| Date | September 13 2012 (9:30am – 4:30pm) |
|---|---|
| Venue | Hotel Pullman, London, United Kingdom |
| Trainers | Emily Hope and Richard Tank |
| Duration | 1 day |
| Cost | $800.00 |
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
Emily Hope
PPC Team Leader, LBi
Emily has worked at LBi, London, since May 2010, and is now a PPC Team Leader. She previously worked at unique digital, and has a degree in zoology.
Richard Tank
PPC Account Manager, LBi
During my PPC career I have worked in a wide range of sectors from travel to recruitment, however my favourite is the fast paced retail sector. I enjoy all parts of working in PPC, especially when there are new developments or technical challenges. I currently work on some fantastic clients, including Play.com and Dyson.
Venue
Hotel Pullman
Located next to The British Library, a short distance from London Euston and London Kings Cross stations. The signage on the hotel facade says 'Pullman'.
Inquiries
; 0207 269 1470
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.
