Pay Per Click (PPC)

About the certification

Pay Per Click (PPC) is an effective internet advertising model which helps in gaining traffic on the website. Publisher generates monetary benefits only when the advertisement is clicked. ITlearn360 Advanced Pay Per Click program trains professionals in the fields of PPC and paid search. In the digital world, a PPC-certified professional is proficient to display influential campaigns to target an audience based on expressed interests and demonstrated search history.

Who is the target audience?

Have learning and proficiency in different form of Pay Per Click advertising.
Be informed with the auction model, ranking algorithms, and post-click activity.
Comprehend the differences between various search engines and how each one can affect a campaign.
Be able to assess the market shared by the search engines.
Analyze past and future Pay Per Click trends.
Define, measure, and compare keywords and choose the best to fit the advertising model.
Have a solid understanding of campaign settings, how to structure a campaign, and pricing models.
Have proficiency in composing your own ads, developing landing pages, and using ad groups.
Survey the market trends to decipher which PPC campaign works for other advertisers.
Track clicks and the return on investment to determine success for each campaign.

What are the requirements?

Marketing Managers
Digital Marketing Executives
Marketing and Sales professionals are best suited but everyone can choose this course.

What I am going to get from this course

You will get the knowledge of Keyword Planner.
Google AdWords.

Curriculum

Module 1: Writing Effective Ad Copy and Introduction to Landing Pages

1.1 Overview
1.2 Introduction
1.3 From Ad Copy to Websites
1.4 Searching for Answer
1.5 Unique Selling Proposition
1.6 Features Vs Benefits
1.7 The Buying Cycle
1.8 Instruct What to Do Next
1.9 Examine Search Results
1.10 Calls to Action Are Important!
1.11 Anatomy of Ad Copy
1.12 Headline
1.13 Description Line
1.14 Display UR
1.15 Mobile Preference
1.16 A Place to Start
1.17 Ad Copy
1.18 Recap

Module 2: Campaign Settings Overview

2.1 Introduction
2.2 Types of Accounts
2.3 Access Level
2.4 Single and Multiple Account
2.5 Campaign
2.6 General Campaign Setting
2.7 Scheduling Settings
2.8 All Online Campaign
2.9 Placement Data
2.10 Customize
2.11 What You Want Your Account to Accomplish
2.12 Monitor Your Conversions
2.13 More Options
2.14 Microsoft adCenter
2.15 Conclusion

Module 3: Conversion Tracking, Bidding, and Reporting

3.1 Overview
3.2 Introduction
3.3 Setting Marketing Goals
3.4 Set Your Goals
3.5 Measuring Goals
3.6 Important Numbers
3.7 Tracking Goals
3.8 adCenter Conversion Tracking
3.9 Thank You Page Codes
3.10 Tracking Other Paid Search Sites
3.11 Conclusion

Module 5: Account Organization

5.1 Overview
5.2 Introduction
5.3 Ad Groups Organization Intrn
5.4 Initial Keyword Research
5.5 Does Keyword Fit Boths
5.6 Ad Group Organization
5.7 Organization for Large Account
5.8 Include Your Brand
5.9 List Your Modifiers
5.10 Mix Keywords
5.11 Result: Lots of Keywords
5.12 Scaling Ad Copy
5.13 There are Tools
5.14 Large Accounts Landing Pages
5.15 Mobile Keyword Organization
5.16 Using Negatives for Organization
5.17 Organizing by Match Type
5.18 Restricting Match Types by Ad Group
5.19 Restricting Match Types by Campaigns

Module 6: Quality Score

6.1 Overview
6.2 Introduction
6.3 Quality Score Overview
6.4 Ad Rank Background
6.5 Ad Rank Formula
6.6 Ad Rank Illustrates
6.7 Quality Score & Financial
6.8 Viewing Quality Score Data
6.9 Quality Score Factors
6.10 Landing Page Spiderability
6.11 Landing Page Relevance
6.12 Landing Page Transparency
6.13 Landing Page Navigation
6.14 Landing Page Load Time

Module 7: Creating Your Account Strategy and Launching and Monitoring Accounts

7.1 Overview
7.2 Introduction
7.3 Planning the Account
7.4 Researching for the Account
7.5 Determine the Basics of the Account
7.6 Creating the Account
7.7 Finishing Keyword Research
7.8 The Double Check Before Launch
7.9 Launching the Account
7.10 Optimizing the Account
7.11 Examine Ad & Landing Page Tests
7.12 Bid Modifiers

Module 8: Testing and Advanced Landing Page Strategy

8.1 Overview
8.2 Introduction
8.3 Where to Send Traffic
8.4 Informational Queries
8.5 Local Business Queries
8.6 Narrow Theme Site
8.7 Ambiguous Queries
8.8 Product Queries
8.9 Brand Searches
8.10 Thank You Pages
8.11 Test Homepages
8.12 Testing Category & Conversion Pages
8.13 Segmentation Pages
8.14 Video Testing
8.15 Two Ways to Test Pages
8.16 Don't Design by Committee
8.17 Recap

Module 9: Tools and Other Networks

9.1 Overview
9.2 Introduction
9.3 Intro to AdWords Editor
9.4 AdWords Accounts
9.5 Leaving Comments in the Editor
9.6 Making Mass Changes to Bids
9.7 Creating Ad Copy
9.8 Apply the Template
9.9 Checking for Max Number of Characters
9.10 Uploading From the Editor
9.11 Exporting Accounts

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