Pay Per Click Advertising training course

Pay per click (PPC) advertising campaigns can be one of the most effective forms of online marketing. However, without careful design and management these marketing campaigns can also easily waste money with unexpectedly high bid costs or poor performing ads and keywords. This essential one-day training course will help you understand exactly how to avoid the pitfalls and deliver a highly effective pay per click (PPC) advertising campaign that delivers impressive results at minimum cost.

Two-day training course
Pay per Click Advertising is linked with our other best practice search engine marketing training course – Search Engine Optimisation to form a two-day training course. For further details visit Best Practice Search Engine Marketing.

Who should attend the Pay Per Click Advertising training course?

Anyone involved in online marketing wanting to get the very best results for their search engine marketing budget including sales and marketing managers, online marketers and consultants.

How will I benefit from this training course?

A well structured and managed pay per click campaign will increase the number and quality of visitors to your website, keep acquisition costs to a minimum and ensure your campaign can grow and remain competitive over the long term.

Outline programme for Pay Per Click Advertising

Why Pay per Click (PPC) is the fastest growing form of online advertising

• Definition of pay per click (PPC) search advertising and how it works in principle
• Understanding who all the major players are and how their services differ including Google AdWords, Overture, Espotting and Mirago

Identifying the keyword phrases to target for PPC campaigns

• Why choosing the right keyword phrases is critical to PPC success
• How to research potential keyword phrases for your market sector
• How to find the volume and popularity of keyword phrases to target
• Best tools and resources for detailed keyword phrase analysis

Planning and structuring your PPC campaigns

• Setting objectives, goals and expectations for your PPC campaign
• The importance of a good campaign structure from the start
• How to build in flexibility to evolve and grow your campaign over time
• Considerations for tracking PPC campaign performance at set-up
• How to set up and structure a campaign on Google AdWords and other service providers

Setting bids and bid management strategy

• Understanding how bid management works differently across PPC services
• How to select the right bidding strategy for your PPC campaign
• Bidding tactics, tips and techniques and things to avoid
• How to uncover your competitors’ bids and bidding tactics
• Considerations for using third-party automated bid management tools

The importance of writing compelling ads and landing pages

• How to write compelling ads to increase Clickthrough Rates (CTRs)
• How to carry out A/B testing of both PPC ad creative as well as landing pages
• How to reduce average Cost per Click (CPC) by writing better performing ads
• How highly targeted, relevant ads can help to increase conversion rates
• How to optimise landing pages to increase conversions from PPC
• Using effective ‘Calls to Action’ within both PPC ads and landing pages

Developing actionable metrics to measure your success

• Optimising ad position, tracking conversions and measuring ROI
• Slicing, dicing and filtering out unwanted keywords and underperforming ads
• Low-cost testing to get it right

Training course tutor

Mike Rogers M IDM is Managing Director of Optimize, a specialist search engine marketing agency which provides independent search engine marketing services, consultancy and training to clients in the UK and overseas. Services include search engine optimisation, pay per click search advertising, web and search analytics, conversion optimisation and other SEM related services. Clients include the BBC, Dyson, Kodak, Monster.co.uk, Nationwide, Parcelforce, the Royal Mail, Toshiba, Yell.com and many other small and medium sized businesses.

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