Course description
Pay per Click
Structure and manage PPC campaigns to increase the number of high-quality visitors to your website. Learn how to develop PPC campaigns that increase clicks and reduce costs. Understand effective retargeting and set key performance indicators that boost your PPC performance.
You will learn to:
- Understand the role of Pay per Click in the search marketing landscape
- Develop and implement PPC campaigns that increase high quality clicks and raise Quality Scores
- Craft highly effective PPC ads that encourage click-throughs while continuously testing
- Develop a bid management strategy to maximise high quality visitors and minimise costs
- Identify, measure and act upon the KPIs that will help you boost your PPC performance
Suitability - Who should attend?
The Pay Per Click (PPC) course is designed for all marketers involved in PPC campaigns who want to get the very best results for their search engine marketing budget.
Previous delegates include:
- Senior Marketing Executive (M&G Limited)
- Marketing Analyst (A J Bell)
- Marketing Manager (The Co-operative Legal Services)
- Advertising and Brand Manager (London South Bank University)
Understand and apply the principles of PPC in this 1-day course featuring a mixture of theory and practice.
Training Course Content
An introduction to PPC
- Introduction to search marketing (basics)
- How it works: Pay Per Click Advertising
- The evolving search engine landscape
Keyword research
- Keyphrase analysis: its role in search marketing
- Keyphrase development: first steps
- Keyphrase development: adding sophistication
Adwords
- Paid search
- Leveraging relevance
- Account structure
- Basic campaign targeting
Advanced PPC marketing
- Enhanced campaign techniques
- Keywords and ads
- Best practices: ads
- Paid Search: bidding and budgeting
Retargeting
- Search retargeting basics
- The seven types of effective retargeting
Setting objectives: selecting metrics
- Setting search marketing objectives
- Creating meaningful reports
Course delivery details
Virtual Classroom: Tutor-led, live, online classroom environments
The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.
The IDM’s Virtual Classroom offers:
- An interactive classroom environment
- Peer-to-peer collaboration
- An engaging platform experience
- Practical learning through hands-on exercises
- Online access anywhere you can get an internet connection
Courses are structured in a time-friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.
Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.
Why choose Institute of Data & Marketing
Over 30 years experience as a leading awarding body for qualifications in data & digital marketing
Over 100,000 people have attended our courses
Over 15,000 marketers have earned a professional certification with us
Expenses
Members: £400 + VAT
Non-members: £450 + VAT
About provider
Institute of Data and Marketing
IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...
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Contact info
Institute of Data & Marketing
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