Advanced Pay Per Click (PPC) Certification Training 

Introduction to PPC Advertising

Overview

Introduction

What is Pay Per Click?

Efficient Advertising No Wasted Impressions

The Three Rs of Pay Per Click

PPC Account

Remove the Guessing Game

PPC Gives You Valuable Insight

PPC Gives You

Level Playing Field

Conclusion

Psychology of Search

Overview

Introduction

We Dont Use Search to Browse the Web

People Think in Concepts

Expectation of Results

Search Marketing is Not Interruptive

Track Conversions

Successful SEM

Most Common Online Activities

Advertising Isnt Advertising When Its Information

The Search Opportunity

Overview

Introduction

Web Is Essential

Even the C Level Uses the Web

C Level Trusts Internet Above Work Contacts

Online Activities By Time

World Wide Advertising Revenue

User Attention Does Not Equal Advertising Spend

Consumers Are Now In Control

SEM Spend Projections

Moment of Decision

The Buying Cycle

Overview

Introduction

The Buying Cycle

Search Buying Cycle

Buying a New Book

Buying BB Software

Ad Copy Writing

Landing Pages

Why is This So Important?

Quick Note on User Interfaces

Overview

Introduction

The UI Changes Often

Introducing Keywords, Part Keyword Basics and Keyword Organization

Overview

Introduction

Reminders

Search Query Intent

Search Sessions

Types of Keywords

Keyword Considerations

Do You Know Your Keywords?

Search Query Frequency and Length

Search Volume

Account Hierarchy

Defining Ad Groups

The "Two Word" Rule

Organizing Ad Groups

Post Launch Organization

Introducing Keywords, Part The Long Tail and Keyword Discovery

Overview

Introduction

The Long Tail

Why Consider Long Tail?

Long Tail and Ecommerce

Long Tail Doesnt Always Work

Expand Keywords Appropriately

Example Maternity Shirts

Finding Keywords

Recap

Understanding Match Types

Overview

Introduction

Reminders

Exact Match

Phrase Match

Broad Match

Modified Broad Match

Modified Broad Example Cake

Modified Broad Example Shoes

Match Type Organization

Which Match Types to Use?

Recap

Managing Search Queries and Negative Keywords

Overview

Introduction

Negative Keyword Overview

Negative Keyword Match Types

Negative Keyword and Account Structure

Campaign Level Negatives

Before Adding Negatives

Ad Group Level Negatives

Pivot Tables

Cost Data

Match Type Organization

Examining Query Data

Aggregate Match Type Data

Search Query Flow Chart

Other Notes on Negative Keywords

Recap

How to Add Keywords

Overview

Introduction

Bing Ads Adding Keywords

Google AdWords Adding Keywords

Bing Ads Campaign Planner

Google AdWords Keyword Planner

Page Spidering Option

Forecasting

Desktop Editors

Recap

Lessons

Quiz

Creating Compelling Ad Copy, Part Connecting Search Queries to Websites

Overview

Introduction

From Ad Copy to Websites

Searching for Answers

Unique Selling Proposition

Features Vs Benefits

The Buying Cycle

Instruct What to Do Next

Examine Search Results

Calls to Action Are Important!

Anatomy of Ad Copy

Headline

Description Line

Description Line

Display URL

Mobile Preference

A Place to Start

Ad Copy

Recap

Creating Compelling Ad Copy, Part Trademarks and Dynamic Insertion

Overview

Introduction

Trademarks

Are You Infringing?

Submitting Trademarked Ads

Keyword Level Destination URLs

Microsoft adCenter and Facebook

Dynamic Keyword Insertion

How DKI Works

Formatting Determines the Case

Ad

DKI Will Not Magically Fix Everything

Where Should You Send Traffic?

Ad Extensions

Overview

Introduction

Ad Extension Overview

Location Extension

Call Extension

Social Extension

Sitelinks

App Extension

Review Extension

Ad Rank and Extensions

Recap

Landing Pages Where to Send Your PPC Traffic

Overview

Introduction

Destination URLs

Google Analytics

What Visitors Think

Conventional Wisdom

Product Pages

Segmenting Users Until Action Occurs

Industry Does Not Matter

Segmentation Pages

You Should Not Search Again

Creating Dedicated PPC Landing Pages

Basic PPC Landing Page

Segmentation Pages

Reinforce Discount Codes

Reinforce Message

Not Perfection Clear Information

Recognize the Buying Cycle Length

Conclusion

Ad Copy Testing

Overview

Introduction

Overview of Testing

Most Common Split Tests

How Long Do You Want to Test For?

How Much Traffic and Conversion?

Meet All Requirements

Low Volume Accounts

Split Testing and Ad Optimization

Ad Copy Testing

Test Pricing

Discounts Chart

Calls to Action

Questions

Testimonials

Negative Information

Dynamic Keyword Insertion

Rich Media Ad Testing

Everything Done Correctly

Testing

Commercial vs Non Commercial

Testing Test Ads

Split Testing Ad Copy Measuring Results

Use Analytics for Engagement Metrics

Recap

Lessons

Quiz

Account Settings and UI Walkthrough

Overview

Introduction

Types of Accounts

Access Levels

Single and Multiple Accounts

Campaign

General Campaign Settings

Scheduling Settings

All Online Campaigns

Placement Data

Customize

What You Want Your Account to Accomplish

Monitor Your Conversions

More Options

Microsoft adCenter

Conclusion

Campaign Settings, Part Location and Language Targeting

Overview

Introduction

Location Targeting The Technology

Location Targeting The Implementation

Location Targeting Options Advanced and Country

Location Targeting Options Radius, Extension, Bulk Additions, and Excluding

Reaching Most People in Geography

Writing Local Ads

Location Targeting Advanced Configuration

Geographic Targeting Think Locally

Case Study Cultural Differences Impact on CTR

AdWords Geographic Report

Google Trends

Conclusion

Campaign Settings, Part Types, Budget, and Reach

Overview

Introduction

Campaign Types

Device Targeting

Manual CPC Bidding

Budget Optimizer and Enhanced Bidding

CPA Bidding and CPM

Daily Budget and Shared Budget

Delivery Method

Ad Scheduling

Ad Delivery

Ad Rotation Settings

Recap

Lessons

Quiz

Setting and Measuring Goals

Overview

Introduction

Setting Marketing Goals

Set Your Goals

Measuring Goals

Important Numbers

Tracking Goals

adCenter Conversion Tracking

Thank You Page Codes

Tracking Other Paid Search Sites

Conclusion

ROAS, Conversion, and Setting Initial Bids

Overview

Introduction

Examining the Metrics

Calculating Profit and ROAS

What Makes a Conversion?

Simple Email Capture

Simple/Complex Whitepaper Download

Lead Generation

Expensive/Low Cost Ecommence

Local Service Companies

Estimating Initial Conversion Rates

Affiliates

Ad Group and Keyword Bids

Calculating Initial Bids by ROAS

Revenue Per Click

Calculating Initial Bids by Revenue Per Click

Adwords Keyword Tool

AdWords Traffic Estimator

Recap

Thank You

Effective Bid Strategies, Part Bidding Options

Overview

Introduction

Bidding Options

Max CPC Bidding

Budget Optimizer

What Is Your Keywords Value?

PPC Account Structure

Set Interaction Goals Analytics

Enhanced CPC Bidding

CPA Bidding

Flexible Bidding

Bidding Comparison Chart

Effective Bid Strategies, Part Setting Bids

Overview

Introduction

Bid Modifiers

Location Bid Modifiers

Ad Scheduling Bid Modifiers

Ad Scheduling Advanced

Ad Scheduling BB Case

Device Bid Modifiers

Bidding Recap

Thank You

How to Extract Valuable Data

Overview

Introduction

Online Campaigns

Filters and Segments

Ad Groups Data

Dimensions Data

Geographic Data

Display Data

Recap

Thank You

Lessons

Quiz

PPC Introduction to Display Advertising

Overview

Introduction

Search Vs Display

Smart Pricing

Campaign Settings and Bidding

Keywords for Display Targeting

Topic Targeting

Interest Targeting

Remarketing

Automatic Placements

Managed Placements

Buying Cycle Based upon Targeting Types

Flexible Targeting

Recap

Thank you

Advanced Display Targeting, Part Advanced Targeting Options

Overview

Introduction

Basic Targeting

Flexible Reach

Good Combinations

Excluding Inventory

Advanced Display Targeting, Part Taking Action

Overview

Introduction

Display Campaign Structure

A Simple Workflow

Using Google Analytics

Display Campaign Optimizer

Cost per Impression Bid Method

Getting Started

Every Campaign Setting Applies

Recap

Image and Video Ads

Overview

Introduction

Rich Media Ads

Image Ads

Creating Image Ads

Video Ads

Opening Images

Play Rates and Bidding

Recap

Remarketing

Overview

Introduction

Overview of Remarketing

Using Google Analytics for Remarketing

Using AdWords Script for Remarketing

Determining Lists

List Segmentation

Ecommerce Example

Creating Audiences in AdWords

The Ads and Landing Pages

Frequency Cap

Case Study for Segmentation

Recap

Thank You

Lessons

Quiz

Ad Group Organization

Overview

Introduction

Ad Group Organization Intro

Initial Keyword Research

Does Keyword Fit Both?

Ad Group Organization

Organization for Large Accounts

Include Your Brands

List Your Modifiers

Mix Keywords

Result Lots of Keywords

Scaling Ad Copy

There are Tools

Large Accounts Landing Pages

Mobile Keyword Organization

Using Negatives for Organization

Organizing by Match Type

Restricting Match Types by Ad Group

Restricting Match Types by Campaigns

Recap

Thank You

Campaign Organization

Overview

Introduction

What Creates a Conversion

Goals and Budget

Getting Started with Campaigns

Geographic Campaigns

CPC vs CPA Bidding

Mobile Campaigns

Mobile Bidding

Growing Campaign Complexity

Ad Scheduling

Organizing Around Budgets

Complex Organization

Think Through Complex Goals

Insights Drive Organization

Recap

Thank You

Working with Multiple Accounts

Overview

Introduction

My Client Center

MCC Access Levels

Manager Defined Spend

Adwords Adwords Editor

AdWords Bulk Editing

AdWords API

Recap

Thank You

Lessons

Quiz

Introduction to Quality Score

Overview

Introduction

Quality Score Overview

Ad Rank Background

Ad Rank Formula

Ad Rank Illustrated

Quality Score and Financials

Viewing Quality Score Data

Quality Score Factors

Landing Page Spiderability

Landing Page Relevance

Landing Page Transparency

Landing Page Navigation

Landing Page Load Time

Recap

Working with Quality Score Part

Overview

Introduction

Quality Score Ranges

Diagnosing Where to Start

Increasing Quality Scores

Testing Ideas Ad Type and Serve Rate

Testing Ideas Device Type and Relevance

Thank You

Working with Quality Score Part

Overview

Introduction

Landing Page Issues

Ignore QS Minimum Impressions

Ignore QS Word Variations

Ignore QS Industry

Outliers in Quality Score

Bing Quality Score

Balancing Quality Score with Revenue

Where Should You Focus?

Recap

Pivot Tables and Quality Score

Overview

Introduction

Creating Pivot Tables

Managing Your Low Quality Scores

See How Youre Doing Overall

Lessons

Quiz

Creating, Launching, and Managing a PPC Account, Part

Overview

Introduction

Planning the Account

Researching for the Account

Determine the Basics of the Account

Creating the Account

Finishing Keyword Research

The Double Check Before Launch

Launching the Account

Optimizing the Account

Examine Ad and Landing Page Tests

Bid Modifiers

Thank You

Creating, Launching, and Managing a PPC Account, Part

Overview

Introduction

Analyzing Types of Ad Groups

Adjusting AdWords Bids

Ad Group Labels

Determining Ad Labels

Conversion Funnels

Long Sales Cycle Conversion Funnels

Project Management

Project Management Fitting in Non Essential Goals

Choosing Project Managment Software

Recap

Thank You

Strategy Documentation and Implementation

Overview

Introduction

Strategy Documentation

Interview Business and Marketing Overview

Interview Buying Cycle

Interview Marketing Details

Interview Budget Planning

Interview Website and Graphics

Interview Reporting

Marketing Plan Brief and Initial Build

Marketing Plan Launch Monitoring

Launching and Monitoring the Account

Recap

Landing Page Testing

Overview

Introduction

Where to Send Traffic

Informational Queries

Local Business Queries

Narrow Theme Sites

Ambiguous Queries

Product Queries

Brand Searches

Thank You Pages

Test Homepages

Testing Category and Conversion Pages

Segmentation Pages

Video Testing

Two Ways to Test Pages

Dont Design by Committee

Recap

Advanced Testing Techniques

Overview

Introduction

Controlling Risk

AdWords Campaign Experiments

What Makes a Conversion?

Landing Page Testing

Low Volume Ad Copy Writing

Combine and Analyze Data in Pivot Tables

Recap

Building the Perfect Landing Page

Overview

Introduction

How To Get There

Have A Structured Approach

Identify Your Conversion Problem

Dont Slice and Dice

Testing Is About Motivating

Types of Landing Pages

Case Studies

The Dimensions

Case Studies

What Are The Variables?

Buttons

Forms

Hyperlinks

The Purple Elephant

Thank You

Save Time with AdWords Editor and Excel

Overview

Introduction

Intro to AdWords Editor

AdWords Accounts

Leaving Comments in the Editor

Making Mass Changes to Bids

Creating Ad Copy

Apply the Templates

Checking for Max Number of Characters

Uploading From the Editor

Exporting Accounts

Conclusion

Quiz

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