Pay Per Click Marketing

GES 210 -- 150 hours

Course Outline

I. Pay Per Click Marketing 101
a. In Introduction to Pay Per Click Marketing
b. Pay Per Click Campaign Preparation
c. An Introduction to Google AdWords
d. How to Set Up and AdWords Account
e. An Introduction to Yahoo! Search Marketing
f. How to Set Up a Yahoo! Sponsored Search Account
g. Keyword Research for PPC Campaigns
h. Ad Copy Creation for PPC Campaigns
i. Landing Page Creation for PPC Campaigns
j. PPC Campaign Conversion & ROI Measurement

II. Pay Per Click Marketing 201
a. An Overview of PPC Marketing
b. Pay Per Click Search Engines
c. Key Elements of a Successful PPC Campaign
d. Building Effective PPC Ads
e. How to Structure Your PPC Campaign
f. Effective PPC Bidding Strategies
g. How to Create Killer Landing Pages
h. Tracking PPC Conversions
i. A/B Split Testing
j. How to Measure ROI on PPC

III. Keyword Research 101
a. An Introduction to Keyword Research
b. Keyword Research Basics
c. Campaign Requirements Gathering
d. Keyword Research Tools
e. Digging for Keywords
f. Narrowing Down Your Keyword Selections
g. Integrating Your Keywords
h. Using Keywords in PPC Campaigns
i. Tracking Your Keyword Traffic
j. Tweaking and Testing Your Keywords



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