Pay-per-click and Google Adwords

Many searches for information about products and buying decisions begin with searches on one of the major engines: Google, Yahoo! or Live Search. Achieving a position at or near the top of the ‘organic’ rankings can take time and often requires a large investment of time and energy.

Pay-per-click (PPC) can bring profitable results much more quickly by providing an instant source of targeted traffic, who are in active buying mode. The results of PPC marketing can be measured extremely accurately, so a business is always in control of its budget and can refine the campaign to ensure a good return-on-investment.

• It’s very easy to set-up a PPC campaign – especially on Google – but also easy to waste money if it’s not set up in the right way. This one-day course will teach you how to:
• Understand Search Engine results pages
• Increase sales and profit instantly with pay-per-click
• Build campaigns the right way, which will drive sales and enquiries to your business profitably
• Use Google AdWords and Google Analytics
• The course provides an introduction to pay-per-click marketing and web analytics, focusing mainly on Google AdWords and Google Analytics, but also touching on Microsoft AdCenter and Yahoo! Search Marketing.

Course outline:

Day 1

Lesson 1

Understanding search engine results pages (SERPs) - organic / sponsored links

Lesson 2

Where PPC fits with other online marketing activities (search engine optimisation, social media, email, blogging, etc)

Lesson 3

PPC campaign structure (campaigns, ad groups, keywords)

Lesson 4

Keyword matching options (broad, phrase, exact, negative)

Lesson 5

Advert options (text, display, video, local)

Lesson 6

Advert placement (search network / content network)

Lesson 7

Keyword and competitor research

Lesson 8

Google AdWords Quality Score - its impact on the auction

Lesson 9

AdWords Policies (trademark / acceptable use / prohibited items)

Lesson 10

Conversion tracking

Lesson 11

Tracking and improving performance - traffic vs conversions

Lesson 12

Tools (AdWords Editor)

Lesson 13

Google Analytics (installing tracking code / understanding results / tracking exact keywords)