Performance Insights from Cross-Platform PPC Advertising: A Case Study on Google and Social Media Campaigns

Pay-Per-Click (PPC) advertising has become a pivotal element in digital marketing strategies, enabling businesses to target potential customers with precision. This research aims to conduct a comparative analysis of PPC campaign performance on two major advertising platforms: Google Ads and Social Media Ads (Facebook, Instagram, LinkedIn, etc.). By evaluating key performance metrics such as Click-Through Rate (CTR), Cost-Per-Click (CPC), and Return on Ad Spend (ROAS), this study seeks to determine the effectiveness of each platform in driving user engagement and maximizing return on investment.

按点击付费（Pay-Per-Click, PPC）广告已成为数字营销策略中的关键组成部分，可助力企业精准触达潜在客户。本研究旨在对两大主流广告平台——谷歌广告（Google Ads）与社交媒体广告（Social Media Ads，涵盖Facebook、Instagram、LinkedIn等平台）的PPC广告投放效果开展对比分析。通过评估点击率（Click-Through Rate, CTR）、单次点击成本（Cost-Per-Click, CPC）以及广告支出回报率（Return on Ad Spend, ROAS）等关键绩效指标，本研究旨在明确各平台在提升用户参与度与最大化投资回报方面的实际效能。