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Paid Search Advertising Training

Course Overview

Paid Search is one of the fastest and most effective ways to gain a presence on the search engines. Done incorrectly it can also be one of the costliest. There are many diverse components to a pay per click campaign, but all have to work together to achieve the best return. This comprehensive training program will familiarize attendees with a multitude of paid advertising subjects.

The course covers material for both the beginner and experienced advertiser. Attendees will learn about the paid search landscape - the players and the many paid search advertising options available. The course also covers the steps involved in setting up and optimizing a paid campaign to ensure every click counts.

This interactive training provides best practices on how to select and evaluate keywords, tips on writing effective ads and optimizing landing pages, and in addition will show you how to establish an overall PPC strategy for bidding and budgeting for campaigns. This training includes guidance on structuring your PPC campaigns for easy maintenance and best returns.

Is your company budget conscious? We'll show you ways to stretch your click dollars and alert you to budget disasters. We include a segment on analytics that show you easy ways to monitor performance and capture the information detail you need to make good marketing decisions.

This full day training session provides practical real-world solutions and techniques to help you get the most from your paid advertising.

Benefits

This is a comprehensive training session that includes real-world information for users and managers. The practical advice and best practices taught in the session will help attendees run more efficient campaigns with higher returns.

Attendees will:

  • Enhance their knowledge base about paid search and its many options
  • Understand the components of a good paid advertising strategy
  • Learn proven techniques to select and evaluate keywords that produce results
  • Acquire tips on developing effective ads and landing pages that convert visitors to buyers
  • Discover ways to measure paid search performance and learn techniques to optimize campaigns
  • Gain new insights into bidding strategies and campaign management
  • Increase their skills and comfort level working in the paid search field
Workshop Dates

If you don't see a workshop that you like or the dates don't work for you, please contact us and we can discuss making special arrangements for you.

Date Time Status Cost (per person) Location  
Apr 7, 2011 All Day (9am - 4pm) Closed $425 Greensboro, NC  
Apr 28, 2011 All Day (9am - 4pm) Closed $425 Greensboro, NC  
May 26, 2011 All Day (9am - 4pm) Open $425 Greensboro, NC  
           
 

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Material Covered
Introduction to Paid Search Advertising
  • The Search Landscape
  • Major Players and programs
  • Comparison of Paid and Organic
  • Benefits and Uses of Paid Search
  • Marketing Mix
  • Comparison of three big players - Google, Yahoo, MSN
   Keyword Research for PPC
  • Brainstorming Keywords
  • How to Expand Keyword Lists
  • Evaluating Keywords
  • Matching Options
  • Negative Keywords
  • Keyword Tools
  • Keyword Strategies
Tips on Developing Effective Ads
  • Editorial Guidelines
  • Best Practices
  • Insider Copywriting Tips
  • Testing Ads
   Landing Page Optimization
  • Components of a good landing page
  • Conversion Tips
  • Quality Score Factor
  • Testing methods
Bidding and Campaign Management Strategy
  • Management Tools
  • Tips to increase effectiveness
  • Bidding Strategies
  • Budgeting and Forecasting
  • Traffic Estimating
  • Optimization Techniques
   Conversion Analysis
  • Identifying Metrics
  • Setting Goals
  • Tracking Methods
  • Methods to improve conversion
  • Ways to find the weak link in the conversion chain
  • Tools Available
Reporting
  • What to track
  • Tools for tracking
  • Reports
   Ad Types and Networks
  • Search Ads
  • Text Ads
  • Contextual Ads
Quality Score
  • What it is and how it works
  • Tips to optimize campaign to improve Quality Score
  • Minimum Bid Price
  • Ad Position
  Click Fraud
  • Symptoms of fraudulent activity
  • What to do when you suspect fraud
  • Resources
  • Available Tools