Pay-per-click PPC advertising campaign management

Master PPC advertising with Google Ads, Facebook Ads, and advanced bidding strategies for maximum ROI. Google Ads optimization: 1. Campaign structure: ad groups with 5-20 related keywords, single keyword ad groups (SKAGs) for high-volume terms. 2. Keyword strategy: exact match for conversions, broad match modifier for discovery, negative keywords for irrelevant traffic. 3. Ad extensions: sitelinks, callouts, structured snippets, location extensions (increase CTR 10-15%). Quality Score improvement: 1. Expected CTR: compelling ad copy, keyword-ad alignment, historical performance. 2. Ad relevance: keyword inclusion in headlines, dynamic keyword insertion, ad group theming. 3. Landing page experience: page load speed <3s, mobile optimization, content relevance. Facebook Ads strategy: 1. Audience targeting: custom audiences (email lists, website visitors), lookalike audiences (1-2% similarity). 2. Creative testing: video vs image, carousel vs single image, A/B testing ad components. 3. Campaign objectives: awareness, traffic, engagement, conversions, catalog sales alignment. Bidding strategies: 1. Manual CPC: full control, suitable for new accounts, testing phases. 2. Target CPA: automated bidding, historical data requirement, goal-based optimization. 3. Target ROAS: return on ad spend goals, e-commerce optimization, performance tracking. Performance monitoring: 1. Key metrics: CTR (2-5% good), CPC, conversion rate, cost per acquisition. 2. Attribution modeling: first-click, last-click, position-based, data-driven attribution. Budget optimization: dayparting, geographic targeting, device bid adjustments, seasonal scaling strategies.