PPC201
Course Introduction
- What You Will Learn
Lesson 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
- Microsoft AdCenter
- 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
- What is Regional Targeting?
- Why Should You Use Regional Targeting?
- Region and Language Targeting in Google AdWords
- Setting Up AdWords Location and Language Targeting
- Google AdWords Region and City Targeting
- Google AdWords Customized Targeting
- Google Local Business Ads
- Setting Up Yahoo! Sponsored Search Location Targeting
- Yahoo! Local Sponsored Search
- What is Niche Targeting?
- Why Should You Use Niche Targeting?
- Niche Targeting Options in Google AdWords
- The Google Search Network
- The Google Content Network
- Disadvantages of the Google Content Network
- Keyword Matching Options on Google AdWords
- Regional and Niche Targeting in Microsoft AdCenter
- Niche Targeting Options in Yahoo! Sponsored Search
- The Yahoo! Distribution Network
- Yahoo! Content Match
- Yahoo! Sponsored Search Keyword Matching Types
- Standard Match
- Advanced Match
- Excluded Words
- Setting Your Yahoo! Match Types
- Other Pay Per Click Targeting Options
- Further Reading
- Assignment 2
Lesson 5 = Building Effective PPC Ads
- Ad Copy Creation for Google AdWords
- Ad Copy Creation for Yahoo Search Marketing
- 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 Yahoo Sponsored Search
- Sponsored Search Pricing Discounts
- Sponsored Search Minimum Bids
- 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
Your tutor for PPC201 is well-known industry expert Kalena Jordan.
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