From keyword research to ad copy to formula-based bidding strategies, Pay-Per-Click (PPC) remains one of the more complex disciplines in internet marketing. Our comprehensive course will provide you the solid foundation you need in basic PPC principles with hands-on, step-by-step instruction on how to build your first campaign. In addition, you’ll get the advanced tools and strategies you need to continue growing for the duration of your paid search career.
Approximately 20-30 hrs over a 3 month period
**You have 90 days from time of registration to access your course
Member – $1,399
Non-member – $1,699
From keyword research to ad copy to formula-based bidding strategies, Pay-Per-Click (PPC) remains one of the more complex disciplines in web marketing today. Our comprehensive course will provide you the solid foundation you need in basic PPC principles with hands-on, step-by-step instruction on how to build you first campaign. In addition, you’ll get the advanced tools and strategies you need to continue growing
for the duration of your paid search career
Introduction to PPC Advertising
We start the curriculum with an overview of paid search and the underlying principles of direct response advertising in general, including an understanding the goals of both search engines, advertisers, and customers. We’ll cover everything from understanding the psychology of PPC advertising from the user’s perspective, and all the way to breaking down the various stages in the buying cycle.
Introduction to Keywords & Match Types
We’ll take a look into the basis for all PPC advertising: keywords. Understanding the connection between strategically placing keywords in ads and using match types to connect those ads with user content provided bysearch queries will be a critical skill to master for successful paid search campaigns. Along with the initial keyword video, we’ll also take a look at match type options as well as integrating negative keywords into your campaigns.
Writing Effective Ad Copy & Introduction to Landing Pages
At the heart of every PPC campaign is the ad itself. It’s also the place where art meets science since this is where your expertly researched keywords join with your keen sense of style. In this module, Brad will introduce for the first time the ad itself. And amidst a sea of competing PPC ads and organic search results, your ad copy is all that stands in the way between potential customers clicking on your ad…or going elsewhere with their business.
So you’ve selected your keywords, written your ads, and prepared quality landing pages. All your work is done and you’re ready to flip the switch and go live, right? Not so fast. Before launching your ad campaign there are still a number of decisions to be made: network decisions, location targeting, bid options, language settings, and ad rotation are all important considerations that can change the effectiveness of your campaign tremendously. In this next module, Brad discusses your available options and offers some practical advice for how to think about your ads–and your audience–once you are ready to launch your campaigns.
Conversion Tracking, Bidding, & Reporting
Brad will cover one of the critical remaining pieces to the PPC puzzle: bidding strategies. Understanding bidding formulas, goals, and conversion data is essential for any successful paid search campaign. Bid too much and you’ll leave overextend yourself and wipe out your profits; bid too little and you could miss
out on a great deal of qualified traffic. Additionally, there are multiple bidding options available to you. Everything from full control over your bids all the way to a completely automated bidding system are options. But not all opportunities are created equally. You’ll have to decide which one is the best for you.
The Content/Display Network
Now that you have mastered the fine art of the popular search network, you can expand your ad placement horizons into the increasingly popular content and display networks. These opportunities not only expand the reach of your ads, they also expand the types of ads you can offer. Brad will uncover all the details necessary to understand the broad content network (or the display network if you are dedicated to Google), including ad type options, ideal settings, tracking content network ads, and, of course, best practices and pitfalls for using this powerful ad tool.
While building great ads may make a drastic difference in the success or failure of a given campaign, understanding appropriate account organization will enable you to evaluate the exact expectation each campaign should have. From controlling ad groups to match type decisions to generating keyword combinations to micro control over landing pages, smart account organization can protect your budget’s
bottom line and ensure your ads and landing pages are seen in the most optimal manner.
For quite a while, quality score remained an elusive variable in ad rank. And before that, ad position was determined solely by how much you were willing to bid. Now, however, paid search has grown in sophistication and PPC experts are well aware things such as click through rate, landing pages, relevance, and a great number of other factors determine where your ad will be positioned amongst other PPC ads. In this module, Brad will outline the major factors you need to focus on when building your ads, and exactly how to balance your max CPC with a solid quality score to get the most optimal ad position for your product or service.
Creating Your Account Strategy & Launching & Monitoring Accounts
All of your initial campaigns are ready, and it’s time for launch. This section covers the real world implementation of launching and maintaining a PPC account. Not only will you gain an understanding of how to launch the account, but you will learn how to talk with clients and managers about their goals, expectations, and definitions of success for a paid search account.
Supplemental Material: Testing & Advanced Landing Page Strategy
In this supplemental section, Brad and Conversion Faculty Chair Bryan Eisenberg cover the importance of building, testing, and optimizing landing pages. Learn how to harness your paid search traffic and turn them into valuable conversions.
Supplemental Material: Tools & Other Networks
Even though AdWords is the most popular PPC network, there are other prominent PPC ad networks worth exploring and additional tools that can help you manage your accounts in all PPC networks. Learn the ins and outs of other tools to enhance your paid search prowess.
Brad is the author of the well-respected book “Advanced Google Adwords”, and founder of CertifiedKnowledge.org, an online source where the Paid Search community comes together for training, tools, and advice. Brad frequently writes columns for Search Engine Land, co-moderates the AdWords forum on Webmaster World, and has spoken at more than 35 conferences.
Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.