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PPC Intro Training

PPC is a form of search engine marketing in which your ads appear on search engine results pages and possibly on other sites partnering with search engines. You pay only when someone clicks on your ad's link.

This method of online marketing can target only the customers or site visitors you want, but is typically a lot less expensive than most other forms of advertising. AcademyX's professional and experienced trainer will show you how to conduct a successful online ad campaign in this practical, hands-on PPC training course.

Advertising on the Major Search Engines

Different search engines display PPC ads in different areas of their search results pages. You will learn whether one arrangement is more effective than another and why. Advertisers can control when their ads appear, down to a specific hour, so that marketers can fine-tune their campaigns within a tight budget. This AcademyX PPC training imparts knowledge you can use right away, including how to:

  • Explore the differences between PPC and search engine optimization (SEO)
  • Learn about the importance of clickthroughs, conversion rates, impressions and clicks
  • See when and why PPC ads are displayed
  • Find out how PPC ads differ from traditional ads in other ways
  • Learn what triggers ad payment
  • Decide what words your customers would associate with your product or service

PPC: Bidding for the Right Keywords

A major characteristic of PPC advertising is the use of keyword auctions. Advertisers bid competitively on targeted keywords to increase site traffic and remain valid bidders. The more popular the phrase the higher the bid, though Google adds other criteria. Cost-per-click (CPC) fees as well as proprietary relevance algorithms come into play. You will learn how you can bid for keywords against huge corporations - and win:

  • Learn about the formulas search engines use to display PPC ads in favored positions
  • See how Google differs from the other search engines in this regard
  • Find out how PPC ad relevance can be as important as bid amount
  • Choose the most appropriate keywords for your marketing goals
  • Check your competitors' keywords and try alternates that they may not think of

PPC on Google, Bing and Yahoo

The big three of PPC each offers different methods of bidding on keywords, ad placement, billing and especially market targeting. You can get fairly granular - down to a specific ZIP code - on some search engines, depending on where you want your ads to appear. This portion of AcademyX's PPC training delves into how online ads can work for your business. You'll find out how to:

  • Determine the cost of bidding on popular vs. rare search terms
  • Learn how to determine bids using an ROI formula or bid management software
  • Analyze how tightly you need to target your organization's products or services
  • Examine the Google ad market, ZIP code targeting, integration with Google Maps and Google ad previews
  • Look at MSN's limited geotargeting options, which may be right for your organization
  • Learn about Yahoo's unique international and domestic ad marketing approach

Contextual PPC Advertising

Google and Yahoo! will display your ads on other sites if the ads are related to content on those sites, at least in theory. This revenue model may or may not fit in with your organization's intentions. Ads may appear in unexpected locations, and they are often less profitable than your ads on the original search engine. You will learn how to control for unexpected advertising, and:

  • Discover how contextual advertising works
  • See why theory does not always match reality and how this can hurt your marketing efforts
  • Learn how Google's site-based or demographic display options allow you to review and select specific sites
  • Find out all your options to control or manage contextual PPC advertising

Create Groups of Ads

Most PPC ads must conform to strict formulas. For instance, each search engine sets the specific length of each line. Both Yahoo! and Google also have rules about word use, punctuation, qualifiers, proper nouns, etc., and both search engines review your ads. They will not accept your ad if it does not comply with their standards. You will cap off the second day of this AcademyX PPC training course with your own PPC ad campaign:

  • Produce multiple versions of your ads until you get the best results
  • Time your campaigns for new products, services, site features, holidays, etc.
  • Drop keywords that do not convert immediately
  • Target the appropriate languages and locations for your site
  • Access tools like the Traffic Estimator and the Keyword Tool to set up your keyword list
  • Create an ad, choose your currency and choose your maximum cost-per-click (CPC)
  • Calculate your estimates and set your daily and monthly budgets
  • Sign up for your Adwords account

Prerequisites:

  • Familiarity with the Web and Search Engines

Pay Per Click training is offered at four locations::

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