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Pay Per Click (PPC) Foundations Course

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 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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Course Fee:
USD 99

Course Type:

Self-Study

Course Status:

Active

Workload:

1 - 4 hours / week

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