Advanced Pay Per Click (PPC) Certification Training

Course preview

Introduction to PPC Advertising

Lesson 1 - Introduction to PPC Advertising 12:57

1.1 Overview

1.2 Introduction 00:16

1.3 What is Pay Per Click? 01:02

1.4 Efficient Advertising: No Wasted Impressions 00:53

1.5 The Three R's of Pay Per Click 00:25

1.6 PPC Account 01:48

1.7 Remove the Guessing Game 03:32

1.8 PPC Gives You Valuable Insight 01:27

1.9 PPC Gives You... 00:35

1.10 Level Playing Field 00:29

1.11 Conclusion 02:30

Lesson 2 - Psychology of Search 12:44

2.1 Overview

2.2 Introduction 00:30

2.3 We Don't Use Search to Browse the Web 00:25

2.4 People Think in Concepts 01:11

2.5 Expectation of Results 01:59

2.6 Search Marketing is Not Interruptive 02:32

2.7 Track Conversions 00:46

2.8 Successful SEM 01:56

2.9 Most Common Online Activities 01:25

2.10 Advertising Isn't Advertising When It's Information 02:00

Lesson 3 - The Search Opportunity 15:28

3.1 Overview

3.2 Introduction 00:22

3.3 Web Is Essential 03:11

3.4 Even the C-Level Uses the Web 01:00

3.5 C-Level Trusts Internet Above Work Contacts 01:39

3.6 Online Activities By Time 02:39

3.7 World Wide Advertising Revenue 00:52

3.8 User Attention Does Not Equal Advertising Spend 00:47

3.9 Consumers Are Now In Control 01:44

3.10 SEM Spend Projections 02:08

3.11 Moment of Decision 01:06

Lesson 4 - The Buying Cycle 17:52

4.1 Overview

4.2 Introduction 00:18

4.3 The Buying Cycle 02:41

4.4 Search Buying Cycle 02:41

4.5 Buying a New Book 03:10

4.6 Buying B2B Software 03:07

4.7 Ad Copy Writing 02:43

4.8 Landing Pages 00:50

4.9 Why is This So Important? 02:22

Lesson 5 - Quick Note on User Interfaces 02:06

5.1 Overview

5.2 Introduction 00:24

5.3 The UI Changes Often 01:42

Introduction to Keywords and Match Types

Lesson 1 - Introducing Keywords, Part 1: Keyword Basics & Keyword Organization 22:35

1.1 Overview

1.2 Introduction 00:26

1.3 Reminders 01:20

1.4 Search Query Intent 01:49

1.5 Search Sessions 01:18

1.6 Types of Keywords 01:39

1.7 Keyword Considerations 00:51

1.8 Do You Know Your Keywords? 01:56

1.9 Search Query Frequency & Length 00:44

1.10 Search Volume 01:29

1.11 Account Hierarchy 01:48

1.12 Defining Ad Groups 01:44

1.13 The "Two Word" Rule 02:56

1.14 Organizing Ad Groups 02:25

1.15 Post Launch Organization 02:10

Lesson 2 - Introducing Keywords, Part 2: The Long Tail & Keyword Discovery 16:20

2.1 Overview

2.2 Introduction 00:31

2.3 The Long Tail 01:16

2.4 Why Consider Long Tail? 02:34

2.5 Long Tail & Ecommerce 02:01

2.6 Long Tail Doesn't Always Work 01:50

2.7 Expand Keywords Appropriately 03:30

2.8 Example: Maternity Shirts 00:58

2.9 Finding Keywords 00:56

2.10 Recap 02:44

Lesson 3 - Understanding Match Types 21:18

3.1 Overview

3.2 Introduction 00:15

3.3 Reminders 00:32

3.4 Exact Match 01:36

3.5 Phrase Match 01:41

3.6 Broad Match 01:52

3.7 Modified Broad Match 02:19

3.8 Modified Broad Example: Cake 02:08

3.9 Modified Broad Example: Shoes 02:06

3.10 Match Type Organization 01:24

3.11 Which Match Types to Use? 03:10

3.12 Recap 04:15

Lesson 4 - Managing Search Queries & Negative Keywords 33:17

4.1 Overview

4.2 Introduction 00:21

4.3 Negative Keyword Overview 00:45

4.4 Negative Keyword Match Types 03:37

4.5 Negative Keyword and Account Structure 00:55

4.6 Campaign Level Negatives 04:38

4.7 Before Adding Negatives 01:41

4.8 Ad Group Level Negatives 02:09

4.9 Pivot Tables 02:12

4.10 Cost Data 01:36

4.11 Match Type Organization 03:58

4.12 Examining Query Data 01:56

4.13 Aggregate Match Type Data 01:26

4.14 Search Query Flow Chart 01:54

4.15 Other Notes on Negative Keywords 02:32

4.16 Recap 03:37

Lesson 5 - How to Add Keywords 16:40

5.1 Overview

5.2 Introduction 00:25

5.3 Bing Ads: Adding Keywords 03:27

5.4 Google AdWords: Adding Keywords 01:15

5.5 Bing Ads: Campaign Planner 01:27

5.6 Google AdWords: Keyword Planner 00:59

5.7 Page Spidering Option 02:52

5.8 Forecasting 02:59

5.9 Desktop Editors 01:33

5.10 Recap 01:43

Lessons

Quiz

Writing Effective Ad Copy and Introduction to Landing Pages

Lesson 1 - Creating Compelling Ad Copy, Part 1: Connecting Search Queries to Websites 32:13

1.1 Overview

1.2 Introduction 00:25

1.3 From Ad Copy to Websites 00:34

1.4 Searching for Answers 01:24

1.5 Unique Selling Proposition 01:01

1.6 Features Vs Benefits 02:22

1.7 The Buying Cycle 00:50

1.8 Instruct What to Do Next 01:59

1.9 Examine Search Results 05:30

1.10 Calls to Action Are Important! 02:59

1.11 Anatomy of Ad Copy 00:28

1.12 Headline 00:29

1.13 Description Line 1 01:30

1.14 Description Line 2 00:47

1.15 Display URL 02:46

1.16 Mobile Preference 02:22

1.17 A Place to Start 02:21

1.18 Ad Copy 02:33

1.19 Recap 01:53

Lesson 2 - Creating Compelling Ad Copy, Part 2: Trademarks and Dynamic Insertion 20:00

2.1 Overview

2.2 Introduction 00:06

2.3 Trademarks 01:46

2.4 Are You Infringing? 03:28

2.5 Submitting Trademarked Ads 01:58

2.6 Keyword Level Destination URLs 00:51

2.7 Microsoft adCenter & Facebook 01:22

2.8 Dynamic Keyword Insertion 01:42

2.9 How DKI Works 02:54

2.10 Formatting Determines the Case 02:30

2.11 Ad 00:32

2.12 DKI Will Not Magically Fix Everything 00:31

2.13 Where Should You Send Traffic? 02:20

Lesson 3 - Ad Extensions 21:35

3.1 Overview

3.2 Introduction 00:33

3.3 Ad Extension Overview 00:17

3.4 Location Extension 03:28

3.5 Call Extension 05:10

3.6 Social Extension 02:04

3.7 Sitelinks 04:39

3.8 App Extension 00:33

3.9 Review Extension 01:21

3.10 Ad Rank & Extensions 01:41

3.11 Recap 01:49

Lesson 4 - Landing Pages: Where to Send Your PPC Traffic 27:05

4.1 Overview

4.2 Introduction 00:31

4.3 Destination URLs 01:14

4.4 Google Analytics 00:30

4.5 What Visitors Think 04:56

4.6 Conventional Wisdom 02:19

4.7 Product Pages 00:42

4.8 Segmenting Users Until Action Occurs 01:03

4.9 Industry Does Not Matter 00:50

4.10 Segmentation Pages 01:04

4.11 You Should Not Search Again 00:52

4.12 Creating Dedicated PPC Landing Pages 00:35

4.13 Basic PPC Landing Page 01:14

4.14 Segmentation Pages 02:07

4.15 Reinforce Discount Codes 01:52

4.16 Reinforce Message 02:27

4.17 Not Perfection: Clear Information 02:28

4.18 Recognize the Buying Cycle Length 01:06

4.19 Conclusion 01:15

Lesson 5 - Ad Copy Testing 45:51

5.1 Overview

5.2 Introduction 00:22

5.3 Overview of Testing 01:17

5.4 Most Common Split Tests 01:49

5.5 How Long Do You Want to Test For? 01:15

5.6 How Much Traffic and Conversion? 01:13

5.7 Meet All 3 Requirements 00:53

5.8 Low Volume Accounts 01:19

5.9 Split Testing & Ad Optimization 01:16

5.10 Ad Copy Testing 02:05

5.11 Test Pricing 04:18

5.12 Discounts Chart 01:46

5.13 Calls to Action 04:21

5.14 Questions 02:35

5.15 Testimonials 01:16

5.16 Negative Information 01:33

5.17 Dynamic Keyword Insertion 00:25

5.18 Rich Media Ad Testing 03:09

5.19 Everything Done Correctly 01:25

5.20 Testing 01:03

5.21 Commercial vs. Non-Commercial 02:43

5.22 Testing Test Ads 00:56

5.23 Split Testing Ad Copy - Measuring Results 03:37

5.24 Use Analytics for Engagement Metrics 03:13

5.25 Recap 02:02

Lessons

Quiz

Campaign Settings

Lesson 1 - Account Settings and UI Walkthrough 29:31

1.1 Overview

1.2 Introduction 00:32

1.3 2 Types of Accounts 01:51

1.4 Access Levels 00:45

1.5 Single and Multiple Accounts 01:16

1.6 Campaign 01:47

1.7 General Campaign Settings 04:18

1.8 Scheduling Settings 03:34

1.9 All Online Campaigns 03:59

1.10 Placement Data 01:48

1.11 Customize 02:15

1.12 What You Want Your Account to Accomplish 01:31

1.13 Monitor Your Conversions 01:37

1.14 More Options 02:25

1.15 Microsoft adCenter 00:42

1.16 Conclusion 01:11

Lesson 2 - Campaign Settings, Part 1: Location and Language Targeting 36:09

2.1 Overview

2.2 Introduction 00:32

2.3 Location Targeting: The Technology 03:02

2.4 Location Targeting: The Implementation 03:16

2.5 Location Targeting Options: Advanced and Country 04:12

2.6 Location Targeting Options: Radius, Extension, Bulk Additions, and Excluding 04:06

2.7 Reaching Most People in Geography 04:09

2.8 Writing Local Ads 02:18

2.9 Location Targeting: Advanced Configuration 03:21

2.10 Geographic Targeting: Think Locally 02:23

2.11 Case Study: Cultural Differences Impact on CTR 02:50

2.12 AdWords Geographic Report 02:51

2.13 Google Trends 01:26

2.14 Conclusion 01:43

Lesson 3 - Campaign Settings, Part 2: Types, Budget, & Reach 21:12

3.1 Overview

3.2 Introduction 00:21

3.3 Campaign Types 02:59

3.4 Device Targeting 00:40

3.5 Manual CPC Bidding 00:52

3.6 Budget Optimizer & Enhanced Bidding 01:38

3.7 CPA Bidding & CPM 01:51

3.8 Daily Budget & Shared Budget 01:28

3.9 Delivery Method 01:21

3.10 Ad Scheduling 02:27

3.11 Ad Delivery 01:51

3.12 Ad Rotation Settings 02:40

3.13 Recap 03:04

Lessons

Quiz

Conversion Tracking, Bidding, and Reporting

Lesson 1 - Setting and Measuring Goals 20:13

1.1 Overview

1.2 Introduction 00:18

1.3 Setting Marketing Goals 01:28

1.4 Set Your Goals 02:39

1.5 Measuring Goals 01:49

1.6 Important Numbers 01:35

1.7 Tracking Goals 03:25

1.8 adCenter Conversion Tracking 01:13

1.9 Thank You Page Codes 02:50

1.10 Tracking Other Paid Search Sites 03:53

1.11 Conclusion 01:03

Lesson 2 - ROAS, Conversion, & Setting Initial Bids 30:58

2.1 Overview

2.2 Introduction 00:26

2.3 Examining the Metrics 03:35

2.4 Calculating Profit and ROAS 03:35

2.5 What Makes a Conversion? 01:25

2.6 Simple Email Capture 00:57

2.7 Simple/Complex Whitepaper Download 01:31

2.8 Lead Generation 01:11

2.9 Expensive/Low Cost Ecommence 01:07

2.10 Local Service Companies 01:36

2.11 Estimating Initial Conversion Rates 00:34

2.12 Affiliates 01:49

2.13 Ad Group & Keyword Bids 01:11

2.14 Calculating Initial Bids by ROAS 02:26

2.15 Revenue Per Click 00:54

2.16 Calculating Initial Bids by Revenue Per Click 02:30

2.17 Adwords Keyword Tool 02:11

2.18 AdWords Traffic Estimator 01:10

2.19 Recap 02:45

2.20 Thank You 00:05

Lesson 3 - Effective Bid Strategies, Part 1: Bidding Options 21:05

3.1 Overview

3.2 Introduction 00:17

3.3 Bidding Options 00:40

3.4 Max CPC Bidding 01:01

3.5 Budget Optimizer 01:36

3.6 What Is Your Keyword's Value? 01:14

3.7 PPC Account Structure 01:51

3.8 Set Interaction Goals Analytics 02:27

3.9 Enhanced CPC Bidding 04:02

3.10 CPA Bidding 03:10

3.11 Flexible Bidding 03:25

3.12 Bidding Comparison Chart 01:22

Lesson 4 - Effective Bid Strategies, Part 2: Setting Bids 22:18

4.1 Overview

4.2 Introduction 00:06

4.3 Bid Modifiers 04:10

4.4 Location Bid Modifiers 03:02

4.5 Ad Scheduling Bid Modifiers 02:06

4.6 Ad Scheduling: Advanced 02:52

4.7 Ad Scheduling: B2B Case 03:54

4.8 Device Bid Modifiers 03:10

4.9 Bidding Recap 02:54

4.10 Thank You 00:04

Lesson 5 - How to Extract Valuable Data 16:51

5.1 Overview

5.2 Introduction 00:36

5.3 Online Campaigns 02:27

5.4 Filters and Segments 02:58

5.5 Ad Groups Data 03:47

5.6 Dimensions Data 01:49

5.7 Geographic Data 01:06

5.8 Display Data 01:34

5.9 Recap 02:24

5.10 Thank You 00:10

Lessons

Quiz

The Content/Display Network

Lesson 1 - PPC: Introduction to Display Advertising 28:40

1.1 Overview

1.2 Introduction 00:22

1.3 Search Vs. Display 03:53

1.4 Smart Pricing 02:31

1.5 Campaign Settings and Bidding 01:29

1.6 Keywords for Display Targeting 04:10

1.7 Topic Targeting 01:34

1.8 Interest Targeting 01:44

1.9 Remarketing 02:54

1.10 Automatic Placements 01:08

1.11 Managed Placements 02:37

1.12 Buying Cycle Based upon Targeting Types 02:12

1.13 Flexible Targeting 00:59

1.14 Recap 03:02

1.15 Thank you 00:05

Lesson 2 - Advanced Display Targeting, Part 1: Advanced Targeting Options 20:16

2.1 Overview

2.2 Introduction 00:24

2.3 Basic Targeting 01:10

2.4 Flexible Reach 03:44

2.5 Good Combinations 06:46

2.6 Excluding Inventory 08:12

Lesson 3 - Advanced Display Targeting, Part 2: Taking Action 21:26

3.1 Overview

3.2 Introduction 00:23

3.3 Display Campaign Structure 02:51

3.4 A Simple Workflow 00:45

3.5 Using Google Analytics 02:27

3.6 Display Campaign Optimizer 03:29

3.7 Cost per Impression Bid Method 03:17

3.8 Getting Started 05:10

3.9 Every Campaign Setting Applies 01:38

3.10 Recap 01:26

Lesson 4 - Image and Video Ads 19:22

4.1 Overview

4.2 Introduction 00:30

4.3 Rich Media Ads 01:30

4.4 Image Ads 04:01

4.5 Creating Image Ads 05:13

4.6 Video Ads 03:17

4.7 Opening Images 01:52

4.8 Play Rates and Bidding 01:28

4.9 Recap 01:31

Lesson 5 - Remarketing 34:03

5.1 Overview

5.2 Introduction 00:24

5.3 Overview of Remarketing 01:09

5.4 Using Google Analytics for Remarketing 02:37

5.5 Using AdWords Script for Remarketing 03:37

5.6 Determining Lists 01:20

5.7 List Segmentation 06:29

5.8 Ecommerce Example 04:55

5.9 Creating Audiences in AdWords 01:37

5.10 The Ads & Landing Pages 03:46

5.11 Frequency Cap 01:08

5.12 Case Study for Segmentation 04:17

5.13 Recap 02:39

5.14 Thank You 00:05

Lessons

Quiz

Account Organization

Lesson 1 - Ad Group Organization 36:54

1.1 Overview

1.2 Introduction 00:18

1.3 Ad Group Organization Intro 01:22

1.4 Initial Keyword Research 02:02

1.5 Does Keyword Fit Both? 00:50

1.6 Ad Group Organization 01:07

1.7 Organization for Large Accounts 01:13

1.8 Include Your Brands 01:21

1.9 List Your Modifiers 01:08

1.10 Mix Keywords 00:54

1.11 Result: Lots of Keywords 02:57

1.12 Scaling Ad Copy 02:57

1.13 There are Tools 01:29

1.14 Large Accounts Landing Pages 03:00

1.15 Mobile Keyword Organization 02:20

1.16 Using Negatives for Organization 02:54

1.17 Organizing by Match Type 02:48

1.18 Restricting Match Types by Ad Group 03:31

1.19 Restricting Match Types by Campaigns 02:13

1.20 Recap 02:25

1.21 Thank You 00:05

Lesson 2 - Campaign Organization 29:54

2.1 Overview

2.2 Introduction 00:24

2.3 What Creates a Conversion 02:34

2.4 Goals and Budget 03:53

2.5 Getting Started with Campaigns 01:28

2.6 Geographic Campaigns 03:44

2.7 CPC vs. CPA Bidding 02:19

2.8 Mobile Campaigns 01:18

2.9 Mobile Bidding 02:14

2.10 Growing Campaign Complexity 01:05

2.11 Ad Scheduling 02:10

2.12 Organizing Around Budgets 01:40

2.13 Complex Organization 01:38

2.14 Think Through Complex Goals 02:45

2.15 Insights Drive Organization 00:51

2.16 Recap 01:44

2.17 Thank You 00:07

Lesson 3 - Working with Multiple Accounts 12:17

3.1 Overview

3.2 Introduction 00:24

3.3 My Client Center 02:21

3.4 MCC Access Levels 02:30

3.5 Manager Defined Spend 01:29

3.6 Adwords: Adwords Editor 01:16

3.7 AdWords: Bulk Editing 01:09

3.8 AdWords API 00:57

3.9 Recap 02:06

3.10 Thank You 00:05

Lessons

Quiz

Quality Score

Lesson 1 - Introduction to Quality Score 29:59

1.1 Overview

1.2 Introduction 00:25

1.3 Quality Score Overview 01:13

1.4 Ad Rank Background 01:17

1.5 Ad Rank Formula 02:58

1.6 Ad Rank Illustrated 05:09

1.7 Quality Score & Financials 01:47

1.8 Viewing Quality Score Data 00:39

1.9 Quality Score Factors 04:56

1.10 Landing Page Spiderability 04:26

1.11 Landing Page Relevance 01:04

1.12 Landing Page Transparency 01:39

1.13 Landing Page Navigation 01:15

1.14 Landing Page Load Time 01:23

1.15 Recap 01:48

Lesson 2 - Working with Quality Score: Part 1 19:33

2.1 Overview

2.2 Introduction 00:25

2.3 Quality Score Ranges 05:20

2.4 Diagnosing Where to Start 03:42

2.5 Increasing Quality Scores 01:49

2.6 Testing Ideas: Ad Type and Serve Rate 03:56

2.7 Testing Ideas: Device Type and Relevance 04:16

2.8 Thank You 00:05

Lesson 3 - Working with Quality Score: Part 2 24:57

3.1 Overview

3.2 Introduction 00:08

3.3 Landing Page Issues