PPC Advanced Course Content

paid search advertising

PPC201

Pay-Per-Click-Advanced-CourseLesson 1 = An Overview of PPC Marketing

  • Introduction
  • What is Pay Per Click Marketing?
  • What Does a Pay Per Click Ad Look Like?
  • The Origins of Pay Per Click Marketing
  • The Advantages of Pay Per Click Advertising
  • Further Reading

Lesson 2 = Pay Per Click Search Engines

  • List of Major Pay Per Click Search Engine Programs
  • Yahoo! Sponsored Search
  • Google AdWords
  • Bing Ads
  • MIVA
  • Enhance Interactive
  • LookSmart AdCenter
  • Kanoodle
  • Other Pay Per Click Providers
  • Further Reading
  • Assignment 1

Lesson 3 = Key Elements of a Successful PPC Campaign

  • Before You Start
  • Requirements Gathering
  • Key Campaign Elements

1. Logical Account Structure
2. Logical Ad Group Names
3. Use of Keyword Themes
4. Adequate Number of Ads
5. Tightly Focused Ad Headlines
6. Tightly Focused Ad Content
7. Use of Negative Keywords
8. Use of Keyword Matching Types
9. Use of Tracking URLs
10. Tightly Focused Landing Pages

  • Further Reading

Lesson 4 = Regional and Niche Market Targeting

  • Distribution Networks
  • Google AdWords
  • Bing Ads
  • The Google Search Network
  • The Google Content Network
  • The Bing Network
  • Pros and Cons to Content Advertising
  • Keyword Match Types
  • Targeting: Refine the Who, What, When, Where, How
  • Location
  • Demographics
  • Language
  • Timezone
  • Device
  • Incremental Bidding
  • Further Reading
  • Assignment 2

Lesson 5 = Building Effective PPC Ads

  • Ad Copy Creation for Google AdWords
  • Ad Copy Creation for Bing Ads
  • What makes an effective PPC ad?
  • Effective Ad Titles
  • Effective Ad Text
  • Display URLs
  • Destination URLs
  • Triggers

1. Ask a Question
2. Use Humor
3. Use: Colons
4. Get Regional
5. Use Power Words
6. Use Catch Phrases
7. Use Personalization
8. Tell a Story
9. Use Emotion & Senses
10. Use Calls to Action

  • Further Reading
  • Assignment 3

Lesson 6 = Successful PPC Bidding Strategies

  • Introduction
  • Auto Bidding
  • How Bidding Works in Google AdWords
  • Google AdWords Smart Pricing
  • Google Budget Optimizer
  • AdWords Cost Control
  • AdWords Preferred Cost Bidding
  • AdWords Content Bids
  • Pay Per Action Advertising
  • Conversion Optimizer
  • Performics Affiliate Network
  • Cost Per Acquisition Bidding
  • The AdWords Conversion Optimizer
  • Google’s Recommended CPA AdGroup Bid
  • How Bidding Works in Bing Ads
  • Bidding Strategies You Can Use
  • Determining Your Target Bid Range
  • The Magic Position #2
  • Brand Bidding
  • Bid Management and Maintenance
  • PPC Management Tools
  • Further Reading

Lesson 7 = How to Create Killer Landing Pages

  • What is a Landing Page?
  • Types of Landing Pages
  • Why Are Landing Pages Important for PPC Campaigns?
  • What are the Goals of a Landing Page?
  • Features of an Effective Landing Page
  • Other Considerations
  • Landing Page Case Study
  • What Eye Tracking Studies Tell Us About Landing Pages
  • More About Calls to Action
  • Tracking URLs
  • Taking Prospects by the Hand
  • Shopping Cart Abandonment
  • Tracking and Tweaking is key
  • Further Reading

Lesson 8 = Click Fraud & Anti-Competitive Practices

  • What is Click Fraud?
  • Statistics on Click Fraud
  • How to Detect Click Fraud
  • How to Combat Click Fraud
  • Famous Click Fraud Legal Cases
  • Google Clique
  • Other Anti-Competitive Practices
  • Competitor Analysis
  • Keyword Intelligence
  • Operation Camouflage
  • Further Reading

Lesson 9 = Landing Page Testing

  • Landing Pages
  • Why is Testing Important?
  • Types of Testing
  • Benefits of Landing Page Testing
  • Google Website Optimizer
  • A/B Split Testing
  • Setting Up A/B Experiments in Website Optimizer
  • Multivariate Testing
  • Setting Up Multivariate Experiments in Website Optimizer
  • Tracking Your Experiment
  • Combination Report
  • Page Section Report
  • Benefits of Website Optimizer
  • Suggestions for Testing
  • Further Reading
  • Assignment 4

Lesson 10 = Monitoring and Tweaking Your Campaigns

  • Why Do PPC Campaigns Fail?
  • Monitoring Your Campaigns
  • PPC Monitoring / Management Tools
  • Performance Reporting
  • Case Study: The Unprofitable Campaign
  • The Turnaround
  • Further Reading

extra-bonus

 

 

US $175 in Google AdWords & Bing Ads
Advertising Credits for every student!

 

 

 

 

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