Pay-Per-Click Foundations Course
Learn how to earn more with Google Adwords, Facebook and Twitter paid per click advertising, YouTube and Email
About This Course
In this course, you will learn the best practices from our experts on using paid channels to generate website clicks, brand awareness and sales for businesses you manage. You will gain advanced knowledge of how campaign strategies are developed, implemented and managed on Google and Social Media paid platforms to get the best return on investment.
Paid search ads, or PPC ads, are the ubiquitous text ads we’ve all seen on the right side of a search engine results page. These ads are purchased through an auction-based system, and they’re displayed to users based on search query, user location, time, and other factors. Paid search ads provide an opportunity for companies of all sizes to compete on a level playing field. In this first module, you’ll gain an understanding of how PPC ads work as well as the three Rs of PPC and the value of PPC advertising.
In any PPC account when you change one setting, it can sometimes trickle down and affect many moving parts. For this reason, it is vital to have a solid grasp of account hierarchy and account structure. In this module, we'll define ad groups, keywords, ads, and campaigns, and he shows you how these various parts are interconnected in a PPC account.
Here's what happens when customers respond to a search that leads to your website: They become aware of your product, become engaged to learn more, start shopping, and then buy. It's a buying cycle you don't want to ignore, with your landing pages or your ad copy writing, because you can use it to pilot your advertising. You're in control.
This lesson sheds light on the paid search auction system, in which advertisers bid against each other online for ad placement on search results. You'll see what it takes to determine when and what to bid in this blind auction, which is a bit like playing the stock market. Once you understand the Ad Rank Formula, you'll know how Google sets quality scores and places your ads on the search pages.
The trick is to show the right ad for the right person at the right time. And that means you will need the right ad settings. In this section, we'll take you through all the PPC options, from automatic and managed placements to the locations and devices where your ads will show up. He'll also show you examples of innovative campaign settings that lead to success.
Before you create your ads, you must establish a strong foundation of keywords, which is the foundation of paid search. How do they work, and how do you choose them? In this video, you'll explore the different types of keywords, the "two word" rule, the pitfalls of multiple meanings, and how users think differently than marketers when it comes to keywords that trigger ads.
When breaking it down paid ads serve as a bridge between your products/services and your website. Therefore, ad copy must be written in a way that creatively enables users to click to a landing page with information they want, and that meets their appropriate expectations. In this module, we cover the basics of great copywriting for PPC ads. Learn the different parts of an advertisement and the importance of each. Also, we’ll consider the various stages of the buying cycle to gain an understanding of how this affects ad copy.