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Performance Marketing (PPC)

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Performance Digital Marketing (PPC) - 90-Day Detailed Module

Introduction to PPC & Google Ads

  • What is PPC & Paid Marketing?
  • Differences between SEO, SEM, SMM
  • Google Ads ecosystem overview
  • PPC objectives: Awareness, Leads, Sales, Traffic, Store visits
  • Google Ads Networks: Search, Display, Video, Shopping Ads
  • Importance of Quality Score, CPC, and Ad Rank
  • Types of keywords: Broad, Phrase, Exact, Negative
  • Assignment: Identify PPC goals for 3 business types

Google Ads Account Setup & Structure

  • Gmail vs Non-Gmail Account Creation
  • Google Ads Hierarchy: Account > Campaign > Ad Group > Ads/Keywords
  • Billing methods and threshold concepts
  • Account settings walkthrough (country, time zone, currency)
  • Introduction to Google Keyword Planner
  • Activity: Set up dummy account and structure a campaign for a local business

Keyword Research & Campaign Building

  • Advanced Keyword Research Techniques
  • Short-tail vs Long-tail keywords
  • Competitor analysis using tools
  • Keyword intent classification
  • Introduction to Google Keyword Planner
  • Activity: Set up dummy account and structure a campaign for a local business

Ad Extensions Deep Dive

  • Manual Extensions: Call, Sitelinks, Callout, Structured Snippets, Location, Image, Business name and logo, and Message.
  • Automated Extensions
  • Location, App, Price & Promotion extensions
  • Best practices & CTR impact
  • Activity: Create ad copy and test with various extensions

Writing Winning Ads

  • Anatomy of a high-performing ad
  • Writing compelling headlines and descriptions
  • Call-to-Action (CTA) techniques
  • Ad variations (A/B testing)
  • Ad Approval Policy overview
  • Manual vs Smart Bidding strategies
  • Exercise: Write 3 variations of ads for one keyword group

Search Ad Types

  • Responsive Search Ads
  • Dynamic Search Ads (DSA)
  • Dynamic Keyword Insertion
  • Ad Customizer
  • Location Customizer
  • Call-only Ads
  • App Promotion Ads
  • Mobile vs Desktop search behavior
  • Exercise: Set up a campaign for service-based & shopping business.

Performance Max Lead Campaign

  • Intro & Importance of Performance Max Ad Campaign
  • Performance Max campaign Type
  • Types of Targeting
  • Campaign Creation using Assets & VideoExercise: Set up a campaign for service-based business.

Bidding Strategies

  • Manual CPC, Enhanced CPC (ECPC)
  • Maximize Clicks/Conversions
  • Target CPA, Target ROAS
  • Portfolio bid strategies
  • Smart Bids
  • Bid adjustments (location, device, ad schedule)
  • Case Study: How bid strategy improved ROAS for a travel client

Shopping Ads / eCommerce PPC

  • Google Merchant Center: setup & feed submission
  • Product Listing Ads (PLA)
  • Automatic feed upload (API)
  • Shopping campaign structure
  • Inventory filters, custom labels, promotions
  • Feed rules
  • Promotion Feeds
  • Dynamic Remarketing via Merchant Feed
  • Exercise: Create feed in spreadsheet & upload to Merchant Center

Performance Max Ecommerce Campaign

  • Intro & Importance of Performance Max Ad Campaign
  • Performance Max Campaign Creation for Shopping ads
  • Types of Targeting
  • Product Set Creation & Integration
  • Product SKU Performance Report.
  • Campaign Creation using Assets & VideoExercise: Set up a campaign for Ecommerce-based business.

Remarketing Strategies

  • Standard vs Dynamic Remarketing
  • Types of Standard Remarketing list.
  • Types of Dynamic Remarketing list.
  • Setting up tags via Google Tag Manager
  • RLSA (Remarketing List for Search Ads)
  • Remarketing audiences from GA4.
  • Custom combination audiences
  • Project: Build a remarketing audience and integration.

Performance Reporting

  • Campaign, Ad Group, Keyword-level reporting
  • Auction Insights & Competitor Analysis
  • A/B testing framework
  • Dimensions & Segment Reports
  • Search Terms vs Keywords
  • Assignment: Analyze performance report and suggest 3 optimizations

Google Display Ads

  • Display Network overview
  • Targeting: Contextual, Placement, Topics, Interests, Demographics, Custom Interest
  • Exclusions and brand safety controls
  • CPM, CPC, Viewable CPM bidding in Display
  • Live Demo: Create a display campaign for local service

Display Optimization & Tools

  • Placement Performance
  • Relative CTR
  • Performance Planner Tool
  • Reach Planner
  • Ad scheduling and frequency capping
  • Workshop: Optimize a low & Best performing display campaign

YouTube Video Ads

  • In-Stream (Skippable vs Non-skippable)
  • Ad Sequence
  • Drive Conversion
  • Audio Reach
  • YouTube Subscriptions and Engagements
  • In-Feed (formerly In-Display)
  • Targeting on YouTube: Placement, Topics, Affinity, Custom Intent
  • YouTube remarketing
  • Video campaign metrics & optimization
  • Task: Create a video campaign with video from YouTube

Advanced Conversion Tracking

  • Conversion types: Form, Phone, App, Offline
  • Setting up Google Tag Manager (GTM)
  • Importing goals from GA4
  • Call Extension & Click-to-Call tracking
  • Chat and Whatsapp Tracking
  • Event tracking via GTM
  • Exercise: Setup and test 2 types of conversions

Advanced Ecommerce Tracking

  • Conversion Event types: Add to Cart, Checkout and Purchase Tracking
  • Variable and Custom Variable Creation
  • Data Layer creations
  • Google Tag Creation

Optimization Techniques

  • Filters, labels, scripts for reporting
  • Shared budgets, rule-based automation
  • Invalid click detection & IP exclusions
  • Performance segmentation: device, time, audience
  • Keyword match type tuning
  • Task: Clean an existing campaign using optimization checklist

Google Ads Editor

  • Installing and syncing with account
  • Bulk edits and uploads
  • Copying campaigns and using drafts
  • Offline campaign building
  • Editor tips for faster scaling
  • Activity: Build campaign in Editor and push live

My Client Center (MCC)

  • MCC setup, access control
  • Managing multiple clients/accounts
  • Sharing access across teams
  • Linking Analytics, Merchant, and Tag Manager
  • Label & Budget management
  • Project: Setup team structure for MCC

Bing & Yahoo Ads

  • Bing Ads Account setup
  • Campaign import from Google Ads
  • Types of Ads – Responsive, Call only, Mobile Only, Dynamic Keyword Insertion, DSA
  • Bidding, extensions, and match types
  • AdCenter reporting and tools
  • Mobile-specific Bing Ads
  • Live Practice: Import and optimize campaign on Bing

Mobile App Campaigns

  • App campaigns for installs & engagement
  • Android vs iOS targeting
  • Using Firebase for app analytics
  • Ad Policy & Google Ads compliance (disallowed content, ad review)
  • Real-world ad disapproval cases
  • Activity: Setup app install ad and monitor results

Google Analytics (GA4) + Integration

  • Google Analytics (GA4) + Integration
  • Events, Conversions, Funnels in GA4
  • Demographics, Interests & User Behavior
  • Importing Analytics goals into Ads
  • Remarketing from GA4 audiences
  • Assignment: Setup 1 GA4 goal funnel and link to Google Ads

Facebook Ads – Basics

  • Ad Manager vs Boost Post
  • Billing setup, account structure
  • Types of campaigns: Awareness, Consideration, Conversion
  • Ad Sets, Custom Audience, Lookalike Audience
  • Retargeting with Pixel
  • Task: Launch a website traffic, Awareness and Lead driven campaign’s

Facebook Ads – Leads

  • Types of Ad Creation - WhatsApp, Messenger, Call, Lead
  • Type of Creative – Video, Static, Carousel, Dynamic & collection ads
  • Ad Enhancements – New function
  • Pixel Event Creation
  • Task: Launch a campaign that includes all these types of ads.

Facebook Ads – Ecommerce

  • Catalogue Integration and Creation
  • Product Set grouping using Sku’s, Title and Category.
  • Types of campaigns: Sales & Catalogue to boost sales and revenue
  • Ad Sets, Custom Audience, Lookalike Audience
  • Dynamic Retargeting with Pixel events
  • Task: Launch a sales and Catalogue campaign.

LinkedIn

  • LinkedIn campaign setup and targeting options
  • LinkedIn Leads ads campaign Setup
  • B2B Lead Generation Strategy on LinkedIn
  • Workshop: Create lead gen ad on LinkedIn

Amazon Ads

  • Amazon ads Intro
  • Key Terminology and Metric (Acos, Impression, Clicks)
  • Types of ads
  • Setting up Amazon Ads Account
  • Campaign Creation and Structure
  • Keyword and Product Targeting
  • Optimizing Product Listing Ads
  • Tracking and Analytics
  • Monitoring and optimizing Campaigns
  • Tool and Resources
  • Case Study and Live Project Work.

TikTok Ads

  • TikTok ads Intro
  • Key Terminology and Metric
  • Campaign Objectives – Brand Awareness, Website Conversion, Leads, TikTok Shop.
  • Types of ads
  • Setting up TikTok Ads Account
  • Campaign Setup and Launch
  • Keyword and Product Targeting
  • Tracking and Analytics
  • Monitoring and optimizing Campaigns
  • Tool and Resources
  • Case Study and Live Project Work.

Snapchat Ads

  • Overview of Snapchat as a marketing platform
  • Key Terminology and Metric
  • Campaign Objectives – Brand Awareness, Website Conversion, Leads, Video Views.
  • Types of ads
  • Setting up Snapchat Ads Account
  • Campaign Setup and Launch
  • Audience Targeting and Segmentation.
  • Tracking and Analytics
  • Monitoring and optimizing Campaigns
  • Tool and Resources
  • Case Study and Live Project Work.

GA 4

  • Introduction to GA4 Dashboard
  • GA4 Setup and Integration
  • Ecommerce Event tracking in GA4 – add_to_cart, View_Item, Begin_Checkout, Purchase.
  • Ecommerce Funnel and Conversion Tracking
  • Ecommerce Reporting and Analytics
  • Ecommerce Custom Report Creation
  • Bounce Rate, Page Performance, and Average Time on site.
  • Revenue Monitoring
  • Webmaster Tool Integration
  • Performing Search Terms Report Analysis
  • Source Medium Wise Performance Analysis
  • Channel Wise Performance Analysis.

Certifications & Exam Prep

  • Google Ads Certification (Search, Display, Video, Shopping)
  • Microsoft Ads Certification
  • Practice quizzes & test-taking strategy
  • Exam Registration Walkthrough
  • Portfolio creation from Live Projects
  • Bonus: Personal branding tips for PPC freelancers

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