Advanced SEM - Paid Search Advertising

Overview

This course shows how to grow your Google Adwords and Microsoft/Yahoo advertising campaigns beyond simple keyword ads into a profitable investment of marketing budget.
Delegates will learn how to gain quick wins for their business by applying test and learn methodology to their paid search advertising, through to the growing opportunities of mobile, local and video search.
 
This is an advanced course following on from our introductory Search Engine Marketing (1157).

Benefits to you and your organisation

Delegates will learn the important factors to concentrate on in PPC, leaving them feeling more confident in this specialist area. It will enable a fully researched PPC plan to be developed, with expectations addressed, benefits identified and a practical campaign put into place.

Organisations will be provided with an insight into the ever-developing areas of PPC, ensuring that valuable opportunities are not missed, enabling them to reach their target markets and ultimately increase the value of their search advertising. 

Who this course is for

Marketers or web managers who are required to plan and implement a PPC campaign in B2B or B2C markets.  They will either have experience of planning and running sponsored link programs, or have attended the CIM one day introductory search engine marketing course.

What you will learn

• Research, plan, co-ordinate, and implement structured PPC campaigns.
• Measure the results of your PPC investment.
• Make the best use of your budget and work with SEO.
• Win support for PPC and avoid the common accusations from stakeholders of 'it's too expensive'.
• Learn valuable hints and tips that can improve the focus, process and techniques of PPC.
• Gain a broader understanding of the role of PPC within the overall marketing plan.

Course content

• Paid search and quality based bidding (keywords, creatives, bids and landing pages).
• Performing keyword research.
• How to build a ROI model.
• Identifying the best bid positioning.
• Apportioning PPC spend according to your aims.
• How to get better results from existing campaigns.
• Collecting, measuring and managing PPC reporting.
• The right PPC mix for your market.
• PPC copywriting.
• How to put together a workable PPC plan.
• Integrating products and your PPC program.
• Selecting a search agency.
• The rules for improving PPC.
• Optimisation for web, video, shopping and mobile.

Learning approach

Practical exercises, involving live web access and a best practice presentation. For most benefit, delegates should have access to their Google Adwords and Bing advertising accounts when they attend.