Pay Per Click Marketing GES 210 » 150 hours

Pay-Per-Click (PPC)Marketing is a sub-set of search engine marketing that promotes a Web site by paying for the extra exposure. Samples include click-on advertisements that display in response to keyword searches and having your site listed above search results, under the heading "sponsored results" or "featured listings."

A job in this industry can be unbelievably lucrative. As noted by Jennifer Laycock of Search Engine Guide, "There are quite literally more jobs than there are skilled marketers, and salaries can skyrocket to almost embarrassing levels."

This extreme demand means search engine marketers can pick and choose their jobs and clients. The more skilled marketers are head-hunted regularly. Experts in select specialties like pay-per-click advertising are currently enjoying even higher demand than usual, as advertisers out-bid each other to have their site shown for popular keyword searches on Google, Yahoo!, and MSN.

Job candidates who are certified in pay-per-click marketing may well have an edge over their fellow applicants. The Pay-Per-Click Marketing Online Training Program is designed to help you jump-start your career path in the fast-paced search-engine industry.

The Pay-Per-Click Marketing program consists of three modules:

1. Pay-Per-Click Marketing 101
2. Pay-Per-Click Marketing 201 
3. Keyword Research 101

Pay-Per-Click Marketing 101 will give you the knowledge necessary to set up, monitor, and maintain a successful campaign to promote a Web site on pay-per-click search engines and their network of partner sites. You'll learn the step-by-step process of setting up a PPC campaign from scratch on the two most popular services, Google AdWords and Yahoo! Search Marketing.

Pay-Per-Click Marketing 201 will take your knowledge of PPC to the next level by teaching you how to improve the return on investment of your PPC campaigns. You'll learn how to improve your ad click-through and conversion rates, create effective landing pages, measure campaign effectiveness, conduct split testing, and tweak your campaigns for better performance.

Keyword Research 101 will teach you the process to come up with appropriate keywords and phrases to target in search engines, whether through search engine optimization methods or pay-per-click advertising. Learn to select keywords that are geared specifically toward your particular niche markets and that bring you a substantial amount of site traffic. You'll also discover how to integrate these search terms throughout your site without compromising search engine compatibility.

Upon registering, you're given an initial twelve months to complete this program.  Should you need more time beyond the twelve months, an extension may be available.  Extensions are done on a case-by-case basis.