PPC STARTER COURSE - PPC101 - COURSE CONTENT
Course Introduction
- What You Will Learn
Lesson 1 = An Introduction to Pay Per Click Marketing
- 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
- List of Major Pay Per Click Search Engines
- Other Pay-Per-Click Providers
- Further Reading
Lesson 2 = Pay Per Click Campaign Preparation
- Success Using Pay Per Click Search Engines
- Before You Start
- Requirements Gathering
- You’re Now Prepared
- Pay For Performance Search Engine Models
- Yahoo! Sponsored Search
- Yahoo! Content Match
- Yahoo! Local Sponsored Search
- Yahoo Search Submit Express
- Yahoo Search Submit Pro
- Google AdWords
- Google AdSense
- Further Reading
- Assignment 1
Lesson 3 = An Introduction to Google AdWords
- Features of Google AdWords
- Google AdWords Terminology
- Clicks vs. Impressions
- AdWords Account Creation
- AdWords Distribution Channels
- The Google Network
- The Google Search Network
- The Google Content Network
- AdWords Location and Language Targeting
- AdWords Region and City Targeting
- AdWords Customized Targeting
- The Benefits of AdWords
- AdWords Editorial Policy
- Further Reading
Lesson 4 = How to Set Up an AdWords Account
- Account Set Up Preparation
- AdWords Account Structure
- AdWords Account Creation
- Use of Multiple Campaigns
- AdWords Account Navigation
- Further Reading
- Assignment 2
Lesson 5 = An Introduction to Yahoo! Search Marketing
- Yahoo’s Pay for Performance Search Engine Models
- Yahoo! Sponsored Search
- Yahoo! Content Match
- Yahoo! Local Sponsored Search
- Yahoo! Sponsored Search Terminology
- A Typical Yahoo! Sponsored Search Ad
- Yahoo! Sponsored Search Account Creation
- The Yahoo! Distribution Network
- The Yahoo! Sponsored Search Distribution Network
- The Yahoo! Content Match Distribution Network
- Yahoo! Sponsored Search Keyword Matching Types
- The Benefits of Yahoo! Sponsored Search
- Yahoo! Sponsored Search Listing Guidelines
- Further Reading
Lesson 6 = How to Set Up a Yahoo! Sponsored Search Account
- Account Set Up Preparation
- Yahoo! Sponsored Search Account Creation
- Commence Sign Up
- Choose a Sign Up Plan
- Establishing an Account using Fast Track
- Establishing an Account using Self Serve
- Login to Your Account
- Email from Yahoo! (Overture) Staff
- Yahoo! Sponsored Search Account Structure
- Yahoo! Sponsored Search Account Navigation
- Further Reading
- Assignment 3
Lesson 7 = Keyword Research for PPC Campaigns
- What is Keyword Research?
- Why is Keyword Research So Important?
- Is Keyword Research Different for Pay Per Click Campaigns?
- Before You Start
- Create a Seed List
- Qualify Your Search Terms
- Think Logically
- Research and Refine
- Be Generic, But Not Too Generic
- Research Your Competition
- Categorize Your Keywords
- Further Reading
Lesson 8 = Ad Copy Creation for PPC Campaigns
- Effective Ad Titles
- Effective Ad Text
- Display URLs
- Ad Copy Creation for Google AdWords
- Ad Copy Creation for Yahoo Search Marketing
- Example of an Effective Ad
- Example of an Ineffective Ad
- Further Reading
Lesson 9 = Landing Page Creation for PPC Campaigns
- Features of an Effective Landing Page:
1) Reinforced Ad Message
2) Punchy Headings
3) Short Paragraphs
4) Enticing Copy
5) Few Distractions
6) Compelling Images
7) Calls to Action
8) Important Content “Above the Fold”
9) Testimonials
10) Established Visitor Trust
11) Foolproof Conversion Process
12) Tested, Tweaked and Tested Again
- Landing Page Case Study
- To Sum Up
- Further Reading
Lesson 10 = PPC Campaign Conversion & ROI Measurement
- What is a Conversion?
- What is ROI?
- Set Goals for Your Site
- Create Navigation Pathways
- Tracking Your Visitor Activity
- Tracking URLs
- Tracking Your Sales / Conversions
- How to Calculate Your ROI
- Key Site Metrics to Look At Regularly
- Further Reading
- Final Exam
Your tutor for PPC101 is well-known industry expert Kalena Jordan.
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