Mastering PPC A Comprehensive Guide To Pay Per Click Advertising

Mastering PPC: A Compre-
hensive Guide to Pay-Per-

Click Advertising
Khandaker M. Riyadh
Published by Khandaker M. Riyadh, 2024.
While every precaution has been taken in the prepara-
tion of this book, the publisher assumes no responsibili-
ty for errors or omissions, or for damages resulting from
the use of the information contained herein.
MASTERING PPC: A COMPREHENSIVE GUIDE
TO PAY-PER-CLICK ADVERTISING
First edition. May 4, 2024.
Copyright © 2024 Khandaker M. Riyadh.
Written by Khandaker M. Riyadh.
Dedication:
"To the visionary leadership of my country,

Prime Minister Sheikh Hasina, whose commit-
ment to progress and innovation inspires us all.
To my beloved family—my wife, whose unwa-

vering support fuels my passion, my son, whose
laughter brightens my days, my sister, whose
strength and kindness inspire me, and my
brother-in-law, whose wisdom and camaraderie
enrich my life.
Thank you for your endless love, encourage-

ment, and understanding. This book is dedicat-
ed to you with gratitude and appreciation for
always being my pillars of strength.
Pay Per Click (PPC) Course
Outline
Module 1: Introduction to Pay Per Click
• What is Pay Per Click (PPC)?

• How Does Pay Per Click Advertising Work?
• Types of Pay Per Click
◦ Search PPC
◦ Display PPC
Module 2: PPC Terminology
• Key Terminologies of PPC
Module 3: PPC Campaigns Types
• Types of PPC Campaigns

◦ Paid Search Marketing
◦ Display Advertising
◦ Social Media Advertising
1
2 KHANDAKER M. RIYADH
◦ Retargeting PPC Advertising

◦ Price Comparison Website Advertising
◦ Affiliate Marketing
Module 4: Understanding Google AdWords
• Introduction
• Benefits of Google AdWords
◦ AdWords Works Faster than SEO
◦ Increase Brand Awareness
◦ Measure Your Performance Consistently
◦ Explore More Using Your Ads
◦ Tackle Your Competition Better
Module 5: AdWords Campaigns Creation
• Creating a Google Ads Campaign

◦ Get a Google Ads Account
◦ Set Up Your Campaign Goals
◦ Complete the "Describe Your Business"
Section
◦ Designate Your Geographic Area
TO PAY-PER-CLICK ADVERTISING 3
◦ Setup Keywords
◦ Write Your Ad
◦ Set Your Ad Budget
◦ Complete the "Budget and Review" Section
◦ Double Check Your Double Check
◦ Setup Billing
◦ Submit
Module 6: Calculating Campaign ROI Metrics
• Overview
• Key Elements in Marketing ROI Calculations
◦ Total Revenue
◦ Gross Profit
◦ Net Profit
Module 7: Google AdWords Dashboard
• Overview
◦ Creating a Dashboard
◦ Adding a Scorecard
◦ Adding a Table or Chart
◦ Adding a Note
◦ Sharing Your Dashboard
Module 8: Bid Strategy
• Overview
◦ Automated Bidding
◦ How to Select the Right Bidding Strategy?
Module 9: Selecting Keywords
• Overview
◦ User Journeys to Identifying Target
Keywords
Module 10: Social Media Platforms Ads
⯑ Social Media Platforms Ads Overview

o How can Social Media Help Business?
o How to Find Influential Tweeters?
o Building Connections and Recommendations
Module 1: Introduction to Pay Per Click
• What is Pay Per Click (PPC)?

• How Does Pay Per Click Advertising Work?
• Types of Pay Per Click
• Search PPC
• Display PPC
Pay-Per-Click (PPC) is an online advertising model

where advertisers pay a fee each time their ad is clicked.
It’s a way of buying visits to your site, rather than at-
tempting to “earn” those visits organically.
**How Does Pay-Per-Click Advertising Work?**
In PPC advertising, advertisers bid on specific key-
words relevant to their target audience. When users con-
duct searches using those keywords, the search engine
displays sponsored ads related to the search query. Ad
placement is typically determined by a combination of
bid amount and ad quality score, which is based on fac-
tors like ad relevance, click-through rate, and landing

page experience.
When a user clicks on the ad, the advertiser pays the
search engine a predetermined amount, hence the term
“pay-per-click.” The goal of PPC advertising is to drive
targeted traffic to a website and convert those visitors in-
to customers or leads.
**Types of Pay-Per-Click Advertising:**
1. **Search PPC:** Search PPC involves dis-

playing text ads on search engine results pages
(SERPs) in response to user searches. Google
Ads (formerly AdWords) is the most popular
platform for search PPC advertising. For ex-
ample, when a user searches for “best running
shoes,” sponsored ads for relevant products or
brands may appear at the top or bottom of the
search results page.
2. **Display PPC:** Display PPC involves

placing visual ads, such as banners or inter-
active media, on websites within a network

of partner sites. These ads appear on websites
that are relevant to the advertiser’s target au-
dience, rather than in response to specific
search queries. Google Display Network and
social media platforms like Facebook and In-
stagram offer display PPC advertising op-
tions.
**Example:**
Suppose you own an online bookstore and want to
promote a new line of mystery novels. You decide to
launch a PPC campaign targeting the keyword “best
mystery books” using Google Ads.
1. **Search PPC:** When users search for “best

mystery books” on Google, your text ad
appears at the top of the search results. The ad
includes a compelling headline, description,
and a link to your bookstore’s landing page
showcasing the latest mystery novels.
1. **Display PPC:** In addition to search ads,

you create visually appealing banner ads
featuring images of popular mystery novels.
These ads are displayed on websites frequented
by book enthusiasts, such as literary blogs or
book review sites, enticing users to click
through to your bookstore’s website.
Through effective PPC management and optimiza-

tion, you can attract potential customers actively search-
ing for your products or browsing relevant content on-
line, driving traffic and conversions for your business.
Module 2: PPC Terminology
• Key Terminologies of PPC
Here are some key terminologies in PPC advertising ex-

plained in detail:
1. **Keyword:** Keywords are words or phrases

that advertisers bid on to trigger their ads

when users search for those terms. Keywords
are central to PPC campaigns as they
determine when and where ads will appear.
1. **Ad Copy:** Ad copy refers to the text of the

advertisement that appears in search engine
results or on websites. It typically includes a
headline, description, and a call-to-action,
designed to attract clicks from users.
1. **Bid:** Bid refers to the maximum amount an

advertiser is willing to pay for a click on their
ad. Advertisers compete in real-time auctions
to secure ad placements, and the bid amount
influences ad position and visibility.
1. **Quality Score:** Quality Score is a metric

used by search engines like Google to evaluate
the relevance and quality of ads, keywords, and
landing pages. It’s based on factors like click-
through rate, ad relevance, and landing page

experience, and it affects ad rank and cost-per-
click.
1. **Ad Rank:** Ad Rank determines the

position of an ad on a search engine results
page (SERP) and is calculated based on the bid
amount, Quality Score, and ad format. Higher
ad ranks typically result in better ad placement
and visibility.
1. **Click-Through Rate (CTR):** Click-

Through Rate is the percentage of users who
click on an ad after seeing it. It’s calculated by
dividing the number of clicks by the number of
ad impressions and is used to measure the
effectiveness of ad campaigns.
1. **Conversion:** A conversion occurs when a

user takes a desired action after clicking on an
ad, such as making a purchase, signing up for a
MASTERING PPC: A COMPREHENSIVE
GUIDE TO PAY-PER-CLICK ADVERTISING 11
newsletter, or filling out a contact form.

Conversions are tracked and measured to
assess the performance and return on
investment of PPC campaigns.
1. **Impressions:** Impressions refer to the

number of times an ad is displayed to users,
regardless of whether it’s clicked or not.
Impressions indicate the reach and visibility of
an ad campaign.
1. **Cost-Per-Click (CPC):** Cost-Per-Click is

the amount an advertiser pays each time their
ad is clicked. It’s determined by factors like bid
amounts, competition, and ad quality, and it
directly influences campaign costs and ROI.
1. **Ad Extension:** Ad extensions are additional

pieces of information or features that can be
added to PPC ads to provide more context and
encourage user engagement. Examples include
call extensions, location extensions, and

sitelink extensions.
Understanding these key terminologies is essential

for effectively managing and optimizing PPC campaigns
to achieve desired results and maximize return on invest-
ment.
Module 3: PPC Campaigns Types
*Types of PPC Campaigns
⯑ Paid Search Marketing

⯑
⯑ Display Advertising
⯑
⯑ Social Media Advertising
⯑
⯑ Retargeting PPC Advertising
⯑
⯑ Price Comparison Website Advertising
⯑
⯑ Affiliate Marketing
Explanation of each type of PPC campaign:
1. **Paid Search Marketing:** Paid search

marketing involves placing text ads on search
engine results pages (SERPs) based on specif-
ic keywords. Advertisers bid on keywords rel-
evant to their products or services, and their
ads are displayed when users search for those
terms. The most common platform for paid
search marketing is Google Ads (formerly
AdWords).
2. **Display Advertising:** Display advertis-

ing involves placing visual ads, such as ban-
ners, images, or interactive media, on websites
within a network of partner sites. These ads
appear on websites that are relevant to the ad-
vertiser’s target audience and can be targeted
based on demographics, interests, or brows-
ing behavior. Google Display Network and
social media platforms like Facebook and In-

stagram offer display advertising options.
3. **Social Media Advertising:** Social media

advertising involves promoting ads on social
media platforms like Facebook, Instagram,
Twitter, LinkedIn, and Pinterest. These plat-
forms offer sophisticated targeting options
based on demographics, interests, behavior,
and user engagement. Social media ads can be
in the form of sponsored posts, carousel ads,
video ads, or stories.
4. **Retargeting PPC Advertising:** Retar-

geting, also known as remarketing, involves
displaying ads to users who have previously
visited your website or engaged with your
content but did not complete a desired ac-
tion, such as making a purchase or filling out
a form. Retargeting ads are shown to these
users as they browse other websites or social
media platforms, reminding them of your

products or services and encouraging them to
return.
5. **Price Comparison Website Advertis-

ing:** Price comparison website advertising
involves listing products or services on price
comparison websites like Google Shopping,
PriceGrabber, or Shopzilla. Advertisers bid
on product listings, and their products are
displayed alongside competitors’ offerings, al-
lowing users to compare prices, features, and
reviews before making a purchase.
6. **Affiliate Marketing:** Affiliate marketing

involves partnering with third-party publish-
ers or affiliates who promote your products
or services in exchange for a commission on
sales or leads generated. PPC advertising can
be used to drive traffic to affiliate websites or
landing pages, where users can learn more

about the products and make purchases.
Each type of PPC campaign offers unique advan-

tages and targeting options, allowing advertisers to reach
their target audience effectively and achieve their mar-
keting objectives.
Example:
Example illustrating each type of PPC campaign:
1. **Paid Search Marketing:**
Suppose you own a boutique coffee shop in New

York City and want to attract more customers. You cre-
ate a Google Ads campaign targeting keywords like “best
coffee NYC” and “artisanal coffee shop,” bidding on
these keywords to display your text ads at the top of
Google search results. When users in New York City
search for these terms, they see your ad promoting your
coffee shop’s specialty blends and cozy atmosphere, en-
couraging them to visit your store.
1. **Display Advertising:**
You’re a fashion retailer launching a new line of

spring clothing and accessories. To reach fashion-con-
scious consumers, you create visually appealing banner
ads featuring images of your latest collection. These ads
are displayed on fashion blogs, lifestyle websites, and
social media platforms frequented by your target audi-
ence, showcasing your products and enticing users to
click through to your website to explore the collection
further.
1. **Social Media Advertising:**
Your software company has developed a productiv-

ity app targeted at remote workers and freelancers. To
promote the app, you create sponsored posts on
LinkedIn targeting professionals interested in produc-
tivity tools and remote work. Your ads highlight the
app’s features, such as task management, time tracking,
and collaboration, and include a call-to-action prompt-

ing users to download the app or sign up for a free trial.
1. **Retargeting PPC Advertising:**
A user visits your online fashion store, browses

through several product pages, but leaves without mak-
ing a purchase. To re-engage this user and encourage
them to complete their purchase, you launch a retarget-
ing campaign. As the user browses other websites or so-
cial media platforms, they see ads displaying the prod-
ucts they viewed on your website, along with personal-
ized recommendations or special offers, prompting them
to revisit your store and complete their purchase.
1. **Price Comparison Website Advertising:**
You’re a consumer electronics retailer selling smart-

phones, laptops, and accessories. To increase visibility
and reach tech-savvy consumers, you list your products
on Google Shopping. Users searching for specific prod-
ucts or comparing prices across different brands see your

listings alongside competitors’ offerings, complete with
product images, prices, and reviews, helping them make
informed purchasing decisions.
1. **Affiliate Marketing:**
Your online fitness apparel brand partners with fit-

ness influencers and bloggers to promote your ac-
tivewear products. You provide affiliates with unique
tracking links to include in their blog posts, social media
posts, or YouTube videos. When users click on these
links and make a purchase on your website, the affiliate
earns a commission on the sale. PPC advertising can be
used to drive traffic to affiliate websites or landing pages,
where users can learn more about your products and
make purchases.
Module 4: Understanding Google AdWords
• Introduction
• Benefits of Google AdWords
i. AdWords Works Faster than SEO

ii. Increase Brand Awareness
iii. Measure Your Performance Consistently
iv. Explore More Using Your Ads
v. Tackle Your Competition Better
Sure, here’s an overview of Google AdWords and the

benefits it offers:
**1) Introduction to Google AdWords:**
Google AdWords, now known as Google Ads, is an
online advertising platform developed by Google. It al-
lows businesses to create and display ads on Google’s
search engine results pages (SERPs) and across its ex-
tensive network of partner websites. Advertisers bid on
specific keywords relevant to their target audience, and
their ads are displayed to users who search for those
terms or visit websites related to their products or ser-
vices.
**2) Benefits of Google AdWords:**
**a) AdWords Works Faster than SEO:**
Unlike search engine optimization (SEO), which

can take time to see results, Google AdWords offers in-
stant visibility. Advertisers can create and launch ad cam-
paigns quickly, allowing them to reach potential cus-
tomers right away and generate traffic and leads for their
business.
**b) Increase Brand Awareness:**
Google AdWords enables businesses to increase
their brand visibility and reach a wider audience. Adver-
tisers can display their ads to users across Google’s search
network and display network, ensuring that their brand
message is seen by potential customers as they browse
the web.
**c) Measure Your Performance Consistently:**
One of the key benefits of Google AdWords is its ro-
bust tracking and reporting capabilities. Advertisers can
track the performance of their ads in real-time, monitor-
ing metrics such as clicks, impressions, conversions, and
return on investment (ROI). This data allows businesses
to make informed decisions and optimize their ad cam-
paigns for better results.
**d) Explore More Using Your Ads:**

Google AdWords offers various ad formats and tar-
geting options, allowing advertisers to tailor their ads to
specific audiences and objectives. Whether it’s text ads,
display ads, video ads, or shopping ads, businesses can
experiment with different ad formats to see what works
best for their goals and target audience.
**e) Tackle Your Competition Better:**
With Google AdWords, businesses can outmaneu-
ver their competitors by targeting the same keywords
and audiences. Advertisers can bid strategically, optimize
their ad copy and landing pages, and stay ahead of the
competition in the search engine results pages (SERPs),
ensuring that their ads stand out and attract clicks from
potential customers.
Overall, Google AdWords offers businesses a pow-
erful and cost-effective way to reach their target audi-
ence, drive traffic to their website, and achieve their mar-
keting objectives. By leveraging its features and benefits,
businesses can maximize their online visibility, generate
leads, and grow their revenue effectively.
Module 5: AdWords Campaigns Creation
• Creating a Google Ads Campaign
O Get a Google Ads Account
O Set Up Your Campaign Goals
O Complete the “Describe Your Business”

Section
O Designate Your Geographic Area
O Setup Keywords
O Write Your Ad
O Set Your Ad Budget
Complete the “Budget and Review” Sec-

tion
Let's go through each step of creating a

Google Ads campaign with examples:
**A) Get a Google Ads Account:**
To create a Google Ads account, visit the

Google Ads website (ads.google.com) and
click on the "Start Now" button. Follow the
prompts to sign in with your Google account
or create a new one if you don't have one al-
ready. Once logged in, you'll be guided
through the process of setting up your ac-
count.
**B) Set Up Your Campaign Goals:**
Define your campaign goals based on your

business objectives. For example, if you're a
local plumbing company looking to generate
leads for your services, your campaign goal
might be to increase phone calls or form sub-
missions from potential customers.
**C) Complete the “Describe Your Business”

Section:**
Provide details about your business, including

your industry, products or services, and target
audience. For instance, if you're a digital mar-
keting agency specializing in social media
management for small businesses, you would
specify that you're in the marketing industry
targeting small business owners.
**D) Designate Your Geographic Area:**
Choose the geographic area where you want

your ads to be shown. This could be a specific
city, region, country, or even worldwide, de-
pending on your target market. For example,
if you're a local bakery, you might target users
within a 10-mile radius of your location to at-
tract nearby customers.
**E) Setup Keywords:**

Select relevant keywords that users might use

when searching for your products or services.
These keywords trigger your ads to appear in
Google search results. For instance, if you're a
pet grooming salon, your keywords might in-
clude "dog grooming," "cat grooming," or "pet
grooming services."
**F) Write Your Ad:**
Craft compelling ad copy that entices users

to click on your ad. Your ad should include
a headline, description, and a call-to-action.
For example, if you're a landscaping company,
your ad might have a headline like "Trans-
form Your Outdoor Space" and a description
highlighting your services and expertise.
**G) Set Your Ad Budget:**
Determine your daily or monthly ad budget

based on your advertising goals and financial
resources. Set a maximum amount you're will-

ing to spend per day or per month on your
campaign to ensure you stay within your bud-
get.
**H) Complete the “Budget and Review”

Section:**
Review your campaign details, including your

budget settings, targeting options, ad copy,
and keywords. Make any necessary adjust-
ments to ensure your campaign is optimized
for success. Once you're satisfied, finalize your
budget and launch your campaign.
By following these steps and customizing

them to fit your business needs, you can create
an effective Google Ads campaign that reach-
es your target audience, drives traffic to your
website, and helps you achieve your market-
ing objectives.
Example
Let’s create a hypothetical Google Ads campaign for
a local pizza restaurant:
**A) Get a Google Ads Account:**
John, the owner of “Delicious Pizza,” visits the
Google Ads website and clicks on the “Start Now” but-
ton. He signs in with his existing Google account or cre-
ates a new one if he doesn’t have one already. After pro-
viding some basic information about his business, John’s
Google Ads account is set up and ready to go.
**B) Set Up Your Campaign Goals:**
John’s campaign goal is to increase foot traffic to his
pizza restaurant and generate more dine-in customers.
He wants to encourage local residents to visit his restau-
rant for lunch and dinner, especially on weekends and
during special promotions.
**C) Complete the “Describe Your Business” Sec-
tion:**
In the “Describe Your Business” section, John spec-
ifies that he owns a local pizza restaurant located in
downtown Brooklyn. He offers a variety of hand-tossed
pizzas, fresh salads, and homemade desserts. His target

audience includes families, students, and professionals
looking for casual dining options.
**D) Designate Your Geographic Area:**
John designates his geographic area as a 5-mile ra-
dius around his restaurant’s location in downtown
Brooklyn. He wants his ads to be shown to users within
this area to attract nearby customers who are more likely
to visit his restaurant.
**E) Setup Keywords:**
John selects relevant keywords related to his pizza
restaurant, such as “best pizza in Brooklyn,” “pizza deliv-
ery near me,” and “family-friendly restaurant.” These key-
words trigger his ads to appear when users search for piz-
za-related terms on Google.
**F) Write Your Ad:**
John crafts a compelling ad with a headline that says
“Delicious Pizza – Taste the Difference!” and a descrip-
tion highlighting his restaurant’s mouthwatering pizzas,
cozy atmosphere, and friendly staff. He includes a call-
to-action inviting users to “Visit Us Today for Freshly

Baked Pizza!”
**G) Set Your Ad Budget:**
John sets a daily budget of $50 for his Google Ads
campaign. This budget ensures that his ads are shown
throughout the day to potential customers within his
target geographic area. He plans to monitor his cam-
paign’s performance and adjust the budget as needed.
**H) Complete the “Budget and Review” Section:**
In the “Budget and Review” section, John reviews
his campaign details, including his ad copy, keywords,
and budget settings. He confirms that everything looks
good and clicks on the “Launch Campaign” button to fi-
nalize his settings and start running his ads.
By following these steps, John has created a Google
Ads campaign that effectively promotes his pizza restau-
rant to local customers, driving foot traffic and increas-
ing sales.
Module 6: Calculating Campaign ROI Metrics
• Overview
• Key Elements in Marketing ROI Calcula-

tions
⯑ Total Revenue
⯑ Gross Profit
⯑ Net Profit
Let’s break down the process of calculating cam-

paign ROI metrics:
**1) Overview:**
Campaign ROI (Return on Investment) is a measure
used to evaluate the profitability of a marketing cam-
paign by comparing the revenue generated from the
campaign to the costs incurred. A positive ROI indicates
that the campaign generated more revenue than it cost
to execute, while a negative ROI means that the cam-
paign resulted in a net loss.
**2) Key Elements in Marketing ROI Calcula-
tions:**
**A) Total Revenue:**
Total revenue refers to the sum of all the income
generated from sales resulting directly from the market-
ing campaign. This includes revenue from product sales,

service subscriptions, or any other transactions attrib-
uted to the campaign.
**Example:**
Let’s say you run a digital marketing campaign pro-
moting your online fitness coaching services. Over the
course of the campaign, you generate $10,000 in revenue
from new client sign-ups and package purchases.
**B) Gross Profit:**
Gross profit is the total revenue minus the cost of
goods sold (COGS) or the direct costs associated with
producing the goods or services sold. It represents the
profit earned before deducting operating expenses such
as marketing, salaries, and rent.
**Example:**
Continuing with the fitness coaching campaign ex-
ample, let’s assume that the total cost of providing your
coaching services, including website hosting fees, soft-
ware subscriptions, and payment processing fees,
amounts to $3,000. Therefore, your gross profit would
be $10,000 (total revenue) - $3,000 (COGS) = $7,000.
**C) Net Profit:**

Net profit, also known as the bottom line, is the total
revenue minus all expenses, including COGS, operating
expenses, and taxes. It represents the final profit after all
costs have been deducted from revenue.
**Example:**
Using the same fitness coaching campaign example,
let’s assume that your operating expenses, such as ad-
vertising costs, salaries, and office supplies, amount to
$2,000. Additionally, let’s assume that your tax liability
is $500. Therefore, your net profit would be $10,000 (to-
tal revenue) - $3,000 (COGS) - $2,000 (operating ex-
penses) - $500 (taxes) = $4,500.
Calculating these key elements allows you to assess
the effectiveness of your marketing campaign in gen-
erating revenue and profitability for your business. By
comparing the total revenue to the costs incurred, you
can determine whether the campaign delivered a posi-
tive ROI and contributed to your business’s overall suc-
cess.
Module 7: Google AdWords Dashboard

** Overview
⯑ Creating a Dashboard
⯑ Adding a Scorecard
⯑ Adding a Table or Chart
⯑ Adding a Note
⯑ Sharing Your Dashboard
Let’s walk through each aspect of creating a

Google AdWords dashboard with examples:
**Overview:**
A Google AdWords dashboard is a customiz-

able interface that allows advertisers to mon-
itor and analyze key performance metrics
from their ad campaigns in one centralized
location. Advertisers can create custom dash-

boards tailored to their specific goals and
preferences, providing a comprehensive
overview of their campaign performance.
**A) Creating a Dashboard:**
To create a dashboard in Google AdWords,

navigate to the “Reports” tab and click on
“Dashboards.” Then, click on the “New Dash-
board” button and give your dashboard a
name. You can choose whether to create a
blank dashboard or start with a pre-built tem-
plate.
**Example:**
John, the owner of an e-commerce store, cre-

ates a new dashboard in Google AdWords
called “E-commerce Performance.” He selects
the blank template to customize his dash-
board according to his specific metrics and

goals.
**B) Adding a Scorecard:**
Scorecards are visual elements that display key

performance metrics at a glance, such as
clicks, impressions, conversions, and click-
through rate (CTR). To add a scorecard to
your dashboard, click on the “Add Scorecard”
button and select the metric you want to dis-
play.
**Example:**
In his “E-commerce Performance” dash-

board, John adds a scorecard displaying the
total number of conversions (purchases) gen-
erated by his Google Ads campaigns. This al-
lows him to track the overall effectiveness of
his ad campaigns in driving sales.
**C) Adding a Table or Chart:**
Tables and charts provide a visual represen-

tation of your campaign data, allowing you
to identify trends, patterns, and insights more
easily. To add a table or chart to your dash-
board, click on the “Add Chart” or “Add
Table” button and select the data source and
metrics you want to visualize.
**Example:**
John adds a line chart to his dashboard dis-

playing the trend of his campaign’s conversion
rate over time. This chart helps him under-
stand how changes in his ad campaigns affect
the conversion performance of his e-com-
merce store.
**D) Adding a Note:**

Notes allow you to add annotations or com-

ments to your dashboard to provide context
or insights about your campaign perfor-
mance. To add a note, click on the “Add
Note” button and enter your text.
**Example:**
John adds a note to his dashboard highlight-

ing a recent promotion he ran that resulted in
a significant increase in sales. This note serves
as a reminder of the campaign’s success and
helps him understand the factors contribut-
ing to his e-commerce store’s performance.
**E) Sharing Your Dashboard:**
You can share your dashboard with other

users or stakeholders in your organization to
collaborate and communicate insights more
effectively. To share your dashboard, click on
the “Share” button and enter the email ad-

dresses of the recipients.
**Example:**
John shares his “E-commerce Performance”

dashboard with his marketing team and busi-
ness partners to keep them informed about
the latest campaign performance metrics and
discuss optimization strategies for future
campaigns.
By following these steps and customizing

your Google AdWords dashboard with rele-
vant metrics and insights, you can gain valu-
able visibility into your ad campaign perfor-
mance and make data-driven decisions to op-
timize your advertising efforts.
Module 8: Bid Strategy
Overview
⯑ Automated Bidding
⯑ How to Select the Right Bidding Strate-

gy?
**PPC Bid Strategy:**
**1) Overview:**
PPC bid strategy refers to the method used to

set bids for keywords in pay-per-click adver-
tising campaigns. It’s crucial for determining
ad placement, visibility, and cost-effective-
ness.
**A) Automated Bidding:**
Automated bidding uses machine learning al-

gorithms to adjust bids automatically based
on various factors like user intent, device, lo-
cation, and conversion likelihood. It aims to
optimize campaign performance while reduc-

ing manual effort.
**Example:**
Imagine you’re running an e-commerce store

selling athletic shoes. You want to maximize
conversions while maintaining a specific cost
per acquisition (CPA). Using automated bid-
ding, you set a target CPA of $20. Google’s
algorithms analyze historical data and adjust
bids in real-time to achieve as many conver-
sions as possible at or below the target CPA.
If the algorithm predicts a high likelihood of
conversion for a particular keyword, it may
increase the bid to ensure your ad appears
prominently. Conversely, if the likelihood of
conversion is low, it may decrease the bid to
avoid overspending.
**B) How to Select the Right Bidding Strate-

gy?**
**Example:**
Let’s say you’re launching a new online course

and want to drive sign-ups within a specific
budget. Here’s how you might select the right
bidding strategy:
1. **Maximize Clicks:** If your primary goal

is to drive website traffic and you have a fixed
budget, you might choose the “Maximize
Clicks” bidding strategy. This strategy auto-
matically adjusts bids to maximize the num-
ber of clicks within your budget.
2. **Target CPA:** If your main objective is to

acquire new course sign-ups at a specific cost
per acquisition, you might opt for the “Tar-
get CPA” bidding strategy. By setting a target
CPA based on your desired acquisition cost,
Google’s algorithms will adjust bids to maxi-

mize conversions at or below that target CPA.
3. **Target ROAS:** If you’re focused on

maximizing revenue from course sales while
maintaining a positive return on ad spend
(ROAS), you could consider the “Target
ROAS” bidding strategy. By specifying a tar-
get ROAS, Google’s algorithms will adjust
bids to maximize conversion value while
achieving your desired ROAS.
4. **Maximize Conversions:** If you want to

drive as many course sign-ups as possible
within your budget, you might choose the
“Maximize Conversions” bidding strategy.
This strategy automatically sets bids to max-
imize the number of conversions, such as
course registrations, within your budget.
Ultimately, the right bidding strategy de-

pends on your campaign objectives, budget,
and desired level of control. Experiment with
different bidding strategies, monitor perfor-
mance closely, and adjust your approach
based on the results to achieve optimal out-
comes for your PPC campaigns.
Module 9: Selecting Keywords
** Overview
• Journeys to Identifying Target Keywords
**PPC Selecting Keywords:**

**1) Overview:**
Selecting the right keywords is crucial for the success
of a PPC (pay-per-click) advertising campaign. It in-
volves identifying relevant search terms that your target
audience is likely to use when searching for products
or services similar to yours. Effective keyword selection
helps ensure that your ads are shown to the right people
at the right time, increasing the likelihood of clicks and
conversions.
**A) User Journeys to Identifying Target Key-
words:**
Understanding user journeys is essential for identi-
fying target keywords that align with your audience’s
search intent at different stages of their buying process.
Here’s how users progress through their journey and
how it relates to keyword selection:
**1. Awareness Stage:**
At the awareness stage, users are just becoming aware
of their needs or challenges. They may use broad search
terms to gather information and explore potential solu-
tions.
**Example:**
Imagine someone considering starting a fitness rou-
tine but unsure where to begin. They might search for
terms like “how to get fit” or “beginner exercises” to ex-
plore different fitness options.
**2. Consideration Stage:**
In the consideration stage, users have identified their

specific needs and are researching potential solutions or
providers. They may use more specific search terms to
compare products or services.
**Example:**
Continuing with the fitness example, someone in
the consideration stage might search for terms like “best
home workout equipment” or “online fitness classes re-
views” to evaluate different options.
**3. Decision Stage:**
At the decision stage, users are ready to make a pur-
chase or take action. They may use transactional key-
words indicating their intent to buy or engage with a
specific product or service.
**Example:**
Finally, someone in the decision stage might search
for terms like “buy dumbbells online” or “sign up for vir-
tual fitness coaching” to complete their purchase or reg-
istration.
By understanding the user journey and the intent be-
hind different search queries, you can identify target key-
words that effectively match your audience’s needs and

guide them through the buying process. This allows you
to create targeted PPC campaigns that resonate with
your audience and drive meaningful results.
Module 10: Social Media Platforms Ads
*Social Media Platforms Ads Overview
⯑ How can Social Media Help Business?

⯑
⯑ How to Find Influential Tweeters?
⯑
⯑ Building Connections and Recommen-
dations
**1) Social Media Platforms Ads Overview:**

**A) How can Social Media Help Business?**
Social media platforms offer various opportunities
for businesses to reach and engage with their target audi-
ence. Some ways social media can benefit businesses in-
clude:
- Building brand awareness: By creating and sharing

content on social media, businesses can increase their
visibility and reach a larger audience.
- Driving website traffic: Social media posts can in-
clude links to a business’s website, blog posts, or product
pages, driving traffic and potentially increasing conver-
sions.
- Engaging with customers: Social media provides a
platform for businesses to interact with their customers,
respond to inquiries, and address concerns in real-time.
- Generating leads: Social media advertising allows
businesses to target specific demographics and interests,
making it an effective tool for lead generation.
- Increasing sales: With the right strategy, social me-
dia can drive sales by promoting products, offering dis-
counts, and encouraging conversions directly on the
platform.
**Example:**
A boutique clothing store uses Instagram to show-
case its latest collections, share styling tips, and interact
with customers through comments and direct messages.
By leveraging Instagram’s visual platform and engaging

content, the store increases brand awareness, drives traf-
fic to its website, and ultimately boosts sales.
**B) How to Find Influential Tweeters?**
Finding influential tweeters, or users with a signifi-
cant following and influence on Twitter, can be benefi-
cial for businesses looking to reach a larger audience or
increase brand visibility. Here are some ways to find in-
fluential tweeters:
- Use Twitter search: Search for keywords or hash-
tags related to your industry or target audience to find
users who frequently discuss relevant topics.
- Use Twitter lists: Explore public Twitter lists curat-
ed by other users or create your own lists of influential
tweeters in your industry.
- Analyze follower counts: Look for users with a
large number of followers, as they are more likely to have
influence within their community.
- Utilize social media monitoring tools: Use tools
like TweetDeck, Hootsuite, or Social Mention to track
mentions, hashtags, and conversations related to your

business or industry.
**Example:**
A technology startup looking to promote its new
app searches for influential tweeters in the tech industry.
By using Twitter search and analyzing follower counts,
they identify industry influencers, tech journalists, and
popular bloggers who frequently discuss topics related
to mobile apps and software development. They reach
out to these influencers to collaborate on promoting
their app to a wider audience.
**C) Building Connections and Recommenda-
tions:**
Social media platforms allow businesses to build
connections with customers, industry influencers, and
other businesses, fostering relationships that can lead to
recommendations, partnerships, and collaborations.
- Engage with followers: Respond to comments,
messages, and mentions to show appreciation for cus-
tomer interactions and build rapport.
- Share user-generated content: Encourage cus-

tomers to share photos, reviews, and testimonials of your
products or services, and reshare them on your own so-
cial media channels.
- Collaborate with influencers: Partner with influ-
encers or brand ambassadors who align with your brand
values and target audience to reach new followers and
potential customers.
- Join industry groups and communities: Participate
in relevant LinkedIn groups, Facebook communities, or
Twitter chats to network with peers, share insights, and
establish thought leadership in your industry.
**Example:**
A travel agency actively engages with its social media
followers by responding to comments, sharing user-gen-
erated photos and travel tips, and hosting Q&A sessions
with travel experts. By building connections with travel-
ers and industry influencers, the agency increases brand
loyalty, receives positive recommendations, and attracts
new customers eager to book their next adventure.
Author: Engr. Khandaker Mahamud Riyadh
Also by Khandaker M. Riyadh
Mastering PPC: A Comprehensive Guide to Pay-Per-

Click Advertising
About the Author
Khandaker Mahamud Riyadh holds a Master of Science
degree in Telecommunications Engineering from Liver-
pool John Moores University, UK With a diverse back-
ground spanning engineering, business development,
and data analysis, Riyadh brings a unique blend of tech-
nical expertise and strategic vision to the world of digital
marketing.
As an engineer, Riyadh has always been fascinated by
the intersection of technology and innovation. His pas-
sion for leveraging cutting-edge solutions to solve com-
plex problems led him to explore the realm of online
advertising, where he discovered the power of Pay-Per-
Click (PPC) advertising as a catalyst for business
growth.
With years of experience as a business development
specialist, Riyadh has a keen understanding of the dy-
namics of market trends and consumer behavior. His
ability to identify opportunities and develop targeted
strategies has helped countless businesses achieve their
goals in the competitive landscape of digital marketing.
As a data analyst, Riyadh is adept at deciphering the
wealth of information available in PPC campaigns to
drive actionable insights and optimize performance. His
analytical prowess allows him to fine-tune strategies and
maximize ROI for his clients, making him a trusted ad-
visor in the world of online advertising.
Through his book, "Mastering PPC: A Comprehen-
sive Guide to Pay-Per-Click Advertising," Riyadh shares
his wealth of knowledge and expertise to empower mar-
keters, entrepreneurs, and business owners alike to har-
ness the full potential of PPC advertising. With practi-
cal insights, proven strategies, and real-world examples,
Riyadh equips readers with the tools they need to suc-
ceed in today's fast-paced digital landscape.
About the Publisher

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Mastering PPC: A Compre-

hensive Guide to Pay-Per-

"To the visionary leadership of my country,

To my beloved family—my wife, whose unwa-

Thank you for your endless love, encourage-

• What is Pay Per Click (PPC)?

Module 2: PPC Terminology

• Key Terminologies of PPC

Module 3: PPC Campaigns Types

• Types of PPC Campaigns

◦ Retargeting PPC Advertising

Module 4: Understanding Google AdWords

Module 5: AdWords Campaigns Creation

• Creating a Google Ads Campaign

Module 6: Calculating Campaign ROI Metrics

Module 7: Google AdWords Dashboard

Module 8: Bid Strategy

Module 9: Selecting Keywords

Module 10: Social Media Platforms Ads

⯑ Social Media Platforms Ads Overview

Module 1: Introduction to Pay Per Click

• What is Pay Per Click (PPC)?

Pay-Per-Click (PPC) is an online advertising model

tors like ad relevance, click-through rate, and landing

1. **Search PPC:** Search PPC involves dis-

2. **Display PPC:** Display PPC involves

active media, on websites within a network

1. **Search PPC:** When users search for “best

1. **Display PPC:** In addition to search ads,

Through effective PPC management and optimiza-

• Key Terminologies of PPC

Here are some key terminologies in PPC advertising ex-

1. **Keyword:** Keywords are words or phrases

that advertisers bid on to trigger their ads

1. **Ad Copy:** Ad copy refers to the text of the

1. **Bid:** Bid refers to the maximum amount an

1. **Quality Score:** Quality Score is a metric

through rate, ad relevance, and landing page

1. **Ad Rank:** Ad Rank determines the

1. **Click-Through Rate (CTR):** Click-

1. **Conversion:** A conversion occurs when a

newsletter, or filling out a contact form.

1. **Impressions:** Impressions refer to the

1. **Cost-Per-Click (CPC):** Cost-Per-Click is

1. **Ad Extension:** Ad extensions are additional

call extensions, location extensions, and

Understanding these key terminologies is essential

⯑ Paid Search Marketing

Explanation of each type of PPC campaign:

1. **Paid Search Marketing:** Paid search

2. **Display Advertising:** Display advertis-

social media platforms like Facebook and In-

3. **Social Media Advertising:** Social media

4. **Retargeting PPC Advertising:** Retar-

media platforms, reminding them of your

5. **Price Comparison Website Advertis-

6. **Affiliate Marketing:** Affiliate marketing

landing pages, where users can learn more

Each type of PPC campaign offers unique advan-

1. **Paid Search Marketing:**

Suppose you own a boutique coffee shop in New

You’re a fashion retailer launching a new line of

1. **Social Media Advertising:**

1. Search PPC: Search PPC involves dis-

2. Display PPC: Display PPC involves

1. Search PPC: When users search for “best

1. Display PPC: In addition to search ads,

1. Keyword: Keywords are words or phrases

1. Ad Copy: Ad copy refers to the text of the

1. Bid: Bid refers to the maximum amount an

1. Quality Score: Quality Score is a metric

1. Ad Rank: Ad Rank determines the

1. Click-Through Rate (CTR): Click-

1. Conversion: A conversion occurs when a

1. Impressions: Impressions refer to the

1. Cost-Per-Click (CPC): Cost-Per-Click is

1. Ad Extension: Ad extensions are additional

1. Paid Search Marketing: Paid search

2. Display Advertising: Display advertis-

3. Social Media Advertising: Social media

4. Retargeting PPC Advertising: Retar-

6. Affiliate Marketing: Affiliate marketing

1. Paid Search Marketing:

1. Social Media Advertising:

1. Retargeting PPC Advertising:

1. Price Comparison Website Advertising:

d) Explore More Using Your Ads:

A) Get a Google Ads Account:

B) Set Up Your Campaign Goals:

D) Designate Your Geographic Area:

E) Setup Keywords:

F) Write Your Ad:

G) Set Your Ad Budget:

C) Net Profit:

A) Creating a Dashboard:

B) Adding a Scorecard:

C) Adding a Table or Chart:

D) Adding a Note:

E) Sharing Your Dashboard: