Pay Per Click Course

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PPC Management Company in Dehradun

PPC, “(pay per click,)” is a type of performance marketing in which advertisers pay a fee each time one of their ads is clicked. PPC ads typically appear on search engines or on platforms that display ads, such as Google, LinkedIn, Instagram, Facebook, Twitter, etc. PPC advertising can be an effective way to drive traffic to a website, increase brand awareness, and generate leads or sales.

However, it requires careful planning, targeting, and monitoring to ensure that the campaign is cost-effective and delivers a positive return on investment (ROI).

Digital Folks is one such PPC company in Dehradun offering the best form of performance marketing in delivering well-monitored, cost-effective, target-oriented, and well-planned campaigns to deliver the best results at the lowest cost incurred to our clients in running their PPC campaigns.

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Introduction to PPC (Pay-Per-Click)

What is PPC?

PPC stands for Pay-Per-Click, an internet advertising model used to drive traffic to websites. Advertisers pay a fee each time their ad is clicked. It’s a way to buy visits to your site, rather than earning them organically through SEO.

Difference Between PPC and SEO

PPC	SEO
Paid traffic	Organic (free) traffic
Instant results	Long-term growth
Short-term visibility	Long-lasting impact
Requires budget	Requires time and effort
Easy to track and measure	Harder to measure ROI directly

Benefits of PPC Marketing

Targeted Advertising—Reach specific users based on keywords, location, device, and more.
Instant Traffic—Unlike SEO, PPC gives quick results once the campaign is live.
Trackable Metrics—Easy to measure clicks, conversions, and ROI.
Full Control—Set your own budget, bids, and schedules.
Brand Awareness—Increases visibility even if users don’t click.

Popular PPC Platforms

Google Ads—Largest PPC network; includes search, display, video, and shopping ads.
Microsoft/Bing Ads – Smaller audience but lower cost-per-click.
Facebook & Instagram Ads—Ideal for targeting users based on behavior and interests.
LinkedIn Ads—Great for B2B advertising.
YouTube Ads—Video-based ads with powerful targeting options.

Types of PPC Ads

Search Ads – Appear on search engine results pages.
Display Ads – Banner/image ads shown on websites.
Video Ads—Shown on YouTube and other video platforms.
Shopping Ads – Product listings for eCommerce.
App Promotion Ads—Promote mobile apps directly.

When to Use PPC?

Launching a new product or service
Driving traffic to a landing page
Promoting time-sensitive offers
Retargeting previous website visitors
Testing different messages and keywords

PPC Terminologies

Understanding these key terms is essential for managing and optimizing PPC campaigns effectively:

Basic PPC Terms

1. CPC (Cost Per Click)

The amount you pay for each click on your ad.
Example: If you spent ₹500 for 50 clicks, your CPC is ₹10.

2. CPM (Cost Per Mille/Thousand Impressions)

Cost to show your ad 1,000 times (mostly used in display advertising).
Example: ₹200 CPM = ₹200 for every 1,000 views.

3. CTR (Click-Through Rate)

The ratio of users who clicked your ad to the number who saw it.
Formula: (Clicks ÷ Impressions) × 100
Higher CTR = more relevant ad.

4. Quality Score

Google’s rating of the quality and relevance of your ads, keywords, and landing pages.
Scale: 1–10 (higher is better).
Affects ad position and CPC.

5. Ad Rank

Determines your ad position on Google.
Formula: Ad Rank = Quality Score × Bid Amount
Even with lower bids, high-quality ads can outrank competitors.

6. ROAS (Return on Ad Spend)

Measures the revenue earned for every ₹1 spent on advertising.
Formula: ROAS = Revenue ÷ Ad Spend
Example: ₹10,000 revenue / ₹2,000 ad spend = 5x ROAS.

7. Impressions

The number of times your ad is displayed, regardless of clicks.

8. Conversions

Actions you want users to take (e.g., purchase, form fill, signup).
Key metric to measure success.

9. Conversion Rate

Percentage of users who take a desired action after clicking.
Formula: (Conversions ÷ Clicks) × 100

10. Negative Keywords

Words or phrases you don’t want your ads to show for.
Helps improve targeting and reduce wasteful spend.

11. Bounce Rate

Percentage of users who leave without interacting with your landing page.
Lower bounce rate = better user experience and relevance.

Setting Up a Google Ads Account

This module walks you through creating and setting up your Google Ads account—the most widely used PPC platform.

1. Create a Google Ads Account

Visit https://ads.google.com.
Click “Start now.”
Sign in with your Google account.

2. Set Your Advertising Goal

Google may offer three goals:

Get more website sales or leads.
Get more phone calls.
Increase store visits.

You can also choose “Switch to Expert Mode” to manually control campaign settings.

3. Choose a Campaign Type

Available types:

Search Campaign—Ads appear on Google search results.
Display Campaign – Image ads across the Google Display Network.
Video Campaign – Ads shown on YouTube.
Shopping Campaign – For eCommerce product ads.
App Campaign—Promotes mobile apps.

4. Set Campaign Settings

Campaign Name (e.g., “Summer Sale Campaign”)
Networks (Search Network, Display Network)
Location Targeting—Country, state, city, or radius
Language – Choose based on your target audience.
Budget – Daily budget (₹500/day, for example)
Bidding Strategy – Manual CPC, Maximize Clicks, Target ROAS, etc.

5. Add Keywords

Use tools like Google Keyword Planner to select relevant keywords.
Choose the right match types:
- Broad Match – Reaches widest audience
- Phrase Match – More targeted
- Exact Match – Very specific
- Negative Keywords – Prevent unwanted traffic

6. Create Your Ads

Add multiple headlines and descriptions.
Include keywords in the ad copy.
Add Display Path and Final URL.
Use ad extensions like
- Call Extensions
- Site Links
- Location Extensions

7. Billing Setup

Add a valid payment method (credit/debit card, UPI, net banking).
Choose billing country and time zone.
Set monthly spending limits if needed.

8. Launch the Campaign

Review your settings.
Click “Publish” or “Save & Continue.”
Google may take a few hours to approve the ad.

Keyword Research for PPC

Keyword research is the foundation of a successful PPC campaign. It determines who sees your ads and when.

1. Why Keyword Research Matters

Helps target the right audience
Improves ad relevance
Reduces wasted ad spend
Boosts Quality Score and CTR

2. Types of Keywords

Type	Example	Use Case
Broad Match	shoes	Shows for any related search
Phrase Match	“running shoes”	Shows for queries with this phrase
Exact Match	[best running shoes]	Shows for this exact phrase
Negative Keywords	-cheap	Prevents ads for low-intent searches
Branded	Nike shoes	Target brand-specific queries
Competitor	Adidas shoes	Target competitor brand terms
Transactional	buy, order, price	Indicates strong intent to purchase
Informational	how to run faster	Used in early stages of buying journey

3. How to Find Keywords

Use Keyword Research Tools:

Google Keyword Planner (Free)
Ubersuggest
Ahrefs / SEMrush (Paid)
Keywordtool.io
AnswerThePublic (for long-tail ideas)

4. Steps in Keyword Research

Brainstorm seed keywords (products, services)
Use tools to expand the list
Analyze search volume & competition
Group keywords into themes/ad groups
Identify negative keywords
Test and refine over time

5. Keyword Metrics to Analyze

Search Volume – Avg. monthly searches
Competition—Level of advertiser bidding
CPC (Cost per Click) – Avg. cost for a click
Trend—Seasonal or consistent demand

6. Keyword Match Types (Deep Dive)

Match Type	Syntax	Triggered By	Pros	Cons
Broad	shoes	running shoes, shoe store	Wide reach	Low relevance
Phrase	“red shoes”	best red shoes for men	Good control	Less reach
Exact	[cheap shoes]	cheap shoes	High precision	Low volume
Negative	-free	buy shoes (but not free shoes)	Filters waste	Needs frequent updates

Writing Effective Ad Copy

Writing compelling ad copy is critical to attract the right audience and encourage clicks, which directly improves your CTR (Click Through Rate) and Quality Score.

1. Anatomy of a Google Search Ad

Headline 1, 2 & 3 – (30 characters each)
Display Path – Shows shortened URL
Description Line 1 & 2 – (90 characters each)
Final URL – The landing page URL
Ad Extensions – Extra info like phone, site links, location, etc.

2. Tips to Write Compelling Ads

Focus on the User’s Intent:

Match your ad copy to the keywords.
Example: For keyword “buy running shoes”, use headline like: “Buy Lightweight Running Shoes – Free Shipping Today!”

Use Power Words & CTAs:

Power Words: Free, Best, Fast, Guaranteed, Limited Offer
CTAs: Shop Now, Get a Quote, Learn More, Try for Free

Highlight USPs (Unique Selling Points):

Free returns, 24/7 support, 1-day delivery, certified professionals, etc.

Include Numbers or Stats:

“Save 25% Today” or “Rated 4.9/5 by 1,000+ Users”

3. Best Practices

Best Practice	Example
Use the main keyword in headlines	“Buy Nike Running Shoes – Free Delivery”
Use emotional triggers	“Struggling with Hair Loss? Try Our Herbal Formula”
Use title case	“Get Fast Car Insurance Quotes”
Keep mobile users in mind	Short, impactful CTAs that fit small screens
A/B test ad variations	Test multiple headlines/descriptions for performance

4. Ad Extensions (Boost CTR)

Extension Type	Use
Sitelink	Links to other pages (e.g., About, Pricing, Contact)
Callout	Adds extra info like “No Hidden Charges”
Structured Snippet	Lists services/products (e.g., Courses: SEO, PPC)
Call	Adds clickable phone number
Location	Shows your business location

5. Avoid These Mistakes

Generic headlines like “Click Here”
Misleading claims
Using ALL CAPS
Repeating the same words
Ignoring mobile preview

Landing Page Optimization for PPC

Creating a great ad is only half the job — your landing page needs to convert visitors into leads or customers. This module teaches you how to design high-converting landing pages aligned with your PPC campaigns.

1. What is a Landing Page?

A landing page is the web page users land on after clicking your ad. It should:

Match the ad’s message
Focus on one goal
Be optimized for conversion

2. Core Elements of a High-Converting Landing Page

Element	Purpose
Headline	Reinforce the ad promise (e.g., “Get 50% Off Web Hosting”)
Subheadline	Adds detail (e.g., “Limited Time Offer – Ends Tonight”)
CTA Button	Clear action (e.g., “Buy Now”, “Get Free Quote”)
Hero Image/Video	Shows the product or service visually
Benefits Section	Explain key selling points in bullets
Testimonials	Build trust and social proof
Lead Form	Capture emails, phone numbers, etc.
Trust Signals	SSL, awards, partner logos, money-back guarantees

3. Best Practices for Landing Page Optimization

Match the headline to the ad
Keep layout clean and clutter-free
Use fast loading, mobile-friendly design
Make CTA visible and repeated
Use short forms (3–4 fields max)
Avoid distractions like external links
A/B test CTA buttons, headlines, and form placements

4. Landing Page Tools & Builders

Unbounce
Instapage
Leadpages
Elementor / Divi (WordPress)
ClickFunnels

5. Landing Page Metrics to Track

Metric	Why It Matters
Conversion Rate	% of visitors who take the desired action
Bounce Rate	% of visitors who leave immediately
Page Load Time	Affects user experience and Quality Score
Form Completion Rate	% of users who fill and submit forms

6. Google’s Landing Page Quality Guidelines

Relevant, useful content
Easy navigation
Transparent info about the business
Strong mobile performance
Secure (HTTPS)

Tracking & Analytics in PPC

This module helps you understand how to track, analyze, and optimize the performance of your PPC campaigns using analytics tools and key performance metrics.

1. Why Tracking is Important

See what’s working (and what’s not)
Optimize campaigns for better ROI
Understand user behavior post-click
Justify ad spend to clients or management

2. Key PPC Metrics to Track

Metric	Description
Clicks	Number of times your ad was clicked
Impressions	Number of times your ad was shown
CTR (Click-Through Rate)	(Clicks ÷ Impressions) × 100 – indicates relevance
CPC (Cost Per Click)	Average cost you pay for each click
Conversions	Total number of desired actions completed (sale, signup)
Conversion Rate	% of visitors who converted (Conversions ÷ Clicks × 100)
Cost Per Conversion	Total spend ÷ total conversions
ROAS (Return on Ad Spend)	Revenue ÷ Ad spend

3. Google Ads Dashboard Overview

Campaign View—See performance across all campaigns
Ad Group View – Compare different ad groups
Ad Level – View performance of individual ads
Keyword Performance—Identify high/low-performing keywords

4. Setting Up Conversion Tracking

Use Google Ads Conversion Tracking to track:

Website purchases
Form submissions
Calls from ads or websites
App downloads

Steps:

Go to Google Ads → Tools → Conversions
Click “New Conversion Action.”
Choose your goal (website, app, call, import)
Install tracking code (manually or with Google Tag Manager)

5. Using Google Analytics for PPC

Connect Google Ads to Google Analytics (GA4)
Track user behavior post-click (time on site, bounce rate, pages viewed)
Create audiences based on behavior
Analyze assisted conversions (multi-touch points)

6. Using UTM Parameters

Add UTM tags to track campaigns in GA4:

Use for:

Identifying traffic source
Comparing campaigns
Tracking ad platforms

7. Reporting & Dashboards

Create weekly or monthly reports with:

Campaign KPIs
Top-performing keywords
Ad performance
ROI/ROAS summary
Optimization suggestions

Tools for reporting:

Google Ads Reports
Google Analytics Dashboards
Looker Studio (Google Data Studio)
Excel or Google Sheets

8. A/B Testing for Optimization

Test elements such as

Ad headlines/descriptions
Landing page layout
CTA buttons
Target audiences
Bidding strategies

Only test one variable at a time for accurate results.

PPC Campaign Optimization

This module focuses on strategies and techniques to improve the performance of your PPC campaigns, reduce costs, and increase conversions.

1. What is PPC Optimization?

PPC optimization is the process of:

Analyzing data from active campaigns
Identifying underperforming elements
Making changes to improve ad performance and ROI

2. Key Areas to Optimize

Element	Optimization Strategy
Ad Copy	Test headlines, descriptions, and CTAs
Landing Pages	Improve load time, content relevance, and conversion forms
Keywords	Add high-performing ones, remove low-performing (negative keywords)
Bids & Budgets	Adjust based on performance or time of day
Ad Schedule	Run ads during high-converting hours
Devices & Locations	Focus on converting regions or devices
Audience Targeting	Refine demographic or interest targeting

3. A/B Testing in PPC

Test one element at a time: headline, CTA, images
Run experiments for a minimum duration to get meaningful data
Use Google Ads Experiments to split test variations

4. Using Quality Score for Optimization

Quality Score = Relevance + CTR + Landing Page Experience

Higher quality score = Lower CPC
Optimize by:
- Writing relevant ads
- Improving landing page speed and content
- Using tight keyword-ad relevance

5. Using Negative Keywords

Prevent ads from showing on irrelevant searches
Example: Exclude keywords like “free”, “jobs”, “DIY” if selling a paid product
Review search terms report in Google Ads and add negatives regularly

6. Geo-targeting Optimization

Use location reports to identify top-converting areas
Increase bids in those locations
Exclude regions with high cost but no conversions

7. Device & Platform Optimization

Analyze device performance (mobile vs desktop)
Adjust bids based on performance
Optimize mobile landing pages for faster loading and better UX

8. Ad Extensions Optimization

Use all relevant ad extensions to improve visibility and CTR:

Sitelinks
Callouts
Structured snippets
Call extensions
Location extensions

9. Landing Page Optimization

Ensure page matches the ad message
Use a strong, visible CTA
Mobile-first design
Use heatmaps or user recordings for behavior insights

10. Automation & Smart Bidding

Use Google’s AI to improve performance:

Target CPA (Cost Per Acquisition)
Target ROAS (Return on Ad Spend)
Maximize Conversions
Maximize Clicks

Enable automated rules or scripts for:

Pausing low-performing ads
Budget reallocation
Bid adjustments

PPC Tools & Resources

This module provides a comprehensive overview of tools and platforms that support PPC campaign management, analytics, competitor research, and optimization.

1. Google Ads Tools

Tool	Use
Keyword Planner	Research search volume, competition, and new keyword ideas
Performance Planner	Forecast future performance and budget recommendations
Google Ads Editor	Offline bulk editing tool for campaigns and ad groups
Google Ads Experiments	Run A/B tests on ad copy, bidding, and landing pages

2. Analytics & Tracking Tools

Tool	Purpose
Google Analytics (GA4)	Track user behavior, conversions, assisted conversions
Google Tag Manager	Manage and deploy tags without editing code
Looker Studio (Google Data Studio)	Create custom dashboards and visual PPC reports

3. Keyword & Competitor Research Tools

Tool	Features
SEMrush	Keyword gap, competitor ad insights, CPC data
Ahrefs	Keyword research, SERP analysis, backlink audits
Ubersuggest	Free keyword ideas and SEO/PPC opportunities
SpyFu	View competitors’ ads, keywords, and spend history

4. Landing Page Builders & CRO Tools

Tool	Features
Unbounce	Drag-and-drop landing pages with A/B testing
Instapage	Personalized pages for different PPC audiences
Hotjar / Crazy Egg	Heatmaps and session recordings for behavior tracking
Optimizely	Advanced A/B and multivariate testing for CRO

5. Automation & Scripting Tools

Tool	Purpose
Google Ads Scripts	Automate tasks like pausing low-performing ads or alerts
Zapier	Integrate PPC platforms with CRMs, sheets, email platforms
Optmyzr	AI-powered PPC optimization, audits, and bid automation

6. PPC Reporting Tools

Tool	Use
Looker Studio (Google Data Studio)	Visual dashboards, connect to Google Ads/Analytics
Supermetrics	Pull PPC data into Google Sheets or Looker Studio
Whatagraph	Cross-channel PPC performance reports for clients
AgencyAnalytics	All-in-one marketing dashboard (Google, Facebook, Bing, etc.)

7. Browser Extensions for PPC

Extension	Use
Google Tag Assistant	Check if Google tags (Analytics, Ads) are working
Facebook Pixel Helper	Verify Facebook pixel implementation
Ubersuggest Extension	View keyword data directly on SERPs
Keywords Everywhere	Keyword volume, CPC, and competition insights on the fly

8. Learning Platforms

Platform	Offers
Google Skillshop	Free Google Ads certifications and training
Meta Blueprint	Learn Facebook/Instagram ad strategies
HubSpot Academy	Free PPC and inbound marketing resources
Coursera / Udemy	Paid and free PPC specialization courses

9. PPC Communities & Blogs

Resource	Description
Search Engine Journal	Latest PPC trends, tips, and case studies
WordStream Blog	Beginner-friendly PPC tutorials
Reddit (r/PPC)	Community discussions and advice
LinkedIn Groups	Network with other PPC professionals

PPC Strategy & Client Management

This module ties everything together by helping you build winning strategies, manage clients, and scale PPC campaigns for long-term success.

1. Creating a PPC Strategy

A solid strategy includes:

Goal Setting: Define KPIs (clicks, conversions, CPA, ROAS)
Audience Targeting: Demographics, interests, intent
Platform Selection: Google Ads, Facebook Ads, LinkedIn, etc.
Funnel Mapping: Awareness → Consideration → Conversion
Budget Allocation: Assign budget to highest-performing campaigns
Messaging: Tailor messaging per stage of the funnel

2. Client Onboarding Process

Understand the client’s business, goals, and industry
Audit existing campaigns (if any)
Define expectations and KPIs
Set up accounts, conversion tracking, and analytics
Prepare a timeline and reporting schedule

3. Proposal & Reporting

PPC Proposal Should Include:

Strategy overview
Platform recommendation
Budget and timeline
Expected outcomes
Reporting frequency

Reporting Best Practices:

Monthly/weekly dashboards
Explain metrics in plain language
Focus on results, insights, and next steps

4. Client Communication

Set weekly or bi-weekly calls (depending on project size)
Be transparent about wins and failures
Educate clients on PPC metrics (CTR, CPA, ROAS, etc.)
Send pre-scheduled performance reviews

5. Scaling Campaigns

Scaling Method	Description
Geographic Expansion	Target new regions or countries
New Keywords	Explore long-tail or niche variations
Retargeting	Target users who didn’t convert earlier
Lookalike Audiences	Use existing customer data to reach similar users
Cross-Platform Advertising	Run ads on YouTube, Facebook, Instagram, Bing

6. Retainer vs Performance Model

Model	Details
Retainer	Fixed monthly fee regardless of results
Performance-Based	Payment based on leads, sales, or performance
Hybrid	Base fee + performance incentive (e.g., bonuses for targets)

7. Common Client Challenges

Challenge	Solution
“No Results Yet”	Educate about learning phase & optimization
“Too Expensive”	Justify ROI through reports & data
“Why Not Top of Page?”	Explain bid strategy vs profitability

8. Client Retention Tips

Share wins regularly
Communicate value (beyond just metrics)
Educate clients
Offer new ideas & strategies
Stay proactive, not reactive

9. PPC Career Opportunities

Role	Description
PPC Specialist	Works on in-house or agency campaigns
PPC Manager	Leads a team, creates strategy
Freelance Consultant	Manages clients independently
PPC Analyst	Focuses on data, reports, and optimization
Media Buyer	Manages budgets and ad placements across platforms

10. Certifications to Build Credibility

Google Ads Certification
Meta (Facebook) Blueprint Certification
Microsoft Advertising Certification
HubSpot PPC Training
SEMRush/Udemy PPC Courses

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