Course Overview

This course clearly explains the advantages of running a Google AdWords campaign, how the process works with the most frequently used search engine, and most importantly how to monitor your results. You will be taken through a live tutorial to set up your own Pay-Per-Click campaign.

If you have either underperforming campaigns  or you simply want to get more out of your current AdWords budget, then this course is for you.  Prepared and delivered by AdWords Experts, we explain how to optimize your campaigns, reduce your spend and get the most of your advertising spend.

Objectives & Outcomes

At the end of this course, you will understand how Pay per Click advertising works and how you can take advantage of this advertising option. You will be in a position to plan and implement a Google AdWords advertising campaign.  You should also be able to articulate your requirements regarding your AdWords account with your advertising/marketing agency.

Course Topics

• Overview of Search Engine Marketing - Paid Advertising or Pay per Click (PPC) Advertising
• Introduction to Paid Advertising Services
• How Google AdWords works
• How to set up an effective Google Adwords Campaign
• Using professional tools to pick the right keywords for success
• Analysing your market online
• How to write effective Adword Ad copy
• How to set budgets
• How to set up a locally targeted campaign
• Improving your Click Through Rate (CTR)
• Landing pages for success
• Managing Your Campaigns on an ongoing basis
• Advanced Keyword Research
• How to see what the competition is bidding on
• Writing even more compelling ads
• Advanced Campaign Optimisation
• Creating Reports
• Automating Report Generation
• Why CTR is Important
• Improving CTR
• Regional Targeting
• Keyword Bracketing
• Using the Google Keyword Tool

Who Should Attend

The course will be highly relevant to anybody with responsibility for developing or implementing an organisation’s online strategy, including senior management, marketing managers, communication specialists, webmasters and IT managers and personnel.  This course will be highly relevant to existing Google advertisers who  want to get more from their budegtry spend and experienced PPC bid managers who will be performing the actual work for employers/clients, or for themselves.

Pay per Click (PPC) advertising campaigns allow you to maximise your company's visibility on key search engines such as Google, Yahoo, and Bing. On this module you will learn how to develop an effective PPC strategy and achieve demonstrable return-on-investment (ROI). This module provides takes you through the essentials of planning, managing PPC campaign.

Topics include:

• How to create a PPC campaign
• Implementing your PPC budget
• Targeting your advertising
• Measuring and Managing your campaigns

What is Pay Per Click?

Pay per click (PPC) is an online advertising model, whereby advertisers pay only when their ad is clicked. Ads can be placed on search engine results, affiliates or individual websites. With search engines, advertisers typically bid on keyword phrases relevant to their product and target market. Content websites commonly charge a fixed price per click rather than use a bidding system.

Cost per click (CPC) is the sum paid by an advertiser to search engines and other online publishers for a single click on their advertisement, which directs one visitor to the advertiser's page. CPC varies depending on the search engine and the level of competition for a particular keyword.

Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to or above organic results on search engine results pages, or anywhere a web developer chooses on a content site.

Among PPC providers, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the three largest network operators, and all three operate under a bid-based model.