Search Marketing School: PPC

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It's no secret that pay-per-click advertising can drive leads and revenue your way, if done right. It's that last part that's sometimes challenging. Search Marketing School: PPC will have you doing it right, from creating clever campaigns to managing your bidding, testing and measuring processes with confidence and ease.

MarketingProfs University's Search Marketing School: PPC is a 9-class course designed to get you comfortable going hands-on with all aspects of PPC. Unlike many other online courses, MarketingProfs University is taught by specialists who live and breathe pay-per-click advertising like George Michie, Kevin Lee, Janet Driscoll Miller, Catherine Dunn, Sean Marshall, Brian Posnanski and Jenny Dibble. Together they'll provide invaluable instruction as well as answer your questions and network with you in our exclusive Search Marketing School: PPC Course Facebook group. Check out the class descriptions below and register now to take your PPC skills from "huh?" to "aha!"

Each class can be viewed on demand, so you can watch (and re-watch) at your convenience. For each class, you'll have access to the class lecture and Q&A (streaming media), as well as several support materials: the slide deck (PDF), the audio track (MP3) (so you can listen to the lectures on other devices), a transcript (PDF) and a "cheat sheet" (PDF). Once you view all of the classes, you can download a Certificate of Completion (PDF). As part of the course, you'll also get access to our course-exclusive Facebook group to network and share your questions and insights with fellow MPU students, staff and instructors.

Search Marketing School: PPC includes these 9 classes (each 60 or 90 minutes long):

1. BASICS: What You Need to Know About Paid Search
2. MEASUREMENT: How to Win at PPC Through Effective Measurement
3. KEYWORDS: Using Keyword Strategies to Build Smarter PPC Campaigns
4. COPY: Making Sure Your Ads Deliver—The Importance of Good Copy and Continued Testing
5. BIDDING: Finding the Right Bid Management System for Your Account
6. CAMPAIGNS: 3 ... 2 ... 1: Liftoff! Launching your PPC Campaign
7. NETWORKS: Getting More from Niche Networks
8. MOBILE: Mobile Search Advertising Best Practices and Advanced Tactics
9. Q&A Wrap-up: Ask and Ye Shall Receive

Plus, you'll get these bonus classes from previous courses. You can access the recordings as soon as you register.

1. GOOGLE: What Every Marketer Should Know About Google
2. PPC: Pay-Per-Click Advertising on a Shoestring

What You Need to Know About Paid Search

Speaker:
George Michie—Co-Founder, Rimm-Kaufman Group

The fundamentals of paid search, like blocking and tackling on a football team, are the pillars on which success is built. A deep understanding of the principles underlying paid search is a prerequisite for mastering this challenging and ever-changing field—not to mention hugely helpful in avoiding costly mistakes.

You will learn:

• How to lay the foundation for an effective paid search strategy
• Tips to help advertisers understand the paid search space
• How to set economic targets and budgets

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How to Win at PPC Through Effective Measurement

Speaker:
Kevin Lee—CEO, Didit.com

In this class, we will discuss how to determine what you should be measuring and how understanding those metrics will allow you to leapfrog the competition. Additionally, identifying optimal key performance indicators (KPIs) is essential to effective campaign management, so we'll explain how to do that. We'll also look at ways to tune campaigns based on your customers' conversion behaviors and to apply simple yet effective segmentation models to your efforts.

You will learn:

• Which metrics and KPIs you should consider for your campaigns
• How to manage a holistic campaign, including attribution and multiple success metrics
• Best practices when applying segmentation modeling to your campaigns

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Using Keyword Strategies to Build Smarter PPC Campaigns

Speakers:
Jenny Dibble & Brian Posnanski—Principals at TrafficPRM

Effective search marketing campaigns start with keywords—what kind of keywords, how they are structured and how expensive they are. In this class we will discuss best practices around setting up campaign structure, keyword match types and keyword negatives. We'll also deep-dive into the frequently overlooked Search Query report and outline specific steps to use this report to improve a campaign's performance over time. You'll walk away with a deeper understanding of PPC keyword research and a guide to reference as you tackle your own account.

You will learn:

• To optimize your budget with the right keyword match types
• Tactics to keep bad ‘clicks' away using negative keywords
• How to optimize your keyword targets using Search Query reports

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Making Sure Your Ads Deliver: The Importance of Good Copy and Continued Testing

Speaker:
Janet Driscoll Miller—CEO, Search Mojo

Good ad copy and effective landing-page design are critical to the performance of any paid search campaign. Compelling copy entices clicks and consistent messages—from ad to landing page—leads to higher conversions. Ongoing testing of the design and message will help you find new ways to tweak and enhance landing pages. In this class, we will review how to make the pieces of pay-per-click flow together seamlessly and how methodical testing continually improves conversion.

You will learn:

• Elements of good ad copy
• How to "keep the promise" from ad copy to landing page
• Tips on designing landing pages for the best conversion rates

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Finding the Right Bid Management System for Your Account

Speaker:
Tom Demers—Co-Founder, Measured SEM

Bidding is one of the most important aspects of PPC search marketing, whether you set bids based on pre-defined rulesets or tie them to conversion metrics. This class will focus on bid management and help you determine which bid management solution is best for your campaign and how to get more out of your current pay-per-click spend.

You will learn:

• The different types of bid management solutions available
• How to determine which solution is the best fit for your campaigns
• Which system will help you get the most out of your spend—and how to implement

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3 ... 2 ... 1: Liftoff! Launching your PPC Campaign

Speaker:
Cate Dunn—Client Services Director, iProspect

You've signed up for AdWords, you've got the fundamentals, you've set your goals and you've written your copy: Now what? In this class, we'll walk you through everything you need to get your campaign shipshape and ready to launch. In addition, we'll provide you with worksheets to help you get started on the right foot.

You will learn:

• How to organize a campaign by breaking down its structure and settings
• The ins and outs of budgets: daily, monthly and day-parting
• To guarantee you're paying the right amount per click
• How to check your work—why quality assurance is a necessary evil

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Getting More from Niche Networks

Speaker:
Sean Marshall—PPC Associates

As the big players continue to aggregate keyword inventory from small publishers, highly targeted niche networks and platforms may appear to be losing their luster but that's the furthest thing from the truth! This class will cover the value niche networks offer, beyond just their traffic and how they can be indispensable for both new and established pay-per-click programs.

You will learn:

• How niche networks can predict Google performance
• Where niche networks fit into the big picture
• When to buy keywords direct from a publisher and when to get the inventory elsewhere

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Mobile Search Advertising Best Practices and Advanced Tactics

Speaker:
Tracy Klara—Group Account Director, Performics

With mobile currently representing nearly 25% of all search queries in the United States (and growing!), it's gone from a "nice to have" to an absolute necessity. In this class, we will discuss high-level strategies, ground-level tactics and the steps you need to take to maximize your paid search opportunity on mobile.

You will learn:

• How to create a usable mobile search playbook for your business
• The risks and challenges you will face by not properly activating mobile search
• Which brands use mobile search well (and a few that could use some improvement)

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Ask and Ye Shall Receive

Speakers:
George Michie, Janet Driscoll-Miller, Jenny Dibble and Brian Posnanski

Got a question that wasn't answered in class? Something that you found confusing? Just want to chat with our instructors? Now's the chance to pick the brains of some of the smartest PPC'ers out there. They'll spend an hour answering your questions, clarifying anything that might be causing you stress and giving you even more of the great information you've come to expect from MarketingProfs University. No agenda—it's all up to you!

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What Every Marketer Should Know About Google

Speaker:
Maile Ohye—Senior Developer Programs Engineer, Google Inc.

This is a Best of MPU recording. You can play it as soon as you register!

If you want your products and services to be found online, it goes without saying that you need to understand as much as possible about Google Search. In this class, we will cover the latest in Google Search and the evolving search landscape. We will also take a look at successful approaches—and, just as importantly, the pitfalls to avoid—when building a site that is truly helpful for searchers.

You will learn:

• The latest Google Search features relevant to marketers
• How to build websites with Google Search in mind
• The most common Google Search-related mistakes websites make

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Pay-Per-Click Advertising on a Shoestring

Speaker:
Elizabeth Marsten—Director of Search Marketing, Portent Interactive

This is a Best of MPU recording. You can play it as soon as you register!

Pay-per-click (PPC) advertising is a powerful tool for driving inbound leads and revenue. You don't need to spend a fortune to win PPC keywords for your industry, but you do need to make sure you have a solid budget and clear goals in mind. Learn how to make the most out of your budget, from setup to continued management and see for yourself how PPC can help grow your business.

You will learn:

• Whether PPC is right for your company
• Tactics for setting up an account and creating campaigns for success
• Tips on stretching your budget and how to keep your PPC running lean and mean

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