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Advanced Pay Per Click Search Marketing
Pay Per Click search engine advertising through programmes like
Google Adwords, Overture and Espotting has proved an effective
way to drive sales for many businesses. You will also know that
search is increasingly competitive with bid prices driven
ever-higher in many categories.
This half-day workshop shows you how to compete while
maximising your Return on Investment by applying the latest PPC
tools and techniques.
Provider: E-Consultancy Training
Price:
£295 + VAT per delegate standard rate
£245 + VAT discounted rate for E-consultancy subscribers and
Corporate Members
Bookings:
For bookings & more details contact Ashley Friedlein at
e-Consultancy
Tel: 020 7071 8612
WHO IS THE COURSE FOR?
Pay Per Click (PPC) search engine marketing is straightforward
to start, but to gain the best results requires detailed
knowledge of specific approaches, tools and techniques which can
take a long time to acquire. This course is for you if you have
some experience of Pay Per Click marketing, either hands-on or
through managing internal or agency staff, but need a structured
training course to rapidly understand approaches used by the
leading search marketers.
HOW WILL I BENEFIT?
After attending this course, you will be able to:
- Review the strengths and weaknesses of your current PPC
marketing
- Devise strategies to reduce Cost Per Click and Cost Per
Acquisition quality from PPC marketing - Assess and improve your
bidding strategies
- Evaluate the options for tracking and bid management solutions
and find out how to get the most from them
WHAT WILL I LEARN?
This in-depth course will cover the following topics:
Inside the PPC ad networks
A guide to the networks highlighting success factors and
differences, e.g. phrase matching, contextual advertising and
trusted-feed options
- Google Adwords
- Overture
- Espotting
- Other networks to consider including Price comparison
engines
Planning
- Setting realistic objectives
- Measuring results – which metrics to use in which
circumstances?
- Selecting the right tools for tracking across ad
networks
- Achieving balance between PPC, search engine optimisation and
affiliate referrals
- International marketing using PPC
Analysis
- Keyword phrase analysis – extending keyword phrases
used
- The best tools and sources for keyword phrase analysis
- Selecting the right keyword phrases including the ten
variants of a keyword phrase
- Analysis of competitor approaches
- Modelling visitor volume and quality for each key phrase
using a spreadsheet
Strategies
- Portfolio management strategies
- Selecting the right bidding strategy
- Selecting the right phrase matching strategies
- Selecting differential timing strategies
- Selecting bid optimisation tools
- Integration with offline campaigns
Working with your affiliates
- Selecting the right strategy to maximise exposure and
increase ROI
- The latest on trade mark infringement
Creative
- Copywriting to increasing ad clickthrough
- Approaches to testing creative
- Tactics to increase landing page conversion
- Testing and improving different offers and copy
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Advanced PPC Search Marketing
Half-day training workshop - Advanced Pay Per Click Search Marketing. Strategies, tools and technique to reduce Cost Per Click and Cost per Acquisition
Location
76 Portland Place, London W1B 1NT
51.511935
-0.137739
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