Pay Per Click

The Pay Per Click Advertising – Search Marketing module introduces the fundamental concepts of Pay Per Click Advertising and enables participants to develop the knowledge and skills to create and implement successful Pay Per Click (PPC) advertising campaigns.

The Pay Per Click module demonstrates how to implement and manage search advertising campaigns. The lecture will cover the key concepts and terminology used within the field of PPC and will equip you with the technical understanding and skills to build and maintain an effective Pay Per Click strategy.

You will understand the fundamentals of Search Engine Marketing and appreciate the mechanics of how Pay Per Click systems function. Students will develop advanced keyword research and selection skills and learn how to apply these to Adwords campaigns.

You will learn how to set and manage budgets for Adwords campaigns, measure and analyse their effectiveness by exporting detailed campaign management reports in order to see how they align with established baseline expectations. You will also be aware of relevant data protection and privacy issues associated with Pay Per Click.

Modules

• Key Concepts

• Budgets

• Strengths of Pay-Per-Click

• Scheduling

• Keyword Research

• Display Networks

• Google PPC

• Ad Centre

• Research Tools

• Campaign Management

• Search Campaign Process

• Conversion Tracking

• Keyword Selection

• Conversion Metrics: CPA, CTR

• Ad Copy

• Bidding

• Landing Pages