Learn Pay Per Click (PPC) Fundamentals

Name: Learn Pay Per Click (PPC) Fundamentals
Rating: 4.1 (63 reviews)

Maximize your Pay Per Click advertising potential by learning from the industry's best!

Created byApex Global Learning

Last updated 8/2018

English

What you'll learn

Manage fundamental aspects of Digital Marketing - Pay Per Click - Search Engine Marketing
Formulate, plan and execute effective Pay Per Click Campaigns
Be up-to-date with latest best practices for PPC
Apply PPC best practices in websites and campaigns

Course content

6 sections • 47 lectures • 1h 45m total length

Introduction and Course Overview3:10

Definition: Pay-per-click Advertising1:43
Key Benefits of Paid Search Marketing and Pay-Per-Click Advertising2:42
Common Terms used in Paid Search Marketing0:54
Bid: Maximum amount you are willing to pay for 1 click1:23
Ad Group1:10
Campaigns0:47
Display Networks1:47
Click Fraud1:59
Quality Score1:56
Organizational Structure for PPC Advertising1:21
Who owns PPC Advertising?0:50
Identify who owns PPC advertising in your organization—whether in-house, with an agency, or a team—because a fast, decisive owner is essential in this dynamic, changing PPC landscape.
PPC Structure for small, medium and large organizations3:39
Billing Models4:11
PPC Context: Self-Check Questions

Setting and Measuring Goals5:40
Importance of Generating Account Goals1:09
Setting a Daily Budget for each Campaign1:13
Paid Search Marketing Bidding Process4:40
Common Terms of Paid Search Bidding Options1:57
Automate your Bidding1:03
How Keywords Work1:36
Types of Keyword Searches in Customer Journey to Purchase6:50
4 Types of Keywords every Paid Search Marketer should know3:16
How to build your Campaigns and Achieve your Advertising Goals4:19
Keyword Match Types to Control Search4:45
Selecting the Right Keyword list for a Campaign1:37
Keyword Targeting Best Pactices1:36
PPC Strategy and Planning: Self-Check Questions

Text Ads3:06
Expanded Text Ads3:04
Parts and Benefits of an Expanded Text Ads1:33
Ad Words: How to Manage Ad Extenstions2:47
Differentiating Features from Benefits1:30
Landing Page3:48
Improving Landing Page Experience5:33
Ad Targeting Options1:32
PPC Account Structure2:01
Learn how to structure a PPC account with a single account, multiple campaigns for different geographies and products, and ad groups containing multiple ads to drive store visits.
Targeting Options for Text Ads1:22
Remarketing Lists for Search Ads (RSLA)1:17
Google Search Networks0:36
PPC and Paid Search Advertising: Self-Check Questions

Requirements

No prerequisites for this training course.

Description

This course will walk you through all the basics of Pay-Per-Click (PPC) advertising from its very definition down to the benefits, its relationship with Search Engine Marketing (SEM), the different components of PPC such as common paid search marketing terms, AD groups, Display Network, Quality Score, organization structure, billing models, Ad Auction, Keywords, text ads and expanded text ads, ad extension, targeting , a-b testing and more.

Who this course is for:

Online Marketers
Online Marketing Associates
Marketing Specialists
Associate Marketing Specialists
Marketing Managers/Managers

Learn Pay Per Click (PPC) Fundamentals

What you'll learn

Explore related topics

Course content

Introduction and Course Overview1 lecture • 3min

PPC Context13 lectures • 24min

PPC Strategy and Planning13 lectures • 40min

PPC and Paid Search Advertising12 lectures • 28min

PPC Research and Analysis7 lectures • 9min

Outro1 lecture • 1min

Requirements

Description

Who this course is for: