Pay Per Click Advertising Training and Certification

PPC Advertising Training and Certification

From keyword research to ad copy to formula-based bidding strategies, 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.

Pay Per Click Advertising Course Curriculum

INTRODUCTION TO PPC ADVERTISING
Start with an overview of paid search and the underlying principles of direct response advertising in general, including the goals of search engines, advertisers, and customers. You’ll cover everything from PPC user psychology to breaking down the various stages in the buying cycle.
 
You will learn:
  • The psychology of search.
  • The secrets of effective copy writing.
  • The correlation between user attention and advertising spend.
  • How a customer progresses through the buying funnel.
 
INTRODUCTION TO KEYWORDS & MATCH TYPES
In this first section, you’ll study the basis for all PPC advertising: keywords. Understanding the connection between strategically placing keywords in your ads, and using match types to connect those ads with user search queries, will be a critical skill to master for successful paid search campaigns. You’ll also take a look at match type options and integrating negative keywords into your campaigns.
 
You will learn:
  • How to lay out a spreadsheet defining features and benefits.
  • How to craft the perfect headline.
  • The critical elements of your display URL.
  • How to create a keyword list from the perspective of the targeted personas.
  • Effective keyword research tools and how to use them.
  • Why you need separate campaigns for search and content campaigns.
  • How to save time with AdWords Editor.
  • How to harness the power of ad extensions.
 
WRITING EFFECTIVE AD COPY & INTRO TO LANDING PAGES
At the heart of every PPC campaign is the ad itself. It’s also where art meets science when your expertly researched keywords join with your keen sense of style. And in a sea of competing PPC ads and organic search results, your ad copy is what determines whether potential customers click on your ad… or go elsewhere with their business. So pay close attention and put your creative hats on. This is where you get to engage the right side of your brain and separate yourself from a universe of ho-hum ads.
 
You will learn:
  • How to write compelling ad copy.
  • The difference between feature and benefit based ads.
  • How to take advantage of destination and display URLS.
  • How to check if you’re infringing on any trademarks.
  • How to use the Google merchant center.
  • How to use call extensions.
  • How to create dedicated PPC landing pages.
  • How to segment your traffic to various landing pages.
 
CAMPAIGN SETTINGS
You’re ready to flip the switch and go live, right? Not so fast. Before launching your ad campaign there are still a number of decisions to be made: network decisions, location targeting, bid options, language settings, and ad rotation are all important considerations that can impact the effectiveness of your campaign tremendously. In this module we discuss your available options and offers some practical advice for how to think about your ads — and your audience — once you’re ready to launch your campaigns.
 
You will learn:
  • What to consider when geographically targeting.
  • How to target based on language.
  • How to reach the most people within a geography.
  • The difference between Search and Display networks.
  • How to create campaigns for different devices.
  • How to create and effectively manage a daily budget.
 
CONVERSION TRACKING, BIDDING, & REPORTING
In this module we cover one of the critical remaining pieces to the PPC puzzle: bidding strategies. Understanding bidding formulas, goals, and conversion data is essential for any successful paid search campaign. Bid too much and you’ll overextend yourself and wipe out your profits; bid too little and you could miss out on a great deal of qualified traffic.
 
You will learn:
  • How to effectively set and measure goals.
  • How to use PPC data to measure your company’s objectives.
  • How to estimate initial conversion rates.
  • How to estimate your revenue per conversion.
  • How to optimize bidding options to your needs.
  • How to optimize your budget
  • How to calculate the value of a click
  • All of the different ways you can look at your data in AdWords
 
THE CONTENT/DISPLAY NETWORK
Now that you’ve mastered the fine art of the search network, you can set your sights on the ever growing content and display networks. These opportunities not only expand the reach of your ads, they also expand the types of ads you can offer. In this module we’ll uncover all the details necessary to understand the broad content network (or the display network if you are dedicated to Google), including ad type options, ideal settings, tracking content network ads, and best practices and pitfalls for this powerful ad tool.
 
You will learn:
  • Which keywords to use in display network campaigns.
  • How your keywords should differ from search advertising campaigns.
  • Why rich media ads require standard ad copy.
  • How to measure results of CPM campaigns.
  • Best practices for enhanced campaigns.
  • How to run Placement Performance Reports.
  • Which sites to block from your placements
 
ACCOUNT ORGANIZATION
While great ads will make a drastic difference in a campaign’s success or failure, proper account organization lets you set exact expectations for each campaign. From controlling ad groups to match type decisions, generating keyword combinations, and micro control over landing pages, smart account organization can protect your budget’s bottom line and ensure your ads and landing pages are seen in the most optimal manner.
 
You will learn:
  • How to organize ad groups by brand and intent.
  • Optimize your paid search by tightly theming your Ad Groups.
  • The secrets of managing complex campaign goals with a step-by-step guide to campaign structures.
  • How to clearly set and achieve your goals with campaign organization.
  • How the experts organize their campaigns.
 
QUALITY SCORE
For a long time ad position was determined solely by how much you were willing to bid. Then quality score became an important, if elusive, variable. Now, paid search has grown in sophistication and PPC experts are masters of click through rate, landing pages, relevance, and a slew of other factors that determine where your ad is positioned against the competition. In this module we outline the major factors you need to focus on when building your ads, and exactly how to balance your max CPC with a solid quality score to get the optimal ad position for your product or service.
 
You will learn:
  • The three major factors that determine quality score.
  • What to do with a substandard landing page.
  • How improving your quality score can decrease the cost of your Ad Words campaigns.
  • Find the best places you can optimize for better quality score.
  • How to organize and maneuver through piles of data with ease.
  • How to research specific terms to use in your ad copy.
  • What you need to do for problem quality scores and sudden changes in quality score.
  • How to create an effective landing page that ensures a consistently high quality score.
 
TESTING & ADVANCED LANDING PAGE STRATEGY
So far you’ve focused on creating and optimizing ads. But what happens after the research is done, the ads are created, and the campaigns are launched? How do you know what’s working, what’s not working, and where you should focus your efforts? In this module we’ll explore the strategies and best practices for running ad and landing page tests that will save you a lot of time… and even more money.
 
You will learn:
  • The best ways to test your ad copy.
  • How to run tests in a low volume account.
  • How to choose the right landing pages for each of your ad campaigns.
  • How to streamline your landing pages using page segmentation.
  • How Adwords Campaign Experiments (ACE) can be used to control risk.
  • How to define and analyze your experiments.
  • The importance of testing for impact, not variations.
  • 8 different button variables.
  • 7 variables for creating forms.
  • 30 key optimization factors broken into 4 main categories.
 
TOOLS & OTHER NETWORKS (Facebook, LinkedIn)
Despite Google and other search engines being the primary place most ads get displayed, there are a number of emerging social media options available for paid search ads. In this bonus module we review Facebook and LinkedIn as powerful opportunities to expand your paid advertising efforts.
 
You will learn: 
  • How to maneuver through your data in adCenter.
  • The differences between AdWords and adCenter.
  • How to create large amounts of ads with little effort.
  • How to manage your campaigns more efficiently.
  • How to set up PPC campaigns in LinkedIn and Facebook.
  • The benefits of having a custom Facebook page.
  • How to determine your budgets and bids for your social media PPC campaigns.