Pay per Click (PPC) Masterclass

Structure and manage PPC campaigns to increase the number of high-quality visitors to your website. Learn how to develop PPC campaigns that increase clicks and reduce costs. Understand effective retargeting and set key performance indicators that boost your PPC performance.

This course also constitutes Day 2 of our 2-day Search Marketing course; Search Engine Marketing: SEO & PPC

During this course, you will learn to:

• Understand the role of Pay per Click in the search marketing landscape
• Develop and implement PPC campaigns that increase high quality clicks and raise Quality Scores
• Craft highly effective PPC ads that encourage click-throughs while continuously testing
• Develop a bid management strategy to maximise high quality visitors and minimise costs
• Identify, measure and act upon the KPIs that will help you boost your PPC performance

Course details:

Day 2: PPC
Introduction to Google Ads

• What is Google Ads?
• How it works
• Why Google Ads
• Setting Google Ads objectives

Campaign Setup

• What is a campaign?
• Campaign structure
• Campaign goals & objectives
• Bidding and budgeting
• Choosing the right campaign settings

Keywords

• What are keywords?
• Keywords best practices
• Keyword research (Keyword Planner tool)

Text Ads

• Ads best practices
• Responsive search ads
• How to write excellent text ads

Campaign Management

• What is campaign management
• Management best practices
• Quality Score: what is it and how to improve it

Conversion Tracking

• What is conversion tracking?
• How to setup tracking
• Intro to Google Analytics tracking

Remarketing

• Intro to remarketing
• Why Audiences are important
• Setting up your audiences
• Remarketing campaign types
• Setting up a remarketing campaign

Reporting

• Into to Google Ads reports
• Using Google Data Studio

Who should attend?

The Pay Per Click (PPC) course is designed for all marketers involved in PPC campaigns who want to get the very best results for their search engine marketing budget.

Previous delegates include:

• Senior Marketing Executive (M&G Limited)
• Marketing Analyst (A J Bell)
• Marketing Manager (The Co-operative Legal Services)
• Advertising and Brand Manager (London South Bank University)

Enrol onto 'Pay Per Click' course and receive the 'DMA Mobile Guide'. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

Tutor:

Mike Ncube

Mike Ncube is a digital marketing expert with over 13 years' experience in Google Ads, PPC and SEO advertising. Mike is a Google Partner and has been since the programme was launched by Google over 8 years ago.

He is an author and has written over many books, guides and ebooks on digital marketing topics including Google Ads, PPC advertising and digital marketing strategy.

He has worked with businesses from a wide range of industries including IoT, Automotive, Manufacturing, Real Estate and more for big clients like BitDefender and Quectel to micro businesses.