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| Pay-Per-Click (PPC) Advertising Certification |
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PPC Program Overview PPC remains one of the more complex disciplines in Internet marketing. With your competition getting smarter every day, it's critical to have not only a strong foundation in PPC principles, but advanced understanding in PPC economics and customer psychology. From keyword research to ad copy to formula-based bidding strategies, surge ahead of your competitors when you master the essentials of PPC. Learn current practices in campaign management, PPC economics and customer psychology.
Month 1 ModulesIntroduction to PPC PPC Art and Science, How the PPC Machine Works. This module is an overview of paid search and the underlying principles of direct-response advertising in general, including an understanding of goals of search engines, advertisers, and customers. You will learn:
PPC Fundamentals and Campaign Set-up You'll learn a comprehensive and cross-discipline overview of designing, building, and maintaining your PPC programs. Everything you need to understand how to run a single campaign or manage dozens of clients is here in one module. Campaign set-up, keyword building, bidding strategies, content networks, and landing pages are all covered. You will learn:
Your First Campaign: Keyword Lists and Campaign Structure From keyword research to ad structure to campaign settings, this first hands-on section covers all the initial steps necessary to build and launch your first campaign. It's a dense section that includes a lot of information, so be prepared to take a lot of notes, ensure you can answer the questions posed in the study guide, and do well on the quiz. You will learn:
Month 2 ModulesAdwords Editor In this Adwords Editor primer, you will get a guided tour of the ins-and-outs of using this powerful desktop tool from Google. Navigate your account, make bulk changes, copy or move items between ad groups and campaigns, share your proposed changes with other users before making them live. You will learn:
Landing Page Design Your landing page strategy and the way you communicate with your potential customers is an absolutely critical piece of the entire PPC puzzle. This module covers what makes up good landing page and how to maximize your chances for changing your visitors into customers. You will learn:
Content Networks Content advertisements are considered risky, scary, and a good place to lose money. Why? Because advertisers treat them like search ads, and they end up in the wrong place, at the wrong time, with the wrong message. In this section, we will explain how content ads vary from search ads, and how advertisers can exploit those differences and reap great rewards from good campaigns. You will learn:
Month 3 ModulesPPC Economics This section deals with an often overlooked, but critical, aspect of PPC account management: the financials. For ultimate campaign and paid search success, it's critical to ensure a solid understanding of optimal bid management as well as auditing existing campaigns in order to weed out unprofitable ads and maximize exposure for successful ones. This module covers necessary financial details and strategies. You will learn:
Launching Your Campaign and Post-Launch Reports Before you launch your PPC campaign, it's important to ensure all critical elements are in place. This section also includes an overview of Adwords post-launch tools. Understanding how these strategies work will help you analyze and modify your campaigns as customers interact with your ads and landing pages. You will learn:
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