 Pay per Click search advertising campaigns can be one of the most effective forms of online marketing. However, without careful design and management Pay per Click 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 paid search advertising campaign that delivers impressive results at minimum cost. How will you benefit »
Outline programme »
Course tutor » Two-day course
Pay per Click Advertising is linked with our other best practice search engine marketing course – Search Engine Optimisation to form a two-day course. For further details and price information visit
Best Practice Search Engine Marketing. Who should attend? 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 you benefit? 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 Why Pay per Click 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 - 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
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 and other SEM related services such as Paid Inclusion and Trusted Feeds. 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.
IDM Membership and CPD Scheme  IDM members receive a substantial discount on this course. To find out more about becoming a member of the IDM click here.
You can claim 7 CPD hours for attending this course. To find out how to enrol on the IDM CPD scheme click here.
Course fee includes all tuition, comprehensive manual, lunch and light refreshments. |
