Pay per Click (PPC)
Mike Rogers, training course tutor
Pay per click (PPC) advertising campaigns can be one of the most effective forms of online marketing. However, these marketing campaigns can also easily waste money. This one-day training course looks at what strategies, tools and techniques you need to achieve successful pay per click (PPC) campaigns.
Benefits to you and your employer:
Benefits to your employer:
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
- Ensure your campaign can grow and remain competitive over the long term
By the end of this one-day training course you will discover how to:
- Avoid the pitfalls
- Use keywords and phrases
- Plan campaigns
- Create a bid management strategy
- Write compelling ads and landing pages
- Deliver a highly effective pay per click (PPC) advertising campaign that delivers impressive results at minimum cost
Benefits to you:
This essential one-day training course will help you understand exactly how to create a highly effective pay per click (PPC) advertising campaign that delivers impressive results at minimum cost.
You will learn how to avoid common pitfalls including:
- Poor campaign design
- Poor management
- Unexpectedly high bid costs
- Poor performing ads and keywords
Who should attend:
The Pay Per Click (PPC) course is designed for marketers involved in online marketing wanting to get the very best results for your search engine marketing budget. Including sales and marketing managers, online marketers and consultants.
This will include:
- Sales managers
- Marketing managers
- Online marketers
- Consultants
Previous delegates include:
- Senior Marketing Executive (M&G Limited)
- Marketing Analyst (A J Bell)
- Marketing Manager (The Co-operative Legal Services)
- Advertising and Brand Manager (London South Bank University)
Programme Outline
The Pay Per Click (PPC) course is an essential one-day course for all marketers involved in PPC campaigns.
Two-day training course
This Pay Per Click (PPC) one-day course 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 Search Engine Marketing: SEO & PPC Integration.
Here is the programme outline for this course:
Pay per Click Overview
- Definition of Pay per Click (PPC) and how it works
- Understand Quality Score and how improving quality can lower your PPC costs
- Overview of important opportunities with Google AdWords, Microsoft adCenter and Yahoo Search Marketing
Planning and structuring your PPC campaigns
- Importance of setting appropriate objectives, goals and expectations
- How to determine actionable metrics against which you will measure performance
- How a good account structure will aid the performance and growth of your PPC campaigns
Identifying the keyword phrases to target for PPC campaigns
- Why choosing the most appropriate keyword phrases is critical
- Tools and techniques to help you research and identify the most appropriate keyword phrases
- How to take advantage of the change in search behaviour as prospective customers move along the buying cycle
- How high performing PPC keywords can improve the effectiveness of your SEO campaign
The importance of writing compelling ads and effective landing pages
- How compelling ads that increase Clickthrough Rates (CTRs) lower costs
- Best practice tips and techniques for increasing relevancy and the quality of your ads
- How highly targeted ads and associated relevant landing pages can boost conversion rates
- Best practice approach to continuous testing and ongoing optimisation
Setting bids and bid management strategy
- How to select the right bidding strategy for your campaign
- Why automated bid management tools may be ineffective if your campaign is not optimised
Tracking performance and analysis
- How to integrate your PPC activity in with Google Analytics or other analytics solutions
Additional opportunities
- Overview of additional advertising opportunities - content targeting, remarketing, mobile advertising, Pay per Call, display and video ad formats etc.
Training course tutor
Mike Rogers M IDM is Managing Director of Optimize, a specialist search engine marketing and conversion optimisation agency which provides independent SEM services, consultancy and training to clients in the UK and overseas. Services include search engine optimisation, pay per click and Google Analytics. Mike has worked in SEM for over 10 years and has developed and implemented SEO and PPC strategies for clients such as the BBC, Dyson, Kodak, Nationwide, Parcelforce, Toshiba, Yell.com and the YHA.
Mike is also one of the speakers for the IDM's Certificate in Digital Marketing and a training course tutor for the following courses:
Delegate testimonials
"This course should pay for itself many times over."
Julie Clare, Managing Director, Clear Communications
"A very thorough and precise delivery of valuable knowledge that I can apply to my work with confidence."
Matt Barry, Multimedia Producer, Telesgop
"Very informative, perfect level, would definitely recommend to a colleague."
Sophie Harvey, Ecommerce Marketing Executive, CPP Group
"A brilliant insight into PPC on both a basic and advanced level. "
Harpinder Sohal, Web Operations Exec, RICS
If you have any queries, please contact the team on 020 8614 0277 or email training@theidm.com.
The "Pay per Click (PPC)" course counts as 