Pay per Click (PPC) Marketing

Duration: 1 Day

Objectives

This course is aimed at digital marketers, small business owners, media planners, web project managers and anyone with the requirement to either run their own pay-per-click (PPC) marketing campaigns or to manage their outsourced PPC agency better. From a practical perspective the course focuses mainly on Google AdWords, but the strategy taught during the day can easily apply to Yahoo! and MSN or other search networks.

Pre-requisites

None.

Course includes

Follow-up telephone support and, for training on Transmedia premises, lunch and refreshments.

Course outline

Search Engine Marketing (SEM)

  • Types of search engine marketing
  • Pros and cons of SEO versus PPC

Pay-per-click (PPC) marketing: strategy

  • Overview of the types of paid search marketing
  • Planning and tareting PPC campaigns
  • Using tools to carry out keyphrase research
  • Keyword matching techniques
  • Lising position strategy
  • Budget & bid management
  • Dayparting overview
  • Ad creative, testing and optimisation
  • Landing page strategy
  • Assessing click fraud

Practical Look at Google AdWords

  • Setting up a Google AdWords campaign
  • Ad campaign structure and settings
  • Google search and content networks
  • Keyword versus placement targeting
  • Google AdWords ad types
  • Improving Google AdWords performance
  • Quality score explained
  • Google AdWords reporting
  • Exercises on campaign strategy

Optimisation

  • Measuring performance using Google Analytics
  • Structured approaches to testing landing pages
  • Setting up Google AdWords conversion tracking

This course is available as a private or customised course. Contact us for further information and to customise this course to your exact requirements:

Phone us: 0208 269 4260Book Now

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