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Pay-Per-Click (PPC) Marketing Training Course

COURSE DETAILS

Book now   PUBLIC TRAINING COURSES
    Course length: 1 day - 9.30-5.00pm
    Location: Central London
    Dates: 5 Jun 08
    Price: £475.00 + VAT per attendee; includes breakfast, lunch & refreshments

  IN-HOUSE TRAINING COURSES
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    Prefer a course or workshop tailored to your specific needs?
    Save up to 40% on group PPC training at your office
    Enquire here or call us now on 0845 680 1236

"Pay-Per-Click (PPC) Marketing" is suited to attendees who require an in-depth training course on paid-search marketing strategy and practices. It is the counterpart to our search engine optmisation training course.

The course will include planning and keyphrase strategy, targeting via search and content networks, keyword matching and budget and bid management. We will also practice creating PPC ads in Google AdWords, MSN adCenter and Yahoo! Search Marketing, assessing creative optimisation and listing position strategy. Finally, we will review areas such as landing page and click fraud strategy. As with our SEO training course, the emphasis will be on your own paid-search marketing strategy and website.

We also supply a printed reference manual for all course attendees to keep. This not only contain course notes, but also includes recommended 3rd party suppliers, reference websites and technical examples - all highlighted for easy retrieval.

WHY DO YOU NEED THIS TRAINING COURSE?

  • You want to improve you knowledge and skills in paid-search marketing
  • You are running PPC (e.g. Google adWords) campaigns and want up-skill to improve your click-through rate (CTR)
  • You employ an agency to handle your paid-search marketing and you would like to increase your knowledge of PPC search marketing in order to manage your agency better

TRAINING COURSE CONTENT

  Search Engine Marketing (SEM)

1 Overview

2 Types of search engine marketing

3 SEO versus paid-search (PPC) - overview

  Your search strategy and website(s)

1 Assessment your pay-per-click activity, website and online marketing strategy

  Pay-per-click (PPC) marketing: strategy

1 Types of paid search marketing

2 Planning PPC campaigns

Setting goals

Keyphrase selection

3 Targeting strategy

Search vs content networks

Keyword matching techniques

Lising position strategy

4 Budget & bid management

Setting budgets

Dayparting (overview)

5 Ad creative, testing and optimisation

Copywriting strategy

Landing page strategy

Click fraud

  Google AdWords

1 Setting up a Google AdWords campaign

Ad campaign structure and settings

2 Targeting your ads

Google search and content networks

Keyword targeting vs placement targeting

3 Creating your ads

Ad types

4 Improving AdWords performance

Quality score explained

Performance factors

Google website optimiser

5 Measuring results

Measuring performance using Google Analytics

Setting up conversion tracking

AdWords reporting

Cross channel tracking

  Other PPC examples

1 MSN adCenter

2 Yahoo! Search Marketing

  Your search strategy and website(s)

1 Critique and areas for improvement

WHO IS THIS TRAINING COURSE TYPICALLY AIMED AT?

  • Online marketing staff and consultants
  • IT and technical staff
  • Sole traders and/or start-ups
  • Web design and other digital agencies
  • Marketing and advertising agencies

WHAT SKILLS WILL YOU NEED?

Most attendees are likely to have some knowledge of pay-per-click (PPC) search engine marketing, ranging from a general awareness to actual working knowledge creating pay-per-click (PPC) ads.