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Pay-Per-Click (PPC) Advertising Curriculum
History of Pay-Per-Click (PPC) Advertising
Early 2000s: Pay-Per-Click (PPC) advertising emerged as a key digital marketing model, allowing businesses to pay only when users clicked their ads.
2002: Google AdWords (now Google Ads) revolutionized PPC by offering keyword-targeted ads, making it easier for businesses to reach specific audiences.
2010s: PPC expanded across platforms like Facebook, LinkedIn, and Bing, with advanced targeting, remarketing, and audience segmentation features.
Evolution: Modern PPC integrates AI-driven bidding strategies, automation, audience insights, and cross-platform tracking for improved ROI.
Current use: Widely used by businesses to drive traffic, generate leads, boost sales, and increase brand visibility across search engines, social media, and display networks.
Module 1: Introduction to PPC
- What is PPC & how it works
- PPC vs SEO: Key differences
- Platforms for PPC advertising (Google Ads, Microsoft Ads, Facebook Ads, LinkedIn Ads, Amazon Ads)
- Benefits of PPC in digital marketing
- Understanding PPC terminology (CPC, CTR, CPM, CPA, ROAS)
- PPC trends & future scope
Module 2: PPC Campaign Fundamentals
- Types of PPC campaigns (Search, Display, Video, Shopping, App)
- Campaign structure (Account → Campaigns → Ad Groups → Ads → Keywords)
- Understanding ad auction & bidding process
- Quality Score & its importance
- PPC campaign objectives (awareness, leads, conversions, sales)
Module 3: Keyword Research for PPC
- Difference between SEO keywords & PPC keywords
- Match types (Broad, Phrase, Exact, Negative)
- Long-tail keywords for cost-effective PPC
- Keyword research tools (Google Keyword Planner, SEMrush, Ahrefs, Ubersuggest)
- Competitor keyword analysis
- Building keyword lists & grouping strategies
Module 4: Google Ads – Search Advertising
- Google Ads account setup & dashboard overview
- Creating Search campaigns step by step
- Writing effective ad copy (headlines, descriptions, CTAs)
- Ad extensions (sitelink, callout, structured snippets, call, location)
- Dynamic search ads (DSA)
- Responsive search ads (RSA)
- Ad relevance & optimization techniques
Module 5: Google Ads – Display & Video Advertising
- Introduction to Display Network (GDN)
- Display ad formats (image, responsive, rich media)
- Video ad formats (YouTube: skippable, non-skippable, bumper, discovery ads)
- Targeting options (demographics, interests, placements, remarketing lists)
- Designing effective creatives for display & video ads
Module 6: Google Shopping & E-commerce PPC
- Setting up Merchant Center
- Product feed optimization
- Google Shopping campaigns
- Smart Shopping campaigns
- Performance Max campaigns for e-commerce
- E-commerce bidding strategies
- Measuring ROAS in Shopping Ads
Module 7: Social Media PPC
- Facebook Ads Manager basics
- Campaign structure for Facebook & Instagram Ads
- Audience targeting (core, custom, lookalike audiences)
- Ad formats (carousel, collection, instant experience, lead forms)
- LinkedIn Ads (Sponsored Content, InMail, Text Ads)
- Twitter Ads (Promoted Tweets, Follower Campaigns, Trends)
- TikTok Ads (In-feed, TopView, Branded Content)
Module 8: Remarketing & Retargeting
- What is remarketing & why it’s important
- Google Display remarketing campaigns
- Dynamic remarketing for e-commerce
- Facebook Pixel & custom audiences
- Retargeting strategies for different stages of the funnel
- Cross-platform remarketing
Module 9: Bidding & Budget Management
- Manual vs Automated bidding
- Smart bidding strategies (Target CPA, Target ROAS, Maximize Conversions)
- Budget allocation across campaigns
- Daily vs lifetime budgets
- Ad scheduling (dayparting)
- Geo-targeting & device targeting
- A/B testing ads & landing pages
Module 10: Landing Page Optimization
- Role of landing pages in PPC success
- Key elements of high-converting landing pages
- A/B testing landing pages
- Conversion Rate Optimization (CRO) strategies
- Tools for landing page design (Unbounce, Instapage, Leadpages)
- Integrating PPC with sales funnels
Module 11: Tracking & Analytics
- Conversion tracking setup in Google Ads & Analytics
- Google Tag Manager basics
- Setting up goals & events in GA4
- Measuring KPIs (CTR, CPC, CPA, Conversion Rate, ROAS)
- Attribution models in PPC (last-click, data-driven, position-based)
- Building PPC dashboards (Looker Studio, Supermetrics)
Module 12: Advanced PPC Strategies
- Competitor PPC analysis
- Multi-channel PPC strategies
- Using AI & automation in PPC
- PPC for lead generation vs e-commerce
- Account scaling strategies
- International PPC campaigns
- Voice search & PPC future trends
Practical Projects
- Create & launch a Google Search campaign
- Run a YouTube video ad campaign
- Set up a Shopping campaign for an e-commerce store
- Design a Facebook & Instagram Ads campaign
- Implement a remarketing campaign using Google & Meta Ads
- Generate a PPC performance report with actionable insights
Why Learn Pay-Per-Click (PPC) Advertising
PPC is a results-driven digital marketing strategy that helps businesses reach targeted audiences instantly. Learning it allows you to create and manage ad campaigns on Google, Facebook, LinkedIn, and other platforms to drive traffic, generate leads, and boost sales. It’s widely used in e-commerce, startups, agencies, and global enterprises—making it an essential skill for digital marketers, entrepreneurs, and business professionals.
Future Scope After Learning Pay-Per-Click (PPC) Advertising
The future scope of PPC advertising is highly promising as businesses continue to invest in digital marketing for measurable growth and ROI. By mastering PPC, you can pursue careers as a Digital Marketing Specialist, PPC Analyst, SEM Manager, Performance Marketer, or Growth Hacker, with opportunities in industries such as e-commerce, IT, real estate, education, healthcare, and advertising. With AI-driven automation, advanced analytics, and cross-platform integration shaping the future of online ads, PPC professionals can expect strong global career growth and long-term demand across agencies, startups, and multinational companies.
