Blanchet Consultation

Who is this training course suitable for?

Our Paid Search (PPC) Marketing course is suitable for marketing staff and consultants, web designers, IT technical staff, marketing agency staff and anyone who needs to learn the fundamentals of Paid Search Marketing. Individuals involved in e-commerce business start-ups will also find the course useful.

Prerequisites

We recommend delegates have some background in search engine marketing, but this is not essential.

Benefits

This course covers the fundamentals of Paid Search (PPC) Marketing, which is a major element of Search Engine Marketing. You will learn about the different types of PPC, how to set a strategy for your campaigns and apply budgets. We will cover selecting key terms, term matching types and writing effective ad copy. You'll learn how to target your ads and set up dayparting (showing ads at different times). Landing page design is also discussed. We then work with Google Adwords, and you will gain a firm understanding of how to set up campaigns and analyse performance.

Course Syllabus

Search Engine Marketing (SEM)
Introduction
Types of search engine marketing
SEO vs PPC

Your website assessment
SEO, PPC and other marketing assessment

Paid Search - Pay Per Click (PPC)
Types of paid search marketing
Search network vs content network
Strategy and planning
PPC budgets
Selecting key terms
Applying and setting goals
Targeting your ads
Key term matching types
Bid management
Creative optimisation
Listing position strategies
Writing and improving ad copy
Dayparting (showing ads at different times)
Dealing with click fraud
Landing pages

Google AdWords
Google account
Campaign set up
Structure of campaigns
Campaign settings and options
Key term targeting vs placement targeting
Targeting your ads
Search and Content networks
How to create ads
Ad types
How quality score works
Analysing performance and measuring results
Website optimiser
Tracking: Conversion and goals
Tracking: Cross channel
Reporting tools

Other Main PPC Providers
Yahoo! Search Marketing
MSN adCenter