PPC Starter Course Content

paid search advertisingPPC101

Lesson 1 = An Introduction to Pay Per Click Advertising

  • What is Pay Per Click Advertising?
  • 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 PreparationPay-Per-Click-Starter-Course

  • Success Using Pay Per Click Search Engines
  • Before You Start
  • Requirements Gathering
  • You’re Now Prepared
  • Pay For Performance Search Engine Models
  • Bing Ads
  • 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 Bing Ads (PPC for Bing and Yahoo)

  • Bing Ads Distribution
  • Organizational Structure
  • Bing Ads Entity Limits
  • Keyword Match Types
  • Match Type Strategies
  • Bing Ads API
  • Dynamic Text
  • Best Practices When Using Dynamic Keyword Insertion
  • Ad Rotation
  • Bidding and Budgeting
  • Targeting: Reaching the Right Customer
  • Content and Mobile Advertising
  • Microsoft Tools: Manage Your Campaigns
  • Editorial Policy
  • Further Reading

Bonus Lesson = The Yahoo! / Microsoft Search Alliance

  • Benefits of the Search Alliance
  • Drawbacks of the Search Alliance
  • Search Alliance Transition
  • Further Reading

Lesson 6 = How to Set Up a Bing Ads Account

  • Account Set Up Preparation
  • Bing Ads Account Creation
  • Commence Sign Up
  • Choose a Sign Up Plan
  • Login to Your Account & Create a Campaign
  • Bing Ads Account Structure
  • Bing Ads Account Navigation
  • My Settings
  • Help and Support
  • 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

 

extra-bonus

 

 

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

 

 

 

 

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