Performance Marketing

PPC

Learning Outcome

6

Understand different bidding strategies like CPC, ROAS, etc

5

Understand bidding in Google Ads platform

4

Learn what is Quality Score and Ad Rank

3

Understand Google Ads Auction and how it works

2

Choose the right Objective for businesses

1

Understand what is an Ads Objective

What is an Ads Objective?

Defines the goal of your ad campaign.Tells platforms what result to optimize for.

Examples:

Awareness

(reach, impressions)

Consideration

(clicks, engagement)

Conversion

(sales, leads)

How to choose the right Objective for different businesses

Depends on business goal

New brand → Awareness

Growing brand → Traffic / Engagement

Sales-focused → Conversions

Align objective with marketing funnel stage

What is Google Ads Auction?

Process that decides:

1.Which ads show

2.In what order

Happens every time a user searches

Not just highest bid wins

How Google Ads Auction Works?

Advertisers enter auction with:

Google evaluates:

Best combination wins

1.Bid amount

2.Ad quality

2.Expected performance

1.Relevance

What is Quality Score?

Google’s rating of ad quality (1–10)

Higher score = better performance, lower cost

Based on:

  • Expected CTR
  • Ad relevance
  • Landing page experience

What is Ad Rank?

Determines ad position on page

Formula:

Higher Ad Rank → better placement

Bidding in Google Ads

You set how much you’re willing to pay. Compete with other advertisers.

Impacts:

Cost

Results

Visibility

Bidding Strategies in Google Ads

  • CPC (Cost Per Click)

Pay only when a user clicks on your ad.

  • CPV (Cost Per View)

Pay when someone watches your video ad.

Bidding Strategies in Google Ads

  • CPM (Cost Per Thousand Impressions)

Pay for every 1000 times your ad is shown.

  • CPA (Cost Per Acquisition)

Pay for each conversion (sale, lead, sign-up).

Bidding Strategies in Google Ads

  • ROAS (Return on Ad Spend)

Measures revenue earned for every rupee spent on ads.

  • CTR (Click Through Rate)

Measures how many people clicked after seeing your ad.

Summary

5

Metrics like CTR and ROAS measure performance

4

Bidding and strategies affect cost and results

3

Quality Score and Ad Rank impact performance

2

Google Ads auction decides ad placement

1

Ads objectives define goals and campaign direction

Quiz

An e-commerce store spent ₹25,000 on Google Ads in a month and generated ₹1,25,000 in revenue directly from those ads. What is the ROAS for this campaign?

A. 200%

B. 300%

C. 400%

D. 500%

Quiz-Answer

An e-commerce store spent ₹25,000 on Google Ads in a month and generated ₹1,25,000 in revenue directly from those ads. What is the ROAS for this campaign?

A. 200%

B. 300%

C. 400%

D. 500%