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Course Title
Pay Per Click Marketing


Pay-per-click marketing specialists are in high demand, and the Pay-Per-Click (PPC) Marketing Online Training Program will ensure your advertising campaigns are designed for success from the very first impression. Offered in partnership with ed2go.

Before enrolling in this course, you should have good keyboarding skills, and you should be familiar with using search engines, Internet browsers and email. It's an advantage, but not required, to have advanced search engine usage experience, as well.


Upon successful completion of this program, learners will be able to:

  • Understand the difference between organic and paid search results
  • Set up a Google AdWords account (to appear in paid search results on Google)
  • Set up a Bing Ads account (to appear in paid search results on Yahoo! and Bing)
  • Increase the conversion rate of existing paid advertising campaigns
  • Attract the right audience for your web site via paid search advertising
  • Choose the right keywords to promote your web site
  • Understand the various campaign types available
  • Choose suitable demographic and geographic targeting options
  • Understand the difference between each of the keyword matching options
  • Create compelling paid search ads
  • Determine the right bid and match types for their keywords
  • Set and control campaign budgets
  • Structure an ad campaign for best performance
  • Understand key ad triggers that increase conversions
  • Recognize the features of high-converting landing pages
  • Track campaign performance and ROI
  • Produce meaningful campaign reports for stakeholders


  1. Pay Per Click Marketing 101
    1. Introduction to Pay Per Click Marketing
    2. Pay Per Click Campaign Preparation
    3. An Introduction to Google AdWords
    4. How to Set Up an AdWords Account
    5. An Introduction to Bing Ads (PPC for Bing and Yahoo!)
    6. The Yahoo! / Microsoft Search Alliance
    7. How to Set Up a Bing Ads Account
    8. Keyword Research for PPC Campaigns
    9. Ad Copy Creation for PPC Campaigns
    10. Landing Page Creation for PPC Campaigns
    11. PPC Campaign Conversion & ROI Measurement
  2. Pay Per Click Marketing 201
    1. Overview of PPC Marketing
    2. Pay Per Click Search Engines
    3. Key Elements of a Successful PPC Campaign
    4. Regional and Niche Market Targeting
    5. Building Effective PPC Ads
    6. Successful PPC Bidding Strategies
    7. How to Create Killer Landing Pages
    8. Click Fraud & Anti-Competitive Practices
    9. Landing Page Testing
    10. Monitoring and Tweaking Your Campaigns
    11. Pay Per Click Tools and Software
  3. Elective Unit – Choice of:
    1. Search Engine Optimization 101
    2. Search Engine Optimization 201
    3. Web Site Copywriting 101
    4. Web Site Usability 101
    5. Article Marketing & Distribution 101
    6. Copywriting for Pay Per Click Advertising 101
    7. Link Building 101
    8. Keyword Research 101

Method of Instruction



Class participation