# PPC and Advertising Standards

## Overview

Best practices for pay-per-click advertising including Google Ads, Facebook Ads, LinkedIn Ads, and other paid advertising platforms. Covers ad copy, targeting, bidding strategies, and landing page optimization.

---

## Google Ads Standards

### Search Ads

**Ad Components**:
- **Headlines**: 3 headlines, 30 characters each
- **Descriptions**: 2 descriptions, 90 characters each
- **Display URL**: 15 characters for each path field
- **Extensions**: Sitelinks, callouts, structured snippets

**Headline Best Practices**:
- Include primary keyword in Headline 1
- Use numbers and statistics ("Save 30%", "5-Star Rated")
- Create urgency ("Limited Time", "Today Only")
- Include brand name in Headline 3
- Test different variations

**Description Best Practices**:
- Highlight unique value proposition
- Include call-to-action
- Address pain points
- Mention benefits, not just features
- Use emotional triggers

**Example Ad**:
```
Headline 1: Content Marketing Services | Proven Results
Headline 2: Increase Traffic by 300% | Free Consultation
Headline 3: Trusted by 500+ Companies

Description 1: Expert content marketing strategies that drive real results. SEO-optimized content, social media, and email campaigns.
Description 2: Get a free strategy session. No contracts. Cancel anytime.

Display URL: example.com/content-marketing
```

### Responsive Search Ads (RSAs)

**Best Practices**:
- Provide 8-15 headlines (Google tests combinations)
- Provide 2-4 descriptions
- Pin important headlines (brand, primary keyword)
- Use dynamic keyword insertion: `{KeyWord:Default Text}`
- Monitor asset performance and replace low performers

### Ad Extensions

**Sitelink Extensions**:
- Add 4-6 sitelinks
- Use action-oriented text ("Get Quote", "View Pricing")
- Link to relevant landing pages

**Callout Extensions**:
- Highlight key benefits ("Free Shipping", "24/7 Support")
- 25 characters each
- Add 4-6 callouts

**Structured Snippets**:
- Showcase product/service categories
- Use predefined headers (Services, Brands, Types)

**Call Extensions**:
- Add phone number for mobile users
- Track calls as conversions

---

## Facebook/Meta Ads Standards

### Ad Formats

**Image Ads**:
- Image size: 1200x628 px (1.91:1 ratio)
- Text overlay: < 20% of image (no longer enforced but recommended)
- File size: < 30 MB

**Video Ads**:
- Length: 15 seconds ideal (up to 240 minutes allowed)
- Aspect ratio: 1:1 (square) or 4:5 (vertical) for feed
- Resolution: 1080x1080 px minimum
- File size: < 4 GB
- Add captions (85% watch without sound)

**Carousel Ads**:
- 2-10 cards
- Image size: 1080x1080 px
- Headline: 40 characters
- Description: 20 characters

**Collection Ads**:
- Cover image/video + product catalog
- Mobile-only format
- Great for e-commerce

### Ad Copy

**Primary Text**:
- Length: 125 characters (before "See More")
- Hook in first sentence
- Use emojis sparingly
- Include clear CTA

**Headline**:
- 40 characters max
- Action-oriented
- Include benefit

**Description**:
- 30 characters max
- Supporting detail

**Example**:
```
Primary Text: 🚀 Struggling to create content that converts? Our proven framework helped 500+ companies increase traffic by 300%. Get your free strategy session today.

Headline: Free Content Marketing Strategy Session
Description: No contracts. Cancel anytime.
```

### Targeting

**Core Audiences**:
- Demographics: Age, gender, location, language
- Interests: Hobbies, activities, pages liked
- Behaviors: Purchase behavior, device usage

**Custom Audiences**:
- Website visitors (Facebook Pixel)
- Customer list (email upload)
- App activity
- Engagement (video views, lead forms)

**Lookalike Audiences**:
- Create from custom audiences
- 1-10% similarity (1% = most similar)
- Expand reach to similar users

---

## LinkedIn Ads Standards

### Ad Formats

**Sponsored Content**:
- Single image: 1200x627 px
- Carousel: 1080x1080 px per card
- Video: 1920x1080 px (16:9)
- Intro text: 150 characters (before "See More")
- Headline: 70 characters

**Message Ads** (InMail):
- Subject line: 60 characters
- Message: 1,500 characters
- CTA: 20 characters
- Highly targeted, higher cost

**Text Ads**:
- Headline: 25 characters
- Description: 75 characters
- Image: 100x100 px
- Appears in sidebar

### Targeting

**Professional Targeting**:
- Job title, function, seniority
- Company name, industry, size
- Skills, groups, interests
- Education (degree, field of study, school)

**Best Practices**:
- Target decision-makers for B2B
- Use job title + seniority for precision
- Exclude irrelevant job functions
- Minimum audience size: 50,000 (for Sponsored Content)

---

## Ad Copy Best Practices

### Headline Formulas

**Problem-Solution**:
"Struggling with [Problem]? [Solution] Can Help"

**Benefit-Driven**:
"Get [Benefit] in [Timeframe]"

**Social Proof**:
"Join [Number] [Customers] Who [Achieved Result]"

**Question**:
"Want to [Desired Outcome]?"

**How-To**:
"How to [Achieve Goal] Without [Pain Point]"

### Power Words

**Urgency**: Limited, Exclusive, Now, Today, Hurry
**Value**: Free, Save, Discount, Bonus, Guarantee
**Emotion**: Proven, Trusted, Certified, Award-Winning
**Action**: Get, Start, Discover, Learn, Join

### A/B Testing

**Test Variables**:
- Headlines (different benefits, angles)
- Images/videos (product vs. lifestyle)
- CTAs (action verbs, urgency)
- Ad copy length (short vs. long)
- Targeting (audiences, demographics)

**Testing Framework**:
- Test one variable at a time
- Run for statistical significance (1,000+ impressions)
- Implement winner, test new variant
- Continuous optimization

---

## Bidding Strategies

### Google Ads Bidding

**Manual CPC**:
- Full control over bids
- Good for small budgets or testing
- Requires active management

**Maximize Clicks**:
- Automated bidding
- Get most clicks within budget
- Good for traffic goals

**Target CPA** (Cost Per Acquisition):
- Set target cost per conversion
- Google optimizes bids automatically
- Requires conversion tracking

**Target ROAS** (Return on Ad Spend):
- Set target return on ad spend
- Best for e-commerce
- Requires conversion value tracking

**Maximize Conversions**:
- Get most conversions within budget
- Requires conversion tracking
- Good for lead generation

### Facebook Ads Bidding

**Lowest Cost**:
- Spend entire budget, get lowest cost per result
- Default option

**Cost Cap**:
- Set maximum cost per result
- Facebook optimizes within cap

**Bid Cap**:
- Set maximum bid for auctions
- More control, less automation

---

## Landing Page Optimization

### Landing Page Best Practices

**Above the Fold**:
- Clear, compelling headline matching ad copy
- Subheadline explaining value proposition
- Hero image or video
- Primary CTA button (contrasting color)

**Page Structure**:
- Remove navigation (reduce distractions)
- Single, focused goal (one CTA)
- Social proof (testimonials, logos, ratings)
- Benefits over features
- Trust signals (security badges, guarantees)
- Mobile-responsive design

**CTA Button**:
- Action-oriented text ("Get Started", "Download Now")
- Contrasting color (stands out)
- Large enough to click easily (44x44 px min)
- Repeat CTA if page is long

**Form Optimization**:
- Ask for minimum information needed
- Use multi-step forms for complex offers
- Show progress indicator
- Explain why you need each field
- Use autofill and validation

### Message Match

**Consistency**:
- Headline on landing page matches ad headline
- Visual style consistent with ad
- Offer matches ad promise
- Use same keywords and language

**Example**:
```
Ad Headline: "Free Content Marketing Strategy Session"
Landing Page Headline: "Get Your Free Content Marketing Strategy Session"
✅ Consistent messaging
```

### Conversion Rate Optimization (CRO)

**Elements to Test**:
- Headlines and subheadlines
- CTA button text and color
- Form length and fields
- Images and videos
- Social proof placement
- Page layout and design

**Tools**:
- Google Optimize (A/B testing)
- Hotjar (heatmaps, session recordings)
- Crazy Egg (heatmaps, scroll maps)
- Unbounce (landing page builder with A/B testing)

---

## Campaign Structure

### Google Ads Campaign Structure

**Account Level**:
- Billing and user access

**Campaign Level**:
- Budget and bidding strategy
- Geographic and language targeting
- Campaign type (Search, Display, Video)

**Ad Group Level**:
- Keyword themes (tightly related keywords)
- Ad copy variations
- 1-2 keyword themes per ad group
- 2-3 ads per ad group

**Example Structure**:
```
Campaign: Content Marketing Services
├── Ad Group: Content Strategy
│   ├── Keywords: content marketing strategy, content strategy services
│   └── Ads: 3 responsive search ads
├── Ad Group: Blog Writing
│   ├── Keywords: blog writing services, professional blog writers
│   └── Ads: 3 responsive search ads
└── Ad Group: SEO Content
    ├── Keywords: seo content writing, seo copywriting services
    └── Ads: 3 responsive search ads
```

### Facebook Ads Campaign Structure

**Campaign Level**:
- Objective (Traffic, Conversions, Lead Generation)
- Budget (daily or lifetime)

**Ad Set Level**:
- Audience targeting
- Placements (Facebook, Instagram, Messenger, Audience Network)
- Budget and schedule
- Optimization goal

**Ad Level**:
- Creative (images, videos, copy)
- Multiple ad variations per ad set

---

## Targeting Strategies

### Keyword Match Types (Google Ads)

**Broad Match**:
- Syntax: `content marketing`
- Matches: content marketing, marketing content, digital content strategy
- Widest reach, least control

**Phrase Match**:
- Syntax: `"content marketing"`
- Matches: best content marketing, content marketing services
- Moderate reach and control

**Exact Match**:
- Syntax: `[content marketing]`
- Matches: content marketing (close variants allowed)
- Narrowest reach, most control

**Negative Keywords**:
- Syntax: `-free`, `-jobs`
- Exclude irrelevant searches
- Reduce wasted spend

### Audience Targeting

**In-Market Audiences**:
- Users actively researching products/services
- High purchase intent

**Affinity Audiences**:
- Users with specific interests and habits
- Broader reach, lower intent

**Remarketing**:
- Target users who visited your website
- Higher conversion rates
- Lower cost per acquisition

**Customer Match**:
- Upload customer email list
- Target existing customers or lookalikes

---

## Budget and Pacing

### Budget Allocation

**Testing Phase** (First 30 days):
- Start with smaller budget ($500-$1,000/month)
- Test multiple ad variations
- Gather data on performance
- Identify winning campaigns

**Scaling Phase**:
- Increase budget on winning campaigns
- Pause or optimize underperforming campaigns
- Maintain 20% budget for testing new ideas

### Daily Budget Calculation

**Formula**: (Monthly Budget / 30.4) = Daily Budget

**Example**: $3,000/month ÷ 30.4 = $98.68/day

### Pacing

**Standard Delivery**:
- Spread budget evenly throughout day
- Recommended for most campaigns

**Accelerated Delivery**:
- Spend budget as quickly as possible
- Use for time-sensitive campaigns

---

## Performance Metrics and KPIs

### Key Metrics

**Impressions**:
- Number of times ad was shown
- Indicates reach

**Clicks**:
- Number of times ad was clicked
- Indicates interest

**CTR (Click-Through Rate)**:
- Formula: (Clicks / Impressions) × 100
- Benchmark: 2-5% (Search), 0.5-1% (Display)
- Indicates ad relevance

**CPC (Cost Per Click)**:
- Formula: Total Cost / Clicks
- Varies by industry and competition

**Conversions**:
- Desired actions (purchases, leads, signups)
- Ultimate measure of success

**CPA (Cost Per Acquisition)**:
- Formula: Total Cost / Conversions
- Compare to customer lifetime value (LTV)

**ROAS (Return on Ad Spend)**:
- Formula: (Revenue / Ad Spend) × 100
- Target: 300-400% minimum (3-4x return)

**Quality Score** (Google Ads):
- 1-10 rating of ad relevance
- Factors: CTR, ad relevance, landing page experience
- Higher score = lower CPC

---

## Best Practices Summary

### DO

✅ Match ad copy to landing page
✅ Use specific, targeted keywords
✅ Test multiple ad variations
✅ Optimize for mobile
✅ Use ad extensions (Google Ads)
✅ Set up conversion tracking
✅ Monitor and optimize regularly
✅ Use negative keywords
✅ Target specific audiences
✅ A/B test landing pages

### DON'T

❌ Send traffic to homepage
❌ Use generic ad copy
❌ Ignore mobile users
❌ Set and forget campaigns
❌ Use broad match without negatives
❌ Forget to set conversion tracking
❌ Exceed budget without ROI
❌ Use low-quality images
❌ Violate platform policies
❌ Ignore Quality Score

---

## Tools and Resources

### PPC Management Tools

- **Google Ads Editor**: Bulk editing and management
- **Microsoft Advertising Editor**: Bing Ads management
- **SEMrush**: Competitor ad research
- **SpyFu**: Competitor keyword research
- **Optmyzr**: PPC optimization and automation
- **WordStream**: PPC management platform

### Landing Page Tools

- **Unbounce**: Landing page builder
- **Instapage**: Landing page platform
- **Leadpages**: Landing page and lead generation
- **Google Optimize**: A/B testing (free)

### Analytics

- **Google Analytics**: Website analytics
- **Google Tag Manager**: Tag management
- **Facebook Pixel**: Facebook conversion tracking
- **LinkedIn Insight Tag**: LinkedIn conversion tracking

### Learning Resources

- **Google Skillshop**: Free Google Ads certification
- **Facebook Blueprint**: Free Facebook Ads training
- **PPC Hero**: PPC tips and strategies
- **Search Engine Land**: PPC news and updates


