Paid Search (PPC) eLearning Bundle Course

Course Overview

This eLearning bundle consists of these three courses:

  • Online Marketing 101
  • Pay Per Click (PPC) Foundations
  • Paid Search (PPC)

Course Topics

Online Marketing 101 – 1:30 hours

You’ve heard of businesses making it big online, and others not making it at all – and the difference is whether or not they can master online marketing techniques.

Whether You’re Just Getting Started, Or Trying To Generate Better Results From Your Current Online Marketing Strategies – This Course Is A “How To” For Anyone Wanting To Generate More Profits Online.

If You’re Just Starting Out, Or If You Need To Drive In Better Results With Your Marketing Budget – This Course Will Help You Design And Implement Your Effective Strategy.

Course Outline:
Introduction to Online Marketing
Search Engine Optimization (SEO)
White Hat vs Black Hat
Pay-Per-Click (PPC)
Social Media, Part 1
Social Media, Part 2
Email Marketing
Planning Your Online Marketing Strategy

Pay Per Click (PPC) Foundations Course – 2:00 hours

Pay per click is an internet marketing model used on websites in which advertisers pay their hosts only when their ad is clicked. It also focuses on optimizing ad spends and maximizing Click-through rate (CTR) and conversion.

The Pay per click (PPC) Foundation Course from Simplilearn trains participants in the online marketing discipline of PPC and Paid Search. This course imparts an in-depth knowledge about the PPC advertising like campaign setup, campaign economics, landing pages, managing campaigns, and other PPC concepts.

Course Objectives:

The PPC Foundation training is designed to impart the essential knowledge of PPC techniques and strategies. By the end of PPC Foundations course, participants will gain in-depth knowledge of:

PPC Auction/Bidding Method
Targeting Options in PPC
Keywords analysis and tracking
Writing Effective Ad Copy & Ad Extensions
Evaluating and fine-tuning PPC strategy
Conversion tracking, bidding, and reporting
Quality Score
Integration of PPC with other online marketing methods/channels

Who should take this course?
The PPC Foundation course is best suited for aspirants who wish to begin their career in PPC and Paid Search. However, the course is ideal for:

Business owners/ Entrepreneurs
Online Marketers
Marketing Professionals
Social Media managers
Fresh graduates

Course Outline:

Lesson 0: Introduction to Pay Per Click
Course Introduction What is PPC?
PPC Ads Search Volume
PPC Reaches Beyond Search Reach of PPC
Personalization Ads and Targeting Auction-based System
Targeting Capabilities PPC for E-commerce PPC for Lead Generation
PPC For Local Companies PPC Ads for B2B
PPC Ads for Informational Queries Using PPC for Branding
PPC Goals The PPCCycle AskYourself
PPC Advantage: Inventory
PPC Advantage: Data Transparency
PPC Advantage: Reaching Users throughout the Buying Funnel Reach, Relevance, and ROI
Level Playing Field of Competition Key Takeaways

Lesson 1 – Psychology of Search
Objective of Search
People are concept thinkers Interaction with Search Results Landing Page
Search Marketing is Not Interruptive
Refine Your Audience
Write Ads Relevant to theSearcher Choose the Correct Landing Page TrackConversions
Successful SEM – AligningGoals AlwaysRemember
Key Takeaways

Lesson 2 – Account Hierarchy
Account Hierarchy
Account Settings Campaign Settings Campaign Examples Ad Group
Ad Group Organization
Settings are inherited downwards Key Takeaways

Lesson 3 – Search Ads and Keyword Targeting
Ad Fundamentals—Purpose of an Ad Ad Goals
Ad Group—Example
Ad groups & ad relevance Ad Organization— Example
Creating Compelling Ads: Features vs Benefits Creating Compelling Ads: Calls-to-Action Unique Selling Proposition
Ad components
Creating Compelling Ads Final URL
Ad Testing Ad Preview
Ad Extensions
Ad Extension Usage
Search Queries and Keywords Search Intent
Search Intent Type of Keywords
Type of Keywords – Who, What, Why, and How Think About the Searcher
Understand Your Demographics Search Queries by Keyword B2B vs. B2C Keywords
Ad Groups Organization Match types
Match TypeExamples
Best Uses for Each MatchType Negative keyword Examples How to FindKeywords
Key Takeaways

Lesson 4 – Increasing Reach With Display Network
The Display Network
Search versus display network Targeting Options
Display Follows Campaign Settings
Contextual Targeting Placement targeting Layering Targeting Audience targeting Responsive Ads Image Ads
Specialty Ad Formats Ad Creation Tips
Key Takeaways

Lesson 5: Reaching Target Audiences
Who is the audience? Audience Data Sources
Problem with Most Conversion Rate Analysis Customer Touch Points Over Time
User Behavior Studies Remarketing for Display Ads Remarketing Lists for Search Ads RLSA Stats
Customer Match
Expanding Your Audience Reach Filtering Users by Characteristics Segmenting Your Website
Email Segmentation Key Takeaways

Lesson 6: The Buying Funnel
Structure of a Buying Funnel
Advantages of Using the Buying Funnel in Marketing Buying Funnel for Inexpensive Products
B2C Buying Funnel for Expensive Products Long B2B Buying Funnel
Search Sessions
Search Keywords Throughout the Buying Funnel Keywords Throughout The Buying Funnel—Example Consider the User’s Information to Purchase Journey Ads throughout the Buying Funnel
Landing Pages throughout the Buying Funnel
Landing Pages throughout the Buying Funnel—Example
Paid Search Channels to Leverage throughout the Buying Funnel Key Takeaways

Lesson 7: The Paid Search Auction
Ad Position Ad Rank
Ad Rank in Action Maximum CPC Actual CPC
Bid Methods Why Ad Rank
Need for Ad Rank Need for Ad Rank What is Quality Score? What is Quality Score?
Improving Quality Score vs RaisingBids Quality Score versus Ads Quality Quality Score is Not aKPI
Conversion Tracking Key Takeaways

Lesson 8: Setting and Measuring Marketing Goals
How does your company make money? Set Marketing Goals
Measuring in Google Analytics Conversion Tracking from Engines Third-party Tools
PPC Metrics
Numbers to Obsess Over Measure & Connect the Systems Bid Methods
AdWords Bid Options Bid Modifiers
Bidding to Goals The Bidding Cycle
What is a click worth? Attribution
Attribution Models Key Takeaways

Lesson 9: How PPC Fits into the Digital Strategy
Customer Acquisition Via Digital Channels PPC and Email
PPC and Social Marketing
PPC and ConversionOptimization PPC andAnalytics
PPC and Branding
PPC Management in Small Companies
PPC Management in Medium-sized Companies
PPC Management in Enterprise Companies Account Audits
Increasing Visibility IncreasingVisibility
The Quick OrganizationAudit Digging forOutliers
Trended Data
PPC Leverages Big Data and Automation Automation vs Machine Learning
PPC Leverages Machine Learning Future of PPC
Key Takeaways

Paid Search (PPC) – 4:00 hours

Paid Search advertising, also called pay-per-click (PPC), is used to pay for traffic to visit a website. In this course, learners will explore search marketing, the search process, and the buying cycle. Also included is how to set up a successful PPC account, how to set and measure goals, and how to optimize keyword usage using a variety of strategies. Learners will then examine components of effective ads and landing pages, how to optimize ad targeting, and when to use search or display advertising. The course then delves into research and analysis considerations, such as report creation, improving quality score, and using A/B and multivariate ad testing. Course material is presented through the use of text, videos, games, and other engaging content.

Course Outline:
Explain the purpose of paid search (pay-per-click) advertising
Define search marketing, search engine marketing (SEM), and search engine optimization (SEO)
Describe the search process and the search buying cycle
Demonstrate how to set PPC account goals and measure them
Explain how to build a PPC account and estimate conversion rates
Understand and set bids
Conduct an audit of a PPC account
Describe different types of keyword searches
Explain how to use keyword planners and other tools
Describe how to use keyword matching and negative keywords
Describe the benefits of paid search (pay-per-click) and the parts of an ad
Explain how dynamic keywords and different ad extensions are beneficial
Relate how a marketer can segment B2B and B2C searchers
Describe the difference between mobile and desktop ads and landing pages
Explain how to optimize a landing page
Understand the difference between search and display advertising
Describe display ad formats and the importance of contextual advertising
Identify components of an effective paid search report
Describe the pros and cons of A/B versus multivariate testing
Explain how to manage the PPC channel and why editors are useful