PPC
PPC Reporting and Performance Analysis
Last Updated: October 17, 2026Quick Definition PPC reporting summarises paid campaign delivery and outcomes. Performance analysis interprets the data, explains likely causes and recommends the next actions. Core Metrics Spend: Amount spent during the reporting period. Impressions and clicks: Delivery and traffic volume. CTR: Clicks divided by impressions. Average CPC: Spend divided by clicks. Conversions: Tracked actions defined by...
A/B Testing Ads
Last Updated: October 17, 2026Quick Definition A/B testing compares two variants to learn which performs better against a predefined metric. In PPC, tests may compare headlines, value propositions, calls to action, landing pages or other elements. Design a Useful Test Set a hypothesis: Explain why one change may improve a specific outcome. Choose one primary metric: Such as qualified...
Campaign Optimization
Last Updated: October 17, 2026Quick Definition PPC campaign optimization is the ongoing process of using performance evidence to improve targeting, ads, landing pages, bids, budgets and conversion outcomes. Start with the Goal Optimise toward the campaign’s primary objective—such as qualified leads, purchases or profitable revenue. Clicks and impressions are useful diagnostic metrics but should not replace the intended business...
ROAS and ROI Formulas
Last Updated: October 17, 2026Quick Definition ROAS (Return on Ad Spend) measures attributed revenue relative to advertising spend. ROI (Return on Investment) measures profit relative to the investment cost, using a clearly defined cost and return scope. ROAS Formula ROAS = Attributed Revenue ÷ Ad Spend As a percentage: ROAS % = (Attributed Revenue ÷ Ad Spend) × 100....
CPC, CPM, CTR and CPA
Last Updated: October 17, 2026Quick Definition CPC, CPM, CTR and CPA are common advertising metrics used to understand cost, engagement and acquisition efficiency. 1. CPC — Cost per Click Formula: CPC = Total Ad Spend ÷ Total Clicks Example: ₹2,000 spent ÷ 100 clicks = ₹20 average CPC. CPC helps show how much traffic costs, but does not tell...
Conversion Tracking
Last Updated: October 17, 2026Quick Definition Conversion tracking records valuable actions after an ad interaction, such as a purchase, qualified enquiry, phone call or sign-up. It helps advertisers evaluate which campaigns contribute to meaningful outcomes. Choose the Right Conversions Define actions that reflect business value. For an ecommerce site, a completed purchase and its value may be primary. For...
Landing Page Optimization
Last Updated: October 17, 2026Quick Definition Landing page optimization improves the page users reach after clicking an ad so that it clearly meets their needs and makes the intended action easy to complete. Why Landing Pages Matter An ad can attract the right click, but a confusing or irrelevant page may prevent a user from enquiring or purchasing. The...
Audience Targeting and Remarketing
Last Updated: October 17, 2026Quick Definition Audience targeting helps advertisers reach groups of people based on permitted signals and campaign settings. Remarketing reaches eligible people who previously interacted with a website, app or business, subject to platform policies and consent requirements. Common Audience Approaches Demographic signals: Use supported demographic attributes where relevant and permitted. Interest and affinity signals: Reach...
Campaign Planning and Budgeting
Last Updated: October 17, 2026Quick Definition PPC campaign planning defines the objective, audience, offer, targeting, budget, measurement and optimisation approach before ads launch. 1. Define the Objective Choose a measurable goal such as qualified leads, purchases, calls or relevant website visits. Identify the primary conversion and the business value of that action before selecting campaign settings. 2. Understand the...
Ad Copy and Extensions/Assets
Last Updated: October 17, 2026Quick Definition Ad copy is the text that communicates an offer in an advertisement. Google Ads assets are additional elements—such as sitelinks, callouts, images or phone details—that may be shown with eligible ads. The interface increasingly uses the term “assets” for what were historically called ad extensions. Writing Effective Ad Copy Reflect the user’s query...
Bidding Strategies
Last Updated: October 17, 2026Quick Definition PPC bidding strategies determine how bids are set to compete for ad opportunities. Google Ads offers manual and automated approaches; the suitable option depends on the campaign goal, data quality and level of control needed. Common Strategy Types Manual CPC: The advertiser sets bids at supported levels, retaining direct control over bids. Maximize...
Search, Display, Video and Shopping Ads
Last Updated: October 17, 2026Quick Definition Google Ads offers campaign types and formats that can reach users through search results, websites and apps, video placements, and product-focused experiences. The best option depends on the objective, audience and available creative or product data. Search Ads Search ads can appear when people search for relevant terms. They are useful for capturing...
Quality Score
Last Updated: October 17, 2026Quick Definition Quality Score is a Google Ads diagnostic metric reported for eligible search keywords. It is based on three components: expected click-through rate, ad relevance and landing-page experience. It is intended to help diagnose opportunities, not to serve as a complete live-auction score. The Three Components Expected Click-Through Rate An estimate of how likely...
Keyword Match Types and Negative Keywords
Last Updated: October 17, 2026Quick Definition Keyword match types control how closely a user’s search must relate to a keyword for an ad to be eligible. Negative keywords help prevent ads from showing for searches that are irrelevant to the campaign. Google Ads Match Types Match type Notation General behaviour Broad match running shoes Can match searches related in...
Campaign, Ad Group and Keyword Structure
Last Updated: October 17, 2026Quick Definition In a search campaign, a campaign sets broad controls, an ad group organises a related theme, and keywords help match ads to relevant searches under the campaign’s targeting rules. Campaign Level Use campaigns to separate meaningful differences such as budget, geography, language, campaign type, bidding approach or business objective. A campaign should have...
Google Ads Account Structure
Last Updated: October 17, 2026Quick Definition Google Ads account structure is the hierarchy used to organise advertising activity, settings, targeting, budgets, ads and measurement. Main Levels Account: Holds billing, access, account-level settings and links to measurement tools. Campaign: Typically controls the advertising objective or campaign type, budget, networks, locations, language, schedule and bidding settings. Ad group: Organises related keywords...
PPC Auction and Ad Rank
Last Updated: October 17, 2026Quick Definition A PPC auction is the process an advertising platform uses to decide which eligible ads can appear for a search or placement. Ad Rank helps determine whether an ad is eligible and where it may appear. The exact calculation depends on the platform and auction context. How the Auction Works A user performs...
What is PPC?
Last Updated: October 17, 2026Learn what PPC advertising is, how ad auctions and bidding work, common PPC types, key metrics and formulas, campaign setup and optimization.