About the course
Overview
A strategic alternative to our PPC - Getting to Grips with AdWords course, this workshop takes a more in-depth look at PPC strategy, examining emerging technologies and techniques to help improve return on investment.
A range of exercises will help you to understand the implementation of these techniques, as well as time reviewing your organisation's campaigns. This course takes a holistic look at pay per click strategy, for those that don't have hands on experience of PPC, but for whom PPC is part of their media plan.
Program
This workshop takes an in-depth look at PPC strategy, exploring the latest trends and tactics which can increase ROI, advanced testing and tracking best practice, as well as achieving successful integrated campaigns.
The session will help you understand the strategy for an effective PPC campaign.
Who should attend?
The workshop is ideal for those that are new to PPC and for those who have PPC on their media plans but do not have hands-on experience.
How will I benefit?
Upon completion of the session, you will be able to:
Define, review, and improve PPC strategy
Determine whether your business is utilising all available techniques and technology.
Drive optimisation
- Objectives
- Actions
- Learning
- Next Steps
Considerations
- Be aware of guidelines
- Common pitfalls
- Best practices
What will I learn?
The session will cover:
PPC as part of the marketing mix
PPC objectives - the trade off
Quality score
- What are the quality score factors?
- How does quality score influence my account?
- Where can I find my quality score?
How to create a PPC account
- Best practices and common pitfalls
Keyword creation
Match Types
- Broad
- Phrase
- Exact
- Negative
Keywords
- Analysis
- Optimisation
- Testing
Ad copy writing
- Analysis
- Optimisation
- Testing
Landing pages
- Analysis
- Optimisation / MVT
- Testing
Strategic approach
- Targeting options
- Day parting
Analytics
- Tech/Software options
- Stock / Product feeds
Reporting
Trainer
Mike Fantis
Head of Paid Search, Make it Rain
Mike has been working in search engine marketing, particularly PPC & SEO since 2004. He has gained extensive knowledge of the industry from all business angles through working in various roles and companies (client side, search specialist and media agency).
He has experience in all major verticals with varying objectives including Finance, Travel, Communications (Skype, Virgin Mobile), Retail, Leisure (Merlin Group), Media (Virgin Media) and Recruitment (Total Jobs). Mike was heavily influential in the achievement of the Best Search Campaign award and in the process helped the client out-perform their biggest competitor for the very first time.
Inquiries
; 020 7269 1470
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.
