Digital Marketing & SEO · Module 8 of 10

Paid ads: Google and Meta

Reach audiences quickly with paid campaigns.

📖 Key ideas

Google Ads: search ads target keywords; display and YouTube ads build awareness.
Meta Ads target by interests, demographics and lookalike audiences.
Pay-per-click (PPC) charges per click.
Key metrics: CTR, CPC, CPA, ROAS.
Test ad copy and landing pages (A/B testing).

💡 Real-life example: Paid ads are renting a billboard on the busiest road, but paying only when people look closer.

PPCPay-per-click advertising

CTRClick-through rate

CPACost per acquisition

ROASReturn on ad spend