with your content or LinkedIn Event and Increase followers to the Company Page
- This campaign will be shown to people most likely to engage with your ad or follow your company
Video views: Want more people to watch the videos.
Why Choose this objective: To share your videos with more people
- This campaign will be shown to people most likely to view your videos
Messaging: Want more people to message the company on LinkedIn Messaging.
Why Choose this objective: Increase engagement with your audience through Messaging and Increase followers to your member profile or Company page profile. Share more information about your product, services, or company
Conversions Lead generation: Want more quality leads on LinkedIn.
Why Choose this objective: To Capture leads on LinkedIn. Use a Lead Gen Form pre-filled with LinkedIn profile data. Directly integrate with a lead management platform
- This campaign will be shown to people most likely to fill out a LinkedIn Lead Gen Form
Website conversions: Want more purchases, registrations, or downloads.
Why Choose this objective: To Capture leads on your website and Drive actions that are valuable to your business.
- This campaign will be shown to people most likely to take the actions you define as valuable for your business
Job applicants: Want to promote job opportunities at the company.
Why Choose this objective: To tell people about relevant job opportunities at your company and Drive more applications to your job opportunities.
- This campaign will be shown to people most likely to view or click on your job ads

Practical Campaign Set up

  • How to Set Up a Campaign?
  • What is Campaign Groups, Campaigns, and Ads?
  • What is Audience Targeting and How Does It Work?
    • LinkedIn Audience
    • Audience Attributes
    • Custom Audience
  • Ad format?
  • Placements?
  • Forecasted results?
  • Creative and Copy?

6. Twitter Advertising

Campaign Objective

Campaign Objective Table
Reach Get more people to see my ad.
Engagements Get more likes, Retweets, replies, and link clicks.
Website Traffic Get more visitors to my website.
Keyword Reach users with high intent

Practical Campaign Set up

  • How to Set Up a Campaign?
  • Choose Objective
  • Create Ad
    • Ad text
    • Media
  • Customize delivery
    • Audiance Targeting
    • Keywords 
    • Follower look-alikes

7. Snapchat Advertising

Practical Campaign Set up

  • How to Set Up a Campaign?
  • What is Campaign, Ad set, and Ad?
  • AB Testing?
  • What is Audience Targeting and How Does It Work?
  • What is Placement?
  • Ad type?


  • Snap Pixel
  • Snap App ID Tracking

8. Conversion Rate Optimization

Conversion rate optimization (CRO) is the process of increasing the percentage of visitors to your website or app who take a desired action, such as making a purchase, signing up for a newsletter, or downloading a white paper.

Why is CRO important?

  • To Increase Revenue: By increasing your conversion rate, you can make more money from the same amount of traffic.
  • To Reduce customer acquisition costs: It’s cheaper to convert existing visitors into customers than it is to acquire new ones.
  • To Improve user experience: By optimizing your website for conversions, you’re also making it easier for users to find what they’re looking for and complete their goals

How do you do CRO?

  1. Define goals and target audience:
    – What specific actions do you want visitors to take? (e.g., purchase, subscribe, signup)
    – Who are you trying to reach with your website/app? (buyer personas)
  2. Analyze the current situation:
    – Audit your website/app for usability issues and conversion roadblocks.
    – Use analytics tools to understand user behavior and identify drop-off points in your conversion funnel.
    – Conduct A/B testing to see which elements currently work well and which ones need improvement.
  3. Develop hypotheses and prioritize:
    – Based on your analysis, what changes do you think might improve your conversion rate?
    – Prioritize your hypotheses based on potential impact and ease of implementation.
  4. Implement and test:
    – Implement your chosen changes on your website/app.
    – Use A/B testing or other methods to compare the performance of the new version with the old one.
    – Analyze the results and draw conclusions.
  5. Iterate and refine:
    – Based on your results, refine your hypotheses and continue testing and optimizing.
    – Remember, CRO is an ongoing process, not a one-time fix.

The benefits of CRO?

  • Increased website traffic: By improving your website’s usability and relevance, you can attract more visitors.
  • Improved brand awareness: By providing a positive user experience, you can create a more positive impression of your brand.
  • Increased customer loyalty: By making it easier for customers to do business with you, you can increase their loyalty.

9. Remarketing & Recall Ads

  • Remarketing: Remarketing, also known as retargeting, involves showing targeted ads to users who have previously interacted with your website or app. This interaction could include browsing specific pages, adding items to a cart, or making a purchase.
  • Recall Ads: Recall ads are a specific type of brand awareness campaign that focuses on reminding consumers of a brand they may have encountered before, even if they haven’t directly interacted with the brand’s website or app.

10. Media Planning and Tracker

  • What is Media Planning?
  • Why do we need to create a Media Plan?
  • Different types of Media Plan.
  • What is a Media Tracker and why create one?