PPC Practitioner Course

PPC Practitioner Course is a self-paced or 12-week coached PPC and adwords training course.

Features include:

• Training Plans:
  • Self-paced plan: $299 per month.
  • Coached course: $3,500 12-week course (includes 90 days coached training).
• Instant access.
• Web-based training.
• Online curriculum.
• Streaming video lessons.
• Live interactive webinars.
• Practical exercises let you try out what you're learning as you go.
• Regular quizzes let you test your growing knowledge.
• Cross training.
• "Ask the Experts" forums.
• Ask questions about courses or personal projects 24/7.
• Structured curriculum schedule.
• Faculty mentoring.
• Virtual office hours.
• Weekly telephone calls with faculty and other students.
• Tackle a final, real-world project.
• Get faculty guidance and grading.
• Certification recognized industrywide.
• Graduates qualify for OMCP certification.
• Maintain your knowledge with ongoing membership.
• Write, design and test better ads for more clicks.
• Use ad extensions to enhance Google campaigns.
• Manage your budget with smarter bidding strategies.
• Save time with AdWords Editor and Excel.
• Increase Quality Score for better ad positioning.
• Use LinkedIn and Facebook to generate more sales.
• SEO curriculum:
  • Introduction to PPC advertising:
    • The psychology of search.
    • The secrets of effective copy writing.
    • The correlation between user attention and advertising spend.
    • How a customer progresses through the buying funnel.
  • introduction to keywords and match types:
    • How to lay out a spreadsheet defining features and benefits.
    • How to craft the perfect headline.
    • The critical elements of your display URL.
    • How to create a keyword list from the perspective of the targeted persona's.
    • Effective keyword research tools and how to use them.
    • Why you need separate campaigns for search and content campaigns.
    • How to save time with AdWords editor.
    • How to harness the power of ad extensions.
  • Writing effective ad copy and intro to landing pages:
    • How to write compelling ad copy.
    • The difference between feature and benefit based ads.
    • How to take advantage of destination and display URLS.
    • How to check if you're infringing on any trademarks.
    • How to use the Google merchant center.
    • How to use call extensions.
    • How to create dedicated PPC landing pages.
    • How to segment your traffic to various landing pages.
  • Campaign settings:
    • What to consider when geographically targeting.
    • How to target based on language.
    • How to reach the most people within a geography.
    • The difference between search and display networks.
    • How to create campaigns for different devices.
    • How to create and effectively manage a daily budget.
  • Conversion tracking, bidding, and reporting:
    • How to effectively set and measure goals.
    • How to use PPC data to measure your company's objectives.
    • How to estimate initial conversion rates.
    • How to estimate your revenue per conversion.
    • How to optimize bidding options to your needs.
    • How to optimize your budget.
    • How to calculate the value of a click.
    • All of the different ways you can look at your data in AdWords.
  • The content/display network:
    • Which keywords to use in display network campaigns.
    • How your keywords should differ from search advertising campaigns.
    • Why rich media ads require standard ad copy.
    • How to measure results of CPM campaigns.
    • Best practices for enhanced campaigns.
    • How to run Placement Performance Reports.
    • Which sites to block from your placements.
  • Account organization:
    • How to organize ad groups by brand and intent.
    • Optimize your paid search by tightly theming your Ad Groups.
    • The secrets of managing complex campaign goals with a step-by-step guide to campaign structures.
    • How to clearly set and achieve your goals with campaign organization.
    • How the experts organize their campaigns.
  • Quality Score:
    • The three major factors that determine quality score.
    • What to do with a substandard landing page.
    • How improving your quality score can decrease the cost of your Ad Words campaigns.
    • Find the best places you can optimize for better quality score.
    • How to organize and maneuver through piles of data with ease.
    • How to research specific terms to use in your ad copy.
    • What you need to do for problem quality scores and sudden changes in quality score.
    • How to create an effective landing page that ensures a consistently high quality score.
  • Testing and advanced landing page strategy:
    • The best ways to test your ad copy.
    • How to run tests in a low volume account.
    • How to choose the right landing pages for each of your ad campaigns.
    • How to streamline your landing pages using page segmentation.
    • How AdWords Campaign Experiments (ACE) can be used to control risk.
    • How to define and analyze your experiments.
    • The importance of testing for impact, not variations.
    • 8 different button variables.
    • 7 variables for creating forms.
    • 30 key optimization factors broken into 4 main categories.
  • Tools and other networks:
    • How to maneuver through your data in Bing Ads.
    • The differences between Google AdWords and Bing Ads.
    • How to create large amounts of ads with little effort.
    • How to manage your campaigns more efficiently.
    • How to set up PPC campaigns in LinkedIn and Facebook.
    • The benefits of having a custom Facebook page.
    • How to determine your budgets and bids for your social media PPC campaigns.