PPC Training Suite
Search Ads
Display Ads
Remarketing Ads
Shopping Ads
YouTube Ads
Bing Ads
LinkedIn Ads
Facebook Ads
Instagram Ads
Twitter Ads
Introduction to PPC
– Google AdWords – A brief history
– Quality Score overview
– Choosing PPC versus SEO
Basic Principles of Google AdWords
– Setting up your first campaign
– Account structure best practice
– Effective keyword selection
– Targeting your ads to your audience
– Google display network (GDN)
– Measuring and improving performance using reporting & tools
– Google Analytics preview
– Q&A Session 1
Interactive Practical Session
– Delegate 1: Keyword selection process using Keyword Tool
– Delegate 2: Creative & relevant ad copy creation
– Delegate 3: Implementing advanced features in ads
– Q&A Session 3
PPC Optimisation & Expansion
– Settings, goals and KPIs
– Google Keyword tool & competitor monitoring
– Google Traffic estimator tool & low volume keywords
– Using keyword match type to improve targeting
– Negative keywords and making the most of them
– Improving click-through rates through effective ad copy and creative
– Effective cost per click (CPC) bid management & tools
– Day parting strategy & bid adjustment
– Improving performance with Ad Extensions
– Extended headlines & URLs
– Optimising your campaigns with SQR reports
– Influencing the Quality Score for better results
– Data analysis & general optimisation
– Lost impressions & market share
– Q&A Session 2
Learning outcomes
Advanced PPC search bidding that drives campaign success
The key influences on Google PPC management
How to reduce time spent doing PPC keyword research
Identify your best target audiences
Learn how to beat a PPC competitor
How to build an ROI model for Pay Per Click marketing
How to restructure your existing PPC campaigns for better results
Use attribution and set-up conversions for better results
Collecting, measuring and managing PPC reporting
Developing the proper PPC advertising mix for your market
PPC ads copywriting with ETAs and CTAs
How to put together a workable Pay Per Click plan
How to select and work with a PPC agency
Using the right tools for PPC
Optimisation PPC for mobile and shopping