About the course
Overview
Pay per click (PPC) advertising campaigns are a great way to maximise website visibility on key search engines. But PPC markets are becoming increasingly competitive – you need an effective strategy or you’re throwing money (and traffic) away.
This PPC marketing course covers the essentials of successful paid search campaigns, exploring best-practice tools and techniques from writing copy, to bidding strategy, to effective analysis of competitors.
Program
Pay per click (PPC) advertising campaigns offer a flexible method of maximising your website’s visibility on popular search engines such as Google.
This course will show you how to evaluate and fine-tune your PPC strategy to improve click-through and conversion rates, as well as review and expand your search term sets to maximise performance. You’ll also learn how to effectively track results to maximise ROI through accurate measurement and analysis.
Who should attend?
This course is ideal for marketing professionals with a basic understanding of the fundamentals of PPC and are looking to get further involved.
How will I benefit?
Upon completion of this course, you will be able to:
- Refine your strategy so more leads turn into conversions
- Evaluate and analyse your key phrases to improve your copy
- Understand the importance of using landing pages in campaigns
- Use powerful bid management tools and reporting techniques to maximise ROI
What will I learn?
Positioning your creative
- Copywriting that will increase ad click-through rates
- When and how to use keyword insertion tools
- Approaches to testing creative
- Tactics to increase conversion rates, such as deep-linking landing pages
- Integration with promotions and offers
A PPC strategy that works
- Understanding the Google Quality Score
- Selecting the right bidding strategy, including effective use of automated cost per acquisition and ROI strategies
- Utilising day parting strategies
- Integrating your PPC with offline campaigns
- Identifying and dealing with click-fraud
Tracking and analysis
- The benefits of using industry leading tools
- Analysing the competitor landscape
- Analysing data and understanding latent sales
- Optimising search terms sets
Trainers
Firas Wahida
PPC Director, bigmouthmedia
Firas joined bigmouthmedia in 2010 and has already proven to be a rising star within the team. A self confessed lover of analytics and a good Excel formula, Firas works on major retail and travel sector clients. Firas also divides his time in order to assist with PPC consultancy pieces within the business, both in training and external account audits and consultation.
Prior to joining bigmouthmedia, Firas worked at Steak as a search specialist, working on key campaigns as well as playing a key part in developing the efficiency of internal processes.
Sandra D’Onofrio
Head of PPC, bigmouthmedia UK
Sandra manages the PPC account management team at bigmouthmedia and is responsible for the ongoing development of quality and delivery of the PPC service. A polyglot with in-depth PPC expertise as well as excellent organisational skills, Sandra is also heavily involved with some of the agency’s major and most complex PPC campaigns, covering multiple languages and territories.
Prior to joining bigmouthmedia, Sandra worked at Netizen Digital, managing accounts focusing on PPC across the travel vertical, and at Greenlight, initially on translation projects across Europe and later as a PPC analyst for major brands.
Inquiries
, 0207 269 1470
Our PPC Strategy for Managers takes a holistic look at pay per click strategy, for those that don't necessarily run a PPC campaign hands-on, but need to understand this valuable area of digital marketing. You will spend time learning the theory, tools and techniques behind PPC, and review your organisations’ campaigns.
If you’re looking to cover a wide range of digital marketing and e-commerce staples, including PPC Marketing – our Fast Track Digital Marketing two-day course is the ideal first step.
Finally, we also run Graduate Certificates for more intensive, and academically accredited courses over 12-15 weeks, starting 2nd May 2012. These include Search Engine Optimization, and Analytics and Optimization.
