Course description

  • What’s the focus of this course?

    Pay per click is an internet marketing model used on websites in which advertisers pay their hosts only when their ad is clicked. It also focuses on optimizing ad spends and maximizing Click-through rate (CTR) and conversion.

    The Pay per click (PPC) Foundation Course from Simplilearn trains participants in the online marketing discipline of PPC and Paid Search. This course imparts an in-depth knowledge about the PPC advertising like campaign setup, campaign economics, landing pages, managing campaigns, and other PPC concepts.

  • What are the course objectives?

    The PPC Foundation training is designed to impart the essential knowledge of PPC techniques and strategies. By the end of PPC Foundations course, participants will gain in-depth knowledge of:
    • PPC Auction/Bidding Method
    • Targeting Options in PPC
    • Keywords analysis and tracking
    • Writing Effective Ad Copy & Ad Extensions
    • Evaluating and fine-tuning PPC strategy
    • Conversion tracking, bidding, and reporting
    • Quality Score
    • Integration of PPC with other online marketing methods/channels

  • Who should take this course?

    The PPC Foundation course is best suited for aspirants who wish to begin their career in PPC and Paid Search. However, the course is ideal for:

    • Business owners/ Entrepreneurs
    • Online Marketers
    • Marketing Professionals
    • Bloggers
    • Social Media managers
    • Fresh graduates

  • These industry-leading organizations trust our training

Course preview

    • Lesson 00 - Course Introduction 00:35
      • Course Introduction 00:35
    • Lesson 01 - Introduction to Pay Per Click 23:14
      • 1.1 Introduction 00:36
      • 1.2 Defining Paid Search Advertising 07:25
      • 1.3 How PPC Works for Various Business Types 08:33
      • 1.4 Advantages of PPC 03:18
      • 1.5 The Three Rs of PPC 02:24
      • 1.6 Key Takeaways 00:58
      • Quiz
    • Lesson 02 - Psychology of Search 15:32
      • 2.1 Introduction 00:42
      • 2.2 The Search Process 06:08
      • 2.3 How Ads and Landing Pages 04:18
      • 2.4 Aligning Goals for Successful Search 03:29
      • 2.5 Key Takeaways 00:55
      • Quiz
    • Lesson 03 - Account Hierarchy 11:28
      • 3.1 Introduction 00:31
      • 3.2 Hierarchy of a PPC account 02:33
      • 3.3 Campaign Settings 02:06
      • 3.4 Structuring of Ad Groups 05:31
      • 3.5 Key Takeaways 00:47
      • Quiz
    • Lesson 04 - Search Ads and Keyword Targeting 39:41
      • 4.1 Introduction 00:31
      • 4.2 How to Create a Compelling Search Ad 15:21
      • 4.3 How Keywords and Search Queries Work Together 23:02
      • 4.4 Key Takeaways 00:47
      • Quiz
    • Lesson 05 - Increasing Reach With Display Network 13:06
      • 5.1 Introduction 00:32
      • 5.2 Display Network and its Reach 01:56
      • 5.3 Display Network Targeting Options 06:29
      • 5.4 Available Ad Formats 03:28
      • 5.5 Key Takeaways 00:41
      • Quiz
    • Lesson 06 - Reaching Target Audiences 19:59
      • 6.1 Introduction 00:35
      • 6.2 Who Is the Audience 01:39
      • 6.3 Remarketing Across Search and Display 11:45
      • 6.4 Reaching New Audience 01:46
      • 6.5 Segmenting Audience Based on Behavior 03:33
      • 6.6 Key Takeaways 00:41
      • Quiz
    • Lesson 07 - The Buying Funnel 22:13
      • 7.1 Introduction 00:35
      • 7.2 Overview of the Buying Funnel 07:39
      • 7.3 Targeting Users Throughout the Funnel 11:46
      • 7.4 Channels to Leverage throughout the Buying Funnel 01:25
      • 7.5 Key Takeaways 00:48
      • Quiz
    • Lesson 08 - The Paid Search Auction 19:52
      • 8.1 Introduction 00:29
      • 8.2 Functioning of Ad Ranks 04:40
      • 8.3 Effect of Bids on Ad Position 03:03
      • 8.4 Quality Score 11:01
      • 8.5 Key Takeaways 00:39
      • Quiz
    • Lesson 09 - Setting and Measuring Marketing Goals 19:38
      • 9.1 Introduction 00:37
      • 9.2 Setting and Measuring Marketing Goals 06:35
      • 9.3 Making Data Driven Decisions in Bidding and Account Management 06:32
      • 9.4 How Customer Journey can Use Attribution Management in Bidding 05:16
      • 9.5 Key Takeaways 00:38
      • Quiz
    • Lesson 10 - How PPC Fits into the Digital Strategy 24:06
      • 10.1 Introduction 00:35
      • 10.2 PPC and Other Marketing Channels 04:56
      • 10.3 PPC Management in Various Business Types 11:27
      • 10.4 Future of PPC 06:43
      • 10.5 Key Takeaways 00:25
      • Quiz
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Exam & certification

  • What are the pre-requisites for this course?

    As such no technical know-how is required for this course. Awareness about digital marketing will help but is not required.

  • What certification do I get post the training?

    After successful completion of the training, you will be awarded the course completion certificate from Simplilearn.

  • What do I need to do to unlock my Simplilearn certificate?

    • Complete 85% of the course.
    • Complete 1 simulation test with a minimum score of 60%.

Course advisor

Brad Geddes
Brad Geddes Expert PPC Marketer, Founder of Certified Knowledge, Author

Brad Geddes is the author of Advanced Google AdWords and the founder of Certified Knowledge. He frequently writes columns for Search Engine Land and co-moderates the Google Ads forum on Webmaster World. He has led more than 60 AdWords seminars.

Brad Geddes
Brad Geddes Expert PPC Marketer, Founder of Certified Knowledge, Author

Brad Geddes is the author of Advanced Google AdWords and the founder of Certified Knowledge. He frequently writes columns for Search Engine Land and co-moderates the Google Ads forum on Webmaster World. He has led more than 60 AdWords seminars.


  • What is online marketing all about?

    Digital marketing or online marketing field is the electronic commerce vertical which uses the World Wide Web and email for advertising and marketing purposes. Obtaining leads and sales conversions are the prime focal areas of this field.

  • What topics does the training cover?

    Our training package imparts you an in-depth understanding of PPC. You can refer the Course Syllabus section for the name of topics covered.

  • Tell me more about your author

    Brad Geddes is the author of "Advanced Google AdWords", and founder of Certified Knowledge, an online source where the Paid Search community comes together for PPC training, tools, and advice.

    Brad makes it his mission to share his expertise in Paid Search with online marketers so they can build successful online campaigns that generate business. He frequently writes columns for Search Engine Land, co-moderates the AdWords forum on Webmaster World, has spoken at more than 35 conferences, and has led more than 60 AdWords seminars.

    Through his experiences, training, writing, and speaking, Brad has demystified the world of Paid Search. Take advantage of Brad's expertise as you go behind the scenes in order to master the systems and strategies of Paid Search.

  • Who are your clientele for this course?

    Audience, attending our training is usually working professionals, who are looking forward to sharpen and upgrade their skills to face the competitive careers. Professionals in entry and mid-level positions find our training ideal.

  • How is the job market for Online marketing professionals?

    The job market is wide open for online marketing certified professionals as an estimated 500,000+ positions are still unfilled in various specialties of digital marketing in India and US (Source: Economics Times). This has led to the rise in demand for skilled professionals and the industry looks very bright for the future with a plethora of opportunities.
    Simpliearn’s training prepares novice individuals and experienced professionals to gain a firm ground in the online marketing vertical by enhancing and advancing their skills and knowledge.

  • Can I cancel my enrolment? Do I get a refund?

    Yes, you can cancel your enrolment. We provide a complete refund after deducting the administration fee. To know more, please go through our Refund Policy.

  • What are the payment options?

    Payments can be made using any of the following options and a receipt of the same will be issued to you automatically via email.
    1. Visa Debit/credit Card
    2. American Express and Diners Club Card
    3. Master Card, Or
    4. PayPal

  • I want to know more about the training program. Whom do I contact?

    Please join our Live Chat for instant support, call us, or Request a Call Back to have your query resolved.

    • Disclaimer
    • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.