Pay Per Click (PPC) Course Content
Introduction to Search Engine Marketing
Importance of search engine marketing to get the visibility and customers on the internet, the benefits of online advertising compared to other forms of advertising.
Introduction to keywords, choosing the right keywords based on the business angle and what customers search on search engine, the various types of keyword matches and the significance of each keyword match type.
What is Google AdWords, how Google AdWords works, the various sections of AdWords and best practices defined by Google.
Creating PPC ad campaigns
The Pay Per Click ad campaign, how PPC works, creating a new ad campaign, choosing the language, location and understanding the Google bidding process for PPC ads, various stages of ad campaigns, deploying split test in ads.
Getting the best out of Google ads
Introduction to various Google ad networks, Google Display network, deploying video ad campaigns, callout extensions and other special features of Google ads.
Using metrics to analyze campaigns
Working with the various metrics in Google ad campaigns, monitoring the right metrics, taking the decisions based on the analytics, measuring the performance of ads.
Optimizing the PPC ads
In-depth understanding what works in PPC ad campaigns, daily budget for ads, starting and stopping of the campaigns, importance of ad groups, ad positioning, ad rank, ad action, quality score of ads, cost per click calculations.
Creating targeted ad campaigns
Various aspects of targeted ad campaign, targeted placement, targeting the audience, demographics, creating dynamic ads with data feeds, Google sponsored promotion, understanding the audience list and having the right targeted approach.
Google AdWords Express
Introduction to Google AdWords Express, how it differs from Google AdWords, the various features and advantages of AdWords Express, ensuring minimal management, getting the right performance of ads.
Reporting in PPC
Extracting the right reports with Google AdWords, key performance indicators, reporting segments, dimension tab and other useful reports in Google AdWords.