Pay per Click (PPC)
Structure and manage PPC campaigns to increase the number of high-quality visitors to your website. Learn how to develop PPC campaigns that increase clicks and reduce costs. Understand effective retargeting and set key performance indicators that boost your PPC performance.
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
This course also constitutes Day 2 of our 2-day Search Marketing course; Search Engine Marketing: SEO & PPC
Details
- Level
- Intermediate
- Duration
- 1 day (7 CPD hours)
- Rating
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.
Tutor
Mike Rogers F IDM, Managing Director, Optimize
Mike 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.
Venue
London (W1W 8SS)
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.
Matt Barry
Multimedia Producer, Telesgop
This course should pay for itself many times over.
Julie Clare
Managing Director, Clear Communications