Search Engine Marketing (PPC)

The Pay Per Click module demonstrates how to implement and manage search advertising campaigns. Lectures will cover the key concepts and terminology used within the field of PPC and will equip you with the technical understanding and skills to build and maintain an effective PPC strategy

Search Engine Marketing (PPC)

You will be able to analyse current Search Marketing activity and target your campaign to key audience groups in order to enhance and improve click-through rates. You will recognise the features of strong ad copy, and develop your skills in writing compelling ads. Learn how to set and manage budgets for Adwords campaigns, and measure and analyse their effectiveness by exporting detailed campaign management reports in order to see how they align with established baseline expectations. You will also be aware of relevant data protection and privacy issues associated with PPC.

Topics covered in the Pay Per Click Advertising Module include:

  1. Key PPC Concepts
  2. Strengths of Pay Per Click
  3. Keyword Research
  4. Google PPC
  5. Research Tools
  6. Search Campaign Process
  7. Keyword Selection
  8. Ad Copy
  9. Landing Page
  10. Targeting
  11. Budgets
  12. Scheduling
  13. Display Networks
  14. Ad Centre
  15. Campaign Management
  16. Conversion Tracking
  17. Conversion Metrics: CPA, CTR
  18. Bidding
  19. Analytics
  20. Laws & Guidelines

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