Pay Per Click Intro Course in Sydney: $595
PPC Course Description
Are you thinking about running an advertising campaign on the pay-per-click search engines? Want your site to appear in the "Sponsored Matches" at the top of the search results in Google? Not sure where to begin or what's involved? Then our Pay-Per-Click Advertising Starter Course is for you!
Ensure your advertising campaign is designed for success from the very first impression. The Pay-Per-Click Starter course will give you the knowledge necessary to set up, monitor and maintain a successful campaign to promote your web site on the pay-per-click search engines and their network of partner sites.
This course is conducted by well-known industry expert Kalena Jordan, the Director of studies for Search Engine College.
She’s also well-known as the search industry’s first agony aunt, answering tricky questions about search engines via her popular search engine advice column Ask-Kalena.com. Kalena tours the conference circuit, speaking about SEO and SEM and the importance of industry training and is a regular guest trainer at City Desktop Training.
Who Should Attend
- - Marketing executives entrusted with the responsibility of promoting their company’s or clients’ web sites.
- - Webmasters wanting to increase traffic to their web sites via search engines.
- - Small business owners wanting to learn how to promote their web sites on the search engines via paid listings.
- - Marketers of e-commerce sites that want to use PPC to measure their site's visitor to customer conversion ratios.
- - SEOs that want to include pay per click search marketing campaigns as part of their product offerings.
What You Will Learn
- - Introduction to pay per click search engines.
- - How to open and set up an account in Google AdWords.
- - How to create an MS AdCenter account.
- - How to research and select appropriate keywords to target.
- - How to create powerful and effective text ads.
- - How to use ad geo-targeting effectively.
- - How to monitor your campaign and measure your ROI (Return on Investment).
- - How to export or download campaign performance reports.
- - An introduction to landing pages.
PPC Essentials Course Outline
An Introduction to Pay Per Click Marketing
- — What is Pay Per Click Marketing?
- — What Does a Pay Per Click Ad Look Like?
- — The Origins of Pay Per Click Marketing
- — The Advantages of Pay Per Click Advertising
- — List of Major Pay Per Click Search Engines
- — Other Pay- Per- Click Providers
Pay Per Click Campaign Preparation
- — Success Using Pay Per Click Search Engines
- — Before You Start
- — Requirements Gathering
- — You’re Now Prepared
- — Pay For Performance Search Engine Models
- — Create an MS AdCenter Account
- — Google AdWords
- — Google AdSense
An Introduction to Google AdWords
- — Features of Google AdWords
- — Google AdWords Terminology
- — Clicks vs. Impressions
- — AdWords Account Creation
- — AdWords Distribution Channels
- — The Google Network
- — The Google Search Network
- — The Google Content Network
- — AdWords Location and Language Targeting
- — AdWords Region and City Targeting
- — AdWords Customized Targeting
- — The Benefits of AdWords
- — AdWords Editorial Policy
How to Set Up an AdWords Account
- — Account Set Up Preparation
- — AdWords Account Structure
- — AdWords Account Creation
- — Use of Multiple Campaigns
- — AdWords Account Navigation
Keyword Research for PPC Campaigns
- — What is Keyword Research?
- — Why is Keyword Research So Important?
- — Is Keyword Research Different for Pay Per Click Campaigns?
- — Before You Start
- — Create a Seed List
Keyword Research for PPC Campaigns (continued)
- — Qualify Your Search Terms
- — Think Logically
- — Research and Refine
- — Be Generic, But Not Too Generic
- — Research Your Competition
- — Categorise Your Keywords
Ad Copy Creation for PPC Campaigns
- — Effective Ad Titles
- — Effective Ad Text
- — Display URLs
- — Ad Copy Creation for Google AdWords
- — Ad Copy Creation for Yahoo Search Marketing
- — Example of an Effective Ad
- — Example of an Ineffective Ad
Landing Page Creation for PPC Campaigns
- — Features of an Effective Landing Page:
- 1) Reinforced Ad Message
- 2) Punchy Headings
- 3) Short Paragraphs
- 4) Enticing Copy
- 5) Few Distractions
- 6) Compelling Images
- 7) Calls to Action
- 8) Important Content “Above the Fold”
- 9) Testimonials
- 10) Established Visitor Trust
- 11) Foolproof Conversion Process
- 12) Tested, Tweaked and Tested Again
- — Landing Page Case Study
PPC Campaign Conversion & ROI Measurement
- — What is a Conversion?
- — What is ROI?
- — Set Goals for Your Site
- — Create Navigation Pathways
- — Tracking Your Visitor Activity
- — Tracking URLs
- — Tracking Your Sales / Conversions
- — How to Calculate Your ROI
- — Key Site Metrics to Look At Regularly
- — Further Reading
| SYDNEY | September | October | November | December | January |
|---|---|---|---|---|---|
| Search Engine Optimisation Training | |||||
| SEO Essentials | 9 | 7 | 18 | - | - |
| SEO Advanced | 10 | 8 | 19 | - | - |
| PPC | - | - | Please Call | - | - |
