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PPC remains one of the more complex disciplines in Internet marketing. With your competition getting smarter every day, it's critical to have not only a strong foundation in PPC principles, but advanced understanding in PPC economics and customer psychology.
From keyword research to ad copy to formula-based bidding strategies, surge ahead of your competitors when you master the essentials of PPC. Learn current practices in campaign management, PPC economics and customer psychology.
Month 1 Modules
PPC Art & Science, How the PPC Machine Works. This module is an overview of paid search and the underlying principles of direct-response advertising in general, including an understanding of goals of search engines, advertisers, and customers.
- The Art and Science of PPC Advertising
- How the PPC Machine Works
- Understanding Customers and Objectives
You'll learn a comprehensive and cross-discipline overview of designing, building, and maintaining your PPC programs. Everything you need to understand how to run a single campaign or manage dozens of clients is here in one module. Campaign set-up, keyword building, bidding strategies, content networks, and landing pages are all covered.
- Building Out Your PPC Keyword List
- Writing Effective Ad Copy
- Structuring Your PPC Account
- Driving High-Quality Traffic from Content Networks
- Choosing the Best Landing Page for Your PPC Account
- Bidding for Success
- Keyword Matching Options
- Advanced Bidding Strategies
From keyword research to ad structure to campaign settings, this first hands-on section covers all the initial steps necessary to build and launch your first campaign. It's a dense section that includes a lot of information, so be prepared to take a lot of notes, ensure you can answer the questions posed in the study guide, and do well on the quiz.
- Creating Great PPC Ads
- Building PPC Keyword Lists
- Creating Your First Campaign
Month 2 Modules
In this Adwords Editor primer, you will get a guided tour of the ins-and-outs of using this powerful desktop tool from Google. Navigate your account, make bulk changes, copy or move items between ad groups and campaigns, share your proposed changes with other users before making them live.
- Google Adwords Editor
- Google Adwords Editor: Advanced Techniques
Your landing page strategy and the way you communicate with your potential customers is an absolutely critical piece of the entire PPC puzzle. This module covers what makes up good landing page and how to maximize your chances for changing your visitors into customers.
- Designing Effective PPC Landing Pages
- Testing and Optimizing PPC Landing Pages
Content advertisements are considered risky, scary, and a good place to lose money. Why? Because advertisers treat them like search ads, and they end up in the wrong place, at the wrong time, with the wrong message. In this section, we will explain how content ads vary from search ads, and how advertisers can exploit those differences and reap great rewards from good campaigns.
- Content Networks
- Content vs Search Ads
Month 3 Modules
This section deals with an often overlooked, but critical, aspect of PPC account management: the financials. For ultimate campaign and paid search success, it's critical to ensure a solid understanding of optimal bid management as well as auditing existing campaigns in order to weed out unprofitable ads and maximize exposure for successful ones. This module covers necessary financial details and strategies.
- PPC Economics & Bid Optimization
- Auditing Your PPC Program: Spreadsheet Audit
Before you launch your PPC campaign, it's important to ensure all critical elements are in place. This section also includes an overview of Adwords post-launch tools. Understanding how these strategies work will help you analyze and modify your campaigns as customers interact with your ads and landing pages.
- Pre Launch Checklist for Adwords Campaigns
- Google Adwords Performance Reporting Part 1
- Google Adwords Performance Reporting Part 2
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- Latest Curriculum Content
- Assignments & Real-Life Projects
- In-Depth, Online Training
- Video Modules & Quizzes
- Live Weekly Meetings
- Any-time Faculty Q&A
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