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