pay per click marketing

The Pay Per Click Marketing Training course will step through the process of setting up a PPC campaign from scratch on the two most popular services, Google AdWords and Bing Ads. It will then take the knowledge of PPC to the next level by teaching Participants how to improve the ad click-through and conversion rates, create effective landing pages, measure campaign effectiveness, conduct split testing and tweak one’s campaigns for better performance.

By attending Pay Per Click Marketing workshop, Participants will learn to:

  • Understand the difference between organic and paid search results
  • Set up a Google AdWords account (to appear in paid search results on Google)
  • Set up a Bing Ads account (to appear in paid search results on Yahoo! and Bing)
  • Increase the conversion rate of existing paid advertising campaigns
  • Attract the right audience for Participants web site via paid search advertising
  • Choose the right keywords to promote Participants web site
  • Understand the various campaign types available
  • Choose suitable demographic and geographic targeting options
  • Understand the difference between each of the keyword matching options
  • Create compelling paid search ads
  • Determine the right bid and match types for their keywords
  • Set and control campaign budgets
  • Structure an ad campaign for best performance
  • Understand key ad triggers that increase conversions
  • Recognize the features of high-converting landing pages
  • Track campaign performance and ROI
  • Produce meaningful campaign reports for stakeholders

COURSE AGENDA

  • Overview of PPC Marketing
  • Pay Per Click Search Engines
  • Key Elements of a Successful PPC Campaign
  • Regional and Niche Market Targeting
  • Building Effective PPC Ads
  • Successful PPC Bidding Strategies
  • How to Create Killer Landing Pages
  • Click Fraud & Anti-Competitive Practices
  • Landing Page Testing
  • Monitoring and Tweaking Your Campaigns
  • Pay Per Click Tools and Software
  • Search Engine Optimization
  • Search Engine Optimization
  • Web Site Copywriting
  • Web Site Usability
  • Article Marketing & Distribution
  • Copywriting for Pay Per Click Advertising
  • Link Building
  • Keyword Research
  • Introduction to Pay Per Click Marketing
  • Pay Per Click Campaign Preparation
  • An Introduction to Google AdWords
  • How to Set Up an AdWords Account
  • An Introduction to Bing Ads (PPC for Bing and Yahoo!)
  • The Yahoo! / Microsoft Search Alliance
  • How to Set Up a Bing Ads Account
  • Keyword Research for PPC Campaigns
  • Ad Copy Creation for PPC Campaigns
  • Landing Page Creation for PPC Campaigns
  • PPC Campaign Conversion & ROI Measurement

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