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

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Course availability

Start Location Member Non-Member Places Left  
22/11/19 London (W1W 8SS) £510.00 £599.00 4

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.

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

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