Pay Per Click (PPC) Foundations Course
Simplilearn Americas LLC
Course Summary
Understand the basic of PPC and Paid Search. Learn how to ideate, manage and execute digital paid campaigns.
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Course Description
What is online marketing all about?
Digital marketing or online marketing field is the electronic commerce vertical which uses the World Wide Web and email for advertising and marketing purposes. Obtaining leads and sales conversions are the prime focal areas of this field.What topics does the training cover?
Our training package imparts you an in-depth understanding of PPC. You can refer the Course Syllabus section for the name of topics covered.Tell me more about your author
Brad Geddes is the author of "Advanced Google AdWords", and founder of Certified Knowledge, an online source where the Paid Search community comes together for PPC training, tools, and advice.
Brad makes it his mission to share his expertise in Paid Search with online marketers so they can build successful online campaigns that generate business. He frequently writes columns for Search Engine Land, co-moderates the AdWords forum on Webmaster World, has spoken at more than 35 conferences, and has led more than 60 AdWords seminars.
Through his experiences, training, writing, and speaking, Brad has demystified the world of Paid Search. Take advantage of Brad's expertise as you go behind the scenes in order to master the systems and strategies of Paid Search.Who are your clientele for this course?
Audience, attending our training is usually working professionals, who are looking forward to sharpen and upgrade their skills to face the competitive careers. Professionals in entry and mid-level positions find our training ideal.How is the job market for Online marketing professionals?
The job market is wide open for online marketing certified professionals as an estimated 500,000+ positions are still unfilled in various specialties of digital marketing in India and US (Source: Economics Times). This has led to the rise in demand for skilled professionals and the industry looks very bright for the future with a plethora of opportunities.
Simpliearn’s training prepares novice individuals and experienced professionals to gain a firm ground in the online marketing vertical by enhancing and advancing their skills and knowledge.Can I cancel my enrolment? Do I get a refund?
Yes, you can cancel your enrolment. We provide a complete refund after deducting the administration fee. To know more, please go through our Refund Policy.What are the payment options?
Payments can be made using any of the following options and a receipt of the same will be issued to you automatically via email.Visa Debit/credit Card
American Express and Diners Club Card
Master Card, Or
PayPal
I want to know more about the training program. Whom do I contact?
Please join our Live Chat for instant support, call us, or Request a Call Back to have your query resolved.
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Course Syllabus
Course preview
Lesson 1 - Introduction to PPC
Part 1 - Introduction to PPC 12:53
1.1 Introduction to PPC 00:33
1.2 What's In It For Me 00:40
1.3 Objectives 00:25
1.4 Search Engines and Traffic 00:58
1.5 Display Networks 01:46
1.6 Auction-Based System 00:26
1.7 Targeting Capabilities 00:41
1.8 Search Ads and Business Types 01:22
1.9 The PPC Cycle 00:38
1.10 PPC Goals and Use Types 01:18
1.11 Before You Start 01:02
1.12 The Advantages of PPC 00:55
1.13 The Three Rs of PPC 02:09
Part 2 - Psychology of Search 13:40
2.1 Introduction 00:22
2.2 What's In It For Me 00:26
2.3 Objectives 00:28
2.4 How we Search 02:12
2.5 Connecting with Searchers 01:40
2.6 Refining your Connections 02:35
2.7 Successful SEM: Aligning Goals 01:36
2.8 Most Common Online Activities 01:12
2.9 When is Advertising not Advertising 02:08
2.10 Key Takeaways 01:01
Quiz
Quiz
Lesson 2 - Account Hierarchy
Account Hierarchy and Structure 06:49
1.1 Introduction 00:19
1.2 What's In It For Me 00:32
1.3 Objectives 00:16
1.4 Account Hierarchy Overview 01:06
1.5 Account Settings 01:10
1.6 Campaign Settings 01:11
1.7 Ad Group Settings 01:19
1.8 Key Takeaways 00:56
Quiz
Quiz
Lesson 3 - The Buying Funnel
Part 1 - The Buying Funnel Part 1 Funnel Structure 18:16
1.1 Introduction 00:26
1.2 What's In It For Me 00:32
1.3 Objectives 00:35
1.4 Funnel Structure 00:37
1.5 B2B and B2C Sample Funnels 05:43
1.6 Search Sessions 00:54
1.7 Keywords Throughout the Funnel 01:51
1.8 Information Progression 03:49
1.9 Features Benefits 03:49
Part 2 - The Buying Funnel Part 2 Examples Tips 17:40
2.1 Introduction 00:12
2.2 What's In It For Me 00:29
2.3 Objectives 00:24
2.4 Real World Examples 03:50
2.5 Maintain Scent 01:25
2.6 Give the User Options 01:16
2.7 B2B Example 01:40
2.8 Complex Buying Funnels 02:54
2.9 Display The Funnel 03:12
2.10 Key Takeaways 02:18
Quiz
Quiz
Lesson 4 - The PPC Auction
The Paid Search Auction 19:27
1.1 Introduction 00:13
1.2 What's In It For Me 00:28
1.3 Objectives 00:21
1.4 Paid Search Auction Basics 01:23
1.5 Ad Positions 01:53
1.6 Ad Rank 02:23
1.7 Introduction to Quality Score 01:19
1.8 Quality Score in Flux 01:10
1.9 Why Ad Rank 02:07
1. 10 Quality Score is Not a KPI 02:15
1.11 Conversion Tracking 04:33
1.12 key Takeaways 01:22
Quiz
Quiz
Lesson 5 - PPC Targeting Options
Targeting Options 12:30
1.1 Introduction 00:14
1.2 What's In It For Me 00:28
1.3 Objectives 00:24
1.4 Hierarchy Review 00:46
1.5 Search and Display Networks 00:38
1.6 Location Targeting 02:26
1.7 Device Targeting 00:30
1.8 Time Frames 01:40
1.9 Placement Targeting 00:53
1.10 Contextual Targeting 00:27
1.11 Interest Targeting 00:36
1.12 Remarketing 00:26
1.13 Audience Targeting in Search 01:16
1.14 Key Takeaways 01:46
Quiz
Quiz
Lesson 6 - Introducing Keywords
Introducing Keywords 25:39
1.1 Introduction 00:16
1.2 What's In It For Me 00:30
1.3 Objectives 00:21
1.4 Necessary Jargon 00:31
1.5 Search Intent 02:32
1.6 Search Sessions 01:01
1.7 Types of Keywords 02:00
1.8 Types of Keywords:Who,What,Why,and How 01:01
1.9 Think About the Searcher 00:38
1.10 Understand Your Demographics 01:30
1.11 Search Queries by Keyword 01:10
1.12 B2B vs B2C Keywords 01:32
1.13 Ad Group Organization 04:40
1.14 Match Types 02:20
1.15 Negative Keywords 01:13
1.16 Finding Keywords 02:26
1.17 Key Takeaways 01:58
Quiz
Quiz
Lesson 7 - Creating Compelling Ads
Creating Compelling Ads 17:52
1.1 Introduction 00:13
1.2 What's In It For Me 00:26
1.3 Objectives 00:23
1.4 Ad Fundamentals 01:19
1.5 Ad Components 04:23
1.6 Anatomy of Ad Copy 02:44
1.7 Mobile Preference 00:54
1.8 Ad Testing 01:04
1.9 Ad 00:41
1.10 Destination URL 00:59
1.11 Ad Extensions 01:46
1.12 Pre - Qualifying Users 01:19
1.13 Key Takeaways 01:41
Quiz
Quiz
Lesson 8 - Measuring Goals and Bidding Options
Measuring Goals and Bidding Options 09:44
1.1 Introduction 00:16
1.2 What's In It For Me 00:27
1.3 Objectives 00:26
1.4 Marketing Goals 01:39
1.5 PPC Metrics 03:45
1.6 Bidding Methods 01:57
1.7 Bidding Modifiers 00:41
1.8 Key Takeaways 00:33
Quiz
Quiz
Lesson 9 - PPC Account Audit
PPC Account Audit 05:01
1.1 Introduction 00:30
1.2 What's In It For Me 00:20
1.3 Objectives 00:21
1.4 Increasing Visibility 01:50
1.5 The Quick Organization Audit 00:28
1.6 Digging for Outliers 00:33
1.7 Trended Data 00:29
1.8 Key Takeaways 00:30
Quiz
Quiz
Lesson 10 - Integrating PPC with Other Disciplines
Integrating PPC with Other Disciplines 10:20
1.1 Introduction 00:16
1.2 What's In It For Me 00:35
1.3 Objectives 00:21
1.4 The Big Picture 00:26
1.5 PPC and other Channels 03:39
1.6 PPC and other Business Types 03:40
1.7 Key Takeaways 01:23
Quiz
Quiz
That was just a sneak-peak into the lesson.
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