Pay Per Click Marketing GES 210 » 150 hours

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  1. Pay-Per-Click Marketing 101
    1. Introduction to Pay-Per-Click Marketing
    2. Pay-Per-Click Campaign Preparation
    3. An Introduction to Google AdWords
    4. How to Set Up an AdWords Account
    5. An Introduction to Yahoo! Search Marketing
    6. How to Set Up a Yahoo! Sponsored Search Account
    7. Keyword Research for PPC Campaigns*
    8. Ad Copy Creation for PPC Campaigns
    9. Landing Page Creation for PPC Campaigns
    10. PPC Campaign Conversion and ROI Measurement
  2. Pay-Per-Click Marketing 201
    1. Overview of PPC Marketing
    2. Pay-Per-Click Search Engines
    3. Key Elements of a Successful PPC Campaign
    4. Building Effective PPC Ads
    5. How to Structure Your PPC Campaign
    6. Effective PPC Bidding Strategies
    7. How to Create Killer Landing Pages
    8. Tracking PPC Conversions
    9. A/B Split Testing
    10. How to Measure ROI on PPC
  3. Keyword Research 101
    1. Introduction to Keyword Research
    2. Keyword Research Basics
    3. Campaign Requirements
    4. Keyword Research Tools
    5. Digging for Keywords
    6. Narrowing Down Your Keyword Selections
    7. Integrating Your Keywords
    8. Using Keywords in PPC Campaigns
    9. Tracking Your Keyword Traffic
    10. Tweaking and Testing Your Keywords

*Please note the PPC Pathway consists of three individual courses:  PPC101, PPC201, and an elective of the student's choice.  The Keyword Research 101 course is NOT a compulsory elective for PPC Pathway. 

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