Pay per Click (PPC): Advanced
Sheree Hellier, Programme Development Manager
If you need your search engine marketing (SEM) and Pay per Click (PPC) campaigns to be even more effective then book on to our advanced one-day training course. We will help you develop the best PPC strategy for your business and get the most out of your account management, testing, ad integration and reporting opportunities.
Benefits to you and your employer:
Benefits to your employer:
- Develop the most effective PPC strategy for your business, understand how to better manage your account and get the most out of your testing, ad integration and reporting opportunities.
Benefits to you:
- You will learn how to improve the structure of PPC accounts thereby removing wasted clicks and reducing ad spend to increase ROI
- You'll discover how, where and when to use various match types to maximise campaign opportunities and improve the quality of traffic therefore boosting conversions.
Who should attend:
The Pay per Click (PPC): Advanced course is aimed at those who already have experience of running PPC campaigns and want to boost the performance and effectiveness of their campaigns.
Programme Outline
Throughout the workshop we will give delegates the opportunity to review and discuss and critique their own PPC campaigns in open class to ensure practical – and immediate – benefits that can be applied back in the workplace the next day.
Here is the programme outline for this course:
Search Psychology overview
Overview on how to connect with the searcher
Quality Score review
- Demystifying Quality Score - what it is, how it's calculated with tips and techniques to increase it at every opportunity
- How to analyse your account Quality Score and subsequently increase it
Discovering effective keywords overview
- Keyword research - tips, tools and techniques to take your research beyond the basics
- Tools, tips and techniques to build and optimise your list of target keywords - long-tail keywords etc…
Match Types - advanced review
- Demystifying the pros and cons of using the 4 different Match Types and how you can capitalise on their differences
- How to gain competitive advantage by removing the misconceptions of using multiple Match Types in a Campaign
- How the Quality Score of different Match Types is calculated and how you can take advantage of these differences
- How to use negative keywords most effectively to reduce your costs and increase your ROI
Account structure review
- How to go beyond simply segmenting 'top performers' which is no longer enough in most competitive markets
- Improve account performance by increasing granularity - effective segmentation of keywords, use of multiple match types etc...
Text Ads
- Tips, tricks and techniques for writing ad copy that help to increase click-through rates (CTRs) and boost Quality Score
- Understand how to capitalise on your USPs, focus on benefits over features and use effective Calls to Action to boost ROI
- Learn when and when not to use Dynamic Keyword Insertion (DKI) to maximise ad performance
- Carry out simple but effective A/B split tests of ads to increase CTR and of landing pages to increase ROI
- Maximise ad performance by showing you how and when to implement ad sitelinks most effectively
- Boost your campaign performance through the use of product and mobile extensions
- Learn how to optimise Geographic Targeting through the effective use of Google Places, location extensions and including addresses in ads
- Understand how to use features such as Google Checkout buttons, reviews, +1 button etc... to gain a competitive advantage
- Ad Preview tool overview
Campaign Management
- Overview of tools that help with the effective management of PPC campaign - Google AdWords Editor, MCC, Microsoft adCenter Editor etc...
- Learn how to make bulk changes to meet your campaign objectives using tools and advanced features in Excel spreadsheets
- Overview of using advanced functionality in third party products - modifying ads and prices in ads 'on the fly', stock management etc...
Bid management overview
- Learn the pros and cons of the different approaches to bid management - manual vs automated bid management
- When and how to use automated bid management features effectively - CPA bidding, Position Preference etc...
- Overview of third-party automated bid management tools and their methodology - ROI targeting, portfolio management etc...
Other ad formats
- Overview of supported ad formats with tips and techniques on creating effective image, video and mobile ads
- Overview of the latest developments tools such as the Ad Planner and the Display Ad Builder
- How to setup and run Promoted Video ads on YouTube
Advertising on the display network
- Optimise the structure of your Display Network campaigns to boost their effectiveness
- Maintain full control of your ads through effective keyword targeting and using the Ad Planner for placement targeting
- Maximise opportunities through retargeting (remarketing) and what you must do to meet the EU directive
- Understand how to track and measure view-through conversions
Reporting
- How to configure your analytics to identify keyword journeys, attribute conversions to keywords appropriately etc...
- Tips and techniques to maximise keyword intelligence by accurately matching all search query keywords to bid keywords
Testing
- Tips and techniques to help improve ROI through effective landing page optimisation
- How to configure and manage Multivariate Testing (MVT) of landing pages
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): Advanced' course counts as 