PPC Campaign Management Training Course

Take Control of Your PPC Advertising Spend

This extensive one day PPC Campaign Management Training course is perfect for existing Pay Per Click users who want to develop the practical skills required to effectively manage and control their own PPC advertising spend. The course is ideally suited to in-house marketing and creative teams, advertising agencies, Internet practitioners and website owners. On completion, delegates will have a comprehensive understanding of paid search and the hands on skills to:

• Analyse your existing PPC campaign and ad group strategies.
• Use professional tools to select the best keywords and target the right audience.
• Write effective ad copy and creatives.
• Raise your quality score and avoid the Google Slap
• Improve your Click-through Rate (CTR).
• Build effective landing pages and test them via A/B or multivariant testing.
• Link your PPC accounts to Google Analytics
• Easily identify and track conversions from your PPC ads.
• Maximise your ROI for the whole Pay per Click campaign.

How Reduce Your PPC Spend and Increase Returns

Although search engines like Google, MSN and Yahoo! have made it easy to set up and run PPC campaigns, jumping in cold and attempting to learn ´on the fly ´can prove to be an ineffective and costly approach to paid search. SEO Scotland´s PPC training can pay for itself in a few short weeks by helping you avoid the wasteful clicks that can very quickly eat up your advertising budget.

Course Syllabus

• 09:00 - 09:10  - Induction
• 09:10 - 09:30  - PPC Advertising: Definitions and Principles
• 09:30 - 10:00  - PPC Basics: PPC Campaigns and Ad Groups
• 10:30 - 11:30  - Keyword Research: Researching, Analysing and Selecting the best Keywords
• 11:30 - 11:45  - Break for Coffee
• 11:45 - 12:30  - Quality Score: Definition, How Its Calculated and How it Effects Your Campaigns
• 12:30 - 13:30  - Lunch
• 13:30 - 14:00  - Creatives: The Art of Writing Effective Ads
• 14:00 - 15:00  - Landing Pages: Definitions and Principles
• 15:00 - 15:15  - Testing: A/B and Multivarient Testing
• 15:15 - 15:30  - Break for Coffee
• 15:30 - 16:00  - Budget: Managing Your PPC Budget Efficiently
• 16:00 - 17:00  - Reporting: Create customised performance reports to track and manage your PPC campaigns 
• 17:00 - 18:00  - Question and Answer
• 18:00              - End

Post Course Support

Email and telephone support is provided for a period of 90 days following training and each attendee receives a comprehensive manual covering the key points of the course.

PPC Training Costs

Training costs £350 per delegate.