Module 3: 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.
You will understand the fundamentals of search engine marketing and appreciate the mechanics of how PPC systems function. Students will develop advanced keyword research and selection skills and learn how to apply these to Adwords campaigns.
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:
• Strengths of Pay Per
• Keyword research
• Ad Centre
• Research Tools
• Search Campaign Process
• Keyword Selection
• Ad Copy
• Landing Pages
• Targeting
• Scheduling
• Display Networks
• Ad Centre
• Campaign Management
• Conversion Tracking
• Conversion Metrics: CPA, CTR
• Bidding
• Analytics
• Laws & Guidelines
You can build more powerful business sales strategies than you think.