Internet marketing training cannot be complete with out PPC. Understanding PPC is as complexas it can get from keyword research to ad copy, this is something you need the help of a trueprofessional. As Internet marketing competition is scaling to newer heights, it is important thatyou have a complete understanding of the foundations of PPC along with PPC economics andcustomer psychology.
INTRODUCTION TO PPC: HOW PPC WORK
We start off with a complete overview of principles such as paid search and direct responseadvertising. Important aspects such as goals of search engines, customers and also advertised arediscussed in detail here.
What you will learn:
•Components required to make your PPC campaign successful
•What your ad needs to communicate
•Thinking like a search engine
•Phases involved in an average buying cycle
INITIAL CAMPAIGN: KEYWORD LISTS & CAMPAIGN STRUCTURE
This is an introductory session aimed at bettering your basic skills and knowhow required tostart off your campaign. Keyword research, ad structure and campaign settings are all discussedhere. This session is information rich and its recommended that you take lots of notes for futurereference.
What you will learn:
•Laying out a spreadsheet that defines features and benefits.
•Crafting the perfect headline
•Important aspects of your display URL.
•Creating a keyword list from perspective of targeted personas.
•The best keyword research tools and using them to maximum effect
•Requirement for separate search and content campaigns
•Saving time with AdWords Editor.
•Little known facts about the power of ad extensions.
ADWORDS EDITOR
**** gives you a completed overview of the advantages/ disadvantages of AdWords Editor. Thisis a free and powerful desktop tool and this session empowers you to make maximum use out ofit. Important aspects such as navigating to your account, making bulk changes, copying/ movingitems between groups and campaigns are discussed in detail here. You can also share your ideaswith other users without your desktop and upload changes made to Google in an instant.
What you will learn:
•Navigating, editing and expanding your campaigns
•Creating and editing negative keywords.
•Breaking down you keywords to tightly themed ad groups.
•Simplifying tracking using URL tagging
•Comparing ad and campaign performances.
•Splitting ad groups.
LANDING PAGE DESIGN
Just getting a potential customer to click on your ads is only half the battle. Your landing pagestrategy needs to communicate effectively with potential customers and convert them intocustomers. **** shares key information regarding how to create a good landing page and howyou can maximize your chances of getting a purchase from a potential customer.
What you will learn:
•Window you have to satisfy your customer-8 seconds.
•Making the Golden Triangle work for you.
•Differences between B2B and B2C page layouts.
•Design a user friendly form
•Prioritizing testing of page elements to get maximum impact on your conversion rate.
•Difference between “Statement” and “Question” messaging.
•Setting up and running A/B and Multivariate tests in Google Website Optimizer.
•After implementing your winning test results, the next step
CONTENT NETWORKS
Content advertisements always have to been considered risky because most advertisers treatthem like search ads and in most cases, then end up in the wrong place, time and conveying thewrong message. *** differentiates between content ads and search ads and how advertisers canactually use them to get rewards for campaigns.
What you will learn:
•Top reasons why content advertisers lose money.
•Differences between content advertising and search advertising.
•3 types of campaigns you need to know and should be running.
•Ad copy and differences between content and search ads.
•Differentiating image ads from content and search types
PPC ECONOMICS
Financials of PPC account management are often overlooked but not here. For that ultimatecampaign and paid search success, **** gives you a complete overview of optimal bidmanagement and auditing existing campaigns. This will enable you to remove unprofitable ads and maximize exposure of successful ones. Financial details and strategies are discussed herethat you won’t find anywhere else.
What you will learn:
•Importance of the advertising to sales (A/S) ratio.
•Understanding sales per click (SPC) relativity with PPC metrics.
•Profitability and relationship between A/S and SPC.
•Separating brand performance in a spreadsheet.
•Why its best not to analyze data across engines.
•Find keywords with inefficient performance.
•Classification schemes and why they should not be tied to account structure.
LAUNCHING YOUR CAMPAIGN & POST-LAUNCH REPORTS
Before you launch your PPC campaign, there are something that needs to be double checked.This section details on critical elements that have to be in place before making your campaignvisible. **** details you on AdWords post launch tools and even strategies that can help youchange you campaigns as and when customers interact with your ads/ landing pages.
What you will learn:
•Why default setting for Mobile Devices should be turned off.
•Why same ads should not be appearing on laptops, desktops, and mobile devices.
•Should your position preference be set to ON or OFF (with reasons)
•Dangers of Automatic Matching with exceptions
•Filtering by subsegments of your campaign.
•Navigating the reporting interface.
•Reports that you should be running regularly.
•Using report data and improving your Quality Score.
3RD PARTY AD TOOLS: YAHOO, BING, FACEBOOK, TWITTER
There was once a time when PPC advertising was confined to the ad worlds of Google andYahoo. However, now there are multiple advertising options and **** briefs on all aspects oftraditional PPC and even other ways you can get ads into the real-world. FaceBook, YouTubeand even Twitter as paid search opportunities are discussed here
What you will learn:
•Getting started with Twitter.
•Setting up your first campaign.
•Delicate variations that you need to be aware of
•Reading analytics.
•Migrating campaigns to Microsoft and Yahoo.
•Facebook PPC.