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Advanced PPC Search Marketing

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Half-day training workshop - Advanced Pay Per Click Search Marketing. Strategies, tools and technique to reduce Cost Per Click and Cost per Acquisition

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

Location

76 Portland Place, London W1B 1NT