Google AdWords (PPC) – Google’s powerful pay per click (PPC) marketing tool - can be a great way of attracting traffic to your website. AdWords is quick to set up: you can have a campaign live within minutes and it delivers targeted traffic from the outset. But, it’s not always easy to use, particularly if you’re new to PPC.
Leave a campaign to progress on its own, unchanged and unguided, and it could cost you a fortune -with no revenue to show for your efforts!
INTRODUCTION TO PPC ADVERTISING
You will learn:
The psychology of search.
The secrets of effective copy writing.
The correlation between user attention and advertising spend.
How a customer progresses through the buying funnel.
INTRODUCTION TO KEYWORDS & MATCH TYPES
You will learn:
How to lay out a spreadsheet defining features and benefits.
How to craft the perfect headline.
The critical elements of your display URL.
How to create a keyword list from the perspective of the targeted personas.
Effective keyword research tools and how to use them.
Why you need separate campaigns for search and content campaigns.
How to save time with AdWords Editor.
How to harness the power of ad extensions.
WRITING EFFECTIVE AD COPY & INTRO TO LANDING PAGES
You will learn:
How to write compelling ad copy.
The difference between feature and benefit based ads.
How to take advantage of destination and display URLS.
How to check if you're infringing on any trademarks.
How to use the Google merchant center.
How to use call extensions.
How to create dedicated PPC landing pages.
How to segment your traffic to various landing pages.
CAMPAIGN SETTINGS
You will learn:
What to consider when geographically targeting.
How to target based on language.
How to reach the most people within a geography.
The difference between Search and Display networks.
How to create campaigns for different devices
How to create and effectively manage a daily budget
CONVERSION TRACKING, BIDDING, & REPORTING
You will learn:
How to effectively set and measure goals.
How to use PPC data to measure your company's objectives.
How to estimate initial conversion rates.
How to estimate your revenue per conversion.
How to optimize bidding options to your needs.
How to optimize your budget
How to calculate the value of a click
All of the different ways you can look at your data in AdWords
THE CONTENT/DISPLAY NETWORK
You will learn:
Which keywords to use in display network campaigns.
How your keywords should differ from search advertising campaigns.
Why rich media ads require standard ad copy.
How to measure results of CPM campaigns.
Best practices for enhanced campaigns.
How to run Placement Performance Reports.
Which sites to block from your placements.
ACCOUNT ORGANIZATION
You will learn:
How to organize ad groups by brand and intent.
Optimize your paid search by tightly theming your Ad Groups.
The secrets of managing complex campaign goals with a step-by-step guide to campaign structures.
How to clearly set and achieve your goals with campaign organization.
How the experts organize their campaigns.
QUALITY SCORE
You will learn:
The three major factors that determine quality score.
What to do with a substandard landing page.
How improving your quality score can decrease the cost of your Ad Words campaigns.
Find the best places you can optimize for better quality score.
How to organize and maneuver through piles of data with ease.
How to research specific terms to use in your ad copy.
What you need to do for problem quality scores and sudden changes in quality score.
How to create an effective landing page that ensures a consistently high quality score.
TESTING & ADVANCED LANDING PAGE STRATEGY
You will learn:
The best ways to test your ad copy.
How to run tests in a low volume account.
How to choose the right landing pages for each of your ad campaigns.
How to streamline your landing pages using page segmentation.
How Adwords Campaign Experiments (ACE) can be used to control risk.
How to define and analyze your experiments.
The importance of testing for impact, not variations.
8 different button variables.
7 variables for creating forms.
30 key optimization factors broken into 4 main categories.
TOOLS & OTHER NETWORKS
You will learn:
How to maneuver through your data in adCenter.
The differences between AdWords and adCenter.
How to create large amounts of ads with little effort.
How to manage your campaigns more efficiently.
How to set up PPC campaigns in LinkedIn and Facebook.
The benefits of having a custom Facebook page.
How to determine your budgets and bids for your social media PPC campaigns
Leave a campaign to progress on its own, unchanged and unguided, and it could cost you a fortune -with no revenue to show for your efforts!
INTRODUCTION TO PPC ADVERTISING
You will learn:
The psychology of search.
The secrets of effective copy writing.
The correlation between user attention and advertising spend.
How a customer progresses through the buying funnel.
INTRODUCTION TO KEYWORDS & MATCH TYPES
You will learn:
How to lay out a spreadsheet defining features and benefits.
How to craft the perfect headline.
The critical elements of your display URL.
How to create a keyword list from the perspective of the targeted personas.
Effective keyword research tools and how to use them.
Why you need separate campaigns for search and content campaigns.
How to save time with AdWords Editor.
How to harness the power of ad extensions.
WRITING EFFECTIVE AD COPY & INTRO TO LANDING PAGES
You will learn:
How to write compelling ad copy.
The difference between feature and benefit based ads.
How to take advantage of destination and display URLS.
How to check if you're infringing on any trademarks.
How to use the Google merchant center.
How to use call extensions.
How to create dedicated PPC landing pages.
How to segment your traffic to various landing pages.
CAMPAIGN SETTINGS
You will learn:
What to consider when geographically targeting.
How to target based on language.
How to reach the most people within a geography.
The difference between Search and Display networks.
How to create campaigns for different devices
How to create and effectively manage a daily budget
CONVERSION TRACKING, BIDDING, & REPORTING
You will learn:
How to effectively set and measure goals.
How to use PPC data to measure your company's objectives.
How to estimate initial conversion rates.
How to estimate your revenue per conversion.
How to optimize bidding options to your needs.
How to optimize your budget
How to calculate the value of a click
All of the different ways you can look at your data in AdWords
THE CONTENT/DISPLAY NETWORK
You will learn:
Which keywords to use in display network campaigns.
How your keywords should differ from search advertising campaigns.
Why rich media ads require standard ad copy.
How to measure results of CPM campaigns.
Best practices for enhanced campaigns.
How to run Placement Performance Reports.
Which sites to block from your placements.
ACCOUNT ORGANIZATION
You will learn:
How to organize ad groups by brand and intent.
Optimize your paid search by tightly theming your Ad Groups.
The secrets of managing complex campaign goals with a step-by-step guide to campaign structures.
How to clearly set and achieve your goals with campaign organization.
How the experts organize their campaigns.
QUALITY SCORE
You will learn:
The three major factors that determine quality score.
What to do with a substandard landing page.
How improving your quality score can decrease the cost of your Ad Words campaigns.
Find the best places you can optimize for better quality score.
How to organize and maneuver through piles of data with ease.
How to research specific terms to use in your ad copy.
What you need to do for problem quality scores and sudden changes in quality score.
How to create an effective landing page that ensures a consistently high quality score.
TESTING & ADVANCED LANDING PAGE STRATEGY
You will learn:
The best ways to test your ad copy.
How to run tests in a low volume account.
How to choose the right landing pages for each of your ad campaigns.
How to streamline your landing pages using page segmentation.
How Adwords Campaign Experiments (ACE) can be used to control risk.
How to define and analyze your experiments.
The importance of testing for impact, not variations.
8 different button variables.
7 variables for creating forms.
30 key optimization factors broken into 4 main categories.
TOOLS & OTHER NETWORKS
You will learn:
How to maneuver through your data in adCenter.
The differences between AdWords and adCenter.
How to create large amounts of ads with little effort.
How to manage your campaigns more efficiently.
How to set up PPC campaigns in LinkedIn and Facebook.
The benefits of having a custom Facebook page.
How to determine your budgets and bids for your social media PPC campaigns
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