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You will learn to:

  • Understand the role of Pay per Click in the search marketing landscape
  • Develop and implement PPC campaigns that increase high quality clicks and raise Quality Scores
  • Craft highly effective PPC ads that encourage click-throughs while continuously testing
  • Develop a bid management strategy to maximise high quality visitors and minimise costs
  • Identify, measure and act upon the KPIs  that will help you boost your PPC performance

Course availability 

start location member non-member places left
Central London (W1W 8SS) £549.00 £599.00 2
Central London £549.00 £599.00 6
Central London £549.00 £599.00 6

NB: Prices above subject to VAT.

Course information

programme

An introduction to PPC

  • Introduction to search marketing (basics)
  • How it works: Pay Per Click Advertising
  • The evolving search engine landscape

Keyword research

  • Keyphrase analysis: its role in search marketing
  • Keyphrase development: first steps
  • Keyphrase development: adding sophistication

Adwords

  • Paid search
  • Leveraging relevance
  • Account structure
  • Basic campaign targeting

Advanced PPC marketing

  • Enhanced campaign techniques
  • Keywords and ads
  • Best practices: ads
  • Paid Search: bidding and budgeting

Retargeting

  • Search retargeting basics
  • The seven types of effective retargeting

Setting objectives: selecting metrics

  • Setting search marketing objectives
  • Creating meaningful reports
who should attend?

The Pay Per Click (PPC) course is designed for all marketers involved in PPC campaigns who want to get the very best results for their search engine marketing budget.

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)
Enrol onto ‘Pay Per Click’ course and receive the ‘DMA Mobile Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.
tutors

Kelvin Newman, Director of Strategy, SiteVisibility

Kelvin is responsible for iTunes' most popular internet marketing podcast, downloaded by over half a million people. On the show he has collaborated with a number of the world’s most respected marketers including Seth Godin, Tim Ferriss, Avinash Kaushik & Jakob Nielsen.

Kelvin has delivered presentations across the UK & Europe at events like A4U, SMX London and SASCON, regularly contributes to State of Search and is heavily involved with SiteVisibility’s innovative search marketing campaigns for clients such as Hotels.com, FindaProperty, Gala Bingo & uSwitch. He also runs the hugely oversubscribed BrightonSEO conference which sold out in minutes and has written a free book on link building called Becoming a Clockwork Pirate.

Kelvin was named UK Search Personality of the Year in 2013.

venue

IDM Head Office

With two state-of-the-art training suites complete with interactive white boards, a prestigious boardroom equipped with a 70" multi-touch interactive plasma screen and a cafe dining area with relaxation zone, the IDM has created an inspiring training location.

testimonials
Very informative, perfect level, would definitely recommend to a colleague

Sophie Harvey,
Ecommerce Marketing Executive, CPP Group

A very thorough and precise delivery of valuable knowledge that I can apply to my work with confidence.A very thorough and precise delivery of valuable knowledge that I can apply to my work with confidence

Matt Barry,
Multimedia Producer, Telesgop

This course should pay for itself many times over

Julie Clare,
Managing Director, Clear Communications

Excellent course, points out some very useful things that are easy to implement.

Carolyn Causton,
Marketing Manager, Alzheimer’s Research UK

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