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Course description

  • What’s the focus of this course?

    Pay Per Click (PPC) is an effective internet advertising model used to direct traffic to websites. Advertisers pay the publisher or the website owner only when the advertisement is clicked. Simplilearn’s Advanced Pay Per Click course trains professionals in the fields of PPC and Paid Search. In the digital world, a PPC-certified professional is able to display compelling campaigns to target an audience based on expressed interests and demonstrated search history.

  • What are the course objectives?

    This Advanced Pay Per Click (PPC) course helps participants to gain expertise in Pay Per Click and Paid Search. After completing this course, participants will:

    • Have knowledge and expertise on various aspects of Pay Per Click advertising.
    • Be familiar with the auction model, ranking algorithms, and post-click activity.
    • Understand the differences between various search engines and how each one can affect a campaign.
    • Be able to assess the market shared by the search engines.
    • Analyze past and future Pay Per Click trends.
    • Define, measure, and compare keywords and choose the best to fit the advertising model.
    • Have a strong awareness of campaign settings, how to structure a campaign, and pricing models.
    • Be proficient in writing your own ads, developing landing pages, and using ad groups.
    • Review the market trends to decipher which PPC campaign works for other marketers.
    • Track clicks and the Return on Investment to determine success for each campaign.
    • Will have knowledge of display advertising
    •  Will gain insights into advanced Content marketing and advanced website conversion rate optimization

     
     
    The program provides access to more than 35 live, instructor-led online classes conducted by an expert training team. You’ll gain access to high-quality e-learning content, simulation exams, a community moderated by experts, monthly mentoring sessions and other resources to enable you to master the skills you’ll need to become a complete PPC specialist.
     
     

  • Who can become a PPC Specialist?

    PPC skills are ideal for those who seek leadership positions in paid marketing. The following roles are best suited to be PPC specialists:
    • Marketing managers
    • Digital marketing executives
    • Marketing and sales professionals
    • Management, engineering, business, and communication graduates
    • Entrepreneurs and business owners
       

  • Why become a PPC Specialist?

    Paid marketing is the most effective way to target digital audiences and accounts for 40+ percent of all digital marketing budgets. PPC specialists are responsible for planning, managing, and executing paid marketing campaigns on various media to achieve business goals such as brand awareness, lead generation, and sales conversion. This role requires a blend of marketing and analytical skills and an in-depth understanding of bidding methods, performance measurement, ad platforms, conversion optimization and search engine marketing to manage campaigns that drive real ROI.
     
    There is impressive year over year growth of paid digital spending and a huge global demand for pay per click specialists. A few supporting facts and figures: 

    • There are 2700+ jobs in the USA and 5300+ jobs in the UK that require PPC skills
    • In India, there are 4000+ jobs on Naukri.com for PPC specialists
       

  • What projects are included in this program?

    Project 1 - Evaluating / Planning The Website

    This project will help you with:

    a) Identify the key persona types of customers who will be visiting your website
    b) Create full background stories for each of these personas
    c) Identify the journey each of these personas will take through your website. Use these journeys to identify which pages you need to create for your website


    Project 2 - Campaign Management

    As part of this project, you will be:

    a) Setting up your first PPC campaign
    b) Select an audience for your campaign
    c) Identify the keywords you will target
    d) Choose appropriate bids for each keyword
    e) Monitor the campaign and respond to results as appropriate

  • What skills will you learn?

    At the end of this PPC Certification course, you will be able to:

    • Ensure that your business can be found easily on search engine results
    • Dramatically increase the traffic to your site
    • Enhance your reach to both local and global customers
    • Control your ad budget
    • Measure your ads’ performances 
    • Get leads quickly and improve your lead generation results

Tools Covered

Analytics Tools
Bing Ads Mangager Google Analytics Google Tag Manager
Keyword Tools
Google AdWords

Course preview

  • Introduction to PPC Advertising
    • Lesson 1 - Introduction to PPC Advertising 12:54
      • 1.001 Introduction to PPC Advertising
      • 1.002 Introduction00:16
      • 1.003 What is Pay Per Click01:01
      • 1.004 Efficient Advertising No Wasted Impressions00:53
      • 1.005 The Three R s of Pay Per Click00:25
      • 1.006 PPC Account01:48
      • 1.007 Remove the Guessing Game03:31
      • 1.008 PPC Gives You Valuable Insight01:26
      • 1.009 PPC Gives You...00:35
      • 1.010 Level Playing Field00:29
      • 1.011 Conclusion02:30
    • Lesson 2 - Psychology of Search 12:42
      • 2.001 Psychology of Search
      • 2.002 Introduction00:29
      • 2.003 We Don t Use Search to Browse the Web00:25
      • 2.004 People Think in Concepts01:11
      • 2.005 Expectation of Results01:59
      • 2.006 Search Marketing is Not Interruptive02:32
      • 2.007 Track Conversions00:45
      • 2.008 Successful SEM01:56
      • 2.009 Most Common Online Activities01:25
      • 2.010 Advertising Isn t Advertising When It s Information02:00
    • Lesson 3 - The Search Opportunity 15:25
      • 3.001 The Search Opportunity
      • 3.002 Introduction00:22
      • 3.003 Web Is Essential03:11
      • 3.004 Even the C-Level Uses the Web00:59
      • 3.005 C-Level Trusts Internet Above Work Contacts01:39
      • 3.006 Online Activities By Time02:39
      • 3.007 World Wide Advertising Revenue00:52
      • 3.008 User Attention Does Not Equal Advertising Spend00:46
      • 3.009 Consumers Are Now In Control01:44
      • 3.010 SEM Spend Projections02:08
      • 3.011 Moment of Decision01:05
    • Lesson 4 - The Buying Cycle 17:49
      • 4.001 The Buying Cycle
      • 4.002 Introduction00:17
      • 4.003 The Buying Cycle02:41
      • 4.004 Search Buying Cycle02:41
      • 4.005 Buying a New Book03:09
      • 4.006 Buying B2B Software03:07
      • 4.007 Ad Copy Writing02:42
      • 4.008 Landing Pages00:50
      • 4.009 Why is This So Important02:22
    • Lesson 5 - Quick Note on User Interfaces 02:05
      • 5.001 Quick Note on User Interfaces
      • 5.002 Introduction00:24
      • 5.003 The UI Changes Often01:41
  • Section 1 Introduction to Keywords and Match Types
    • Lesson 1 - Introducing Keywords Part 1 Keyword Basics Keyword Organization 22:30
      • 1.001 Introducing Keywords Part 1 Keyword Basics Keyword Organization
      • 1.002 Introduction00:26
      • 1.003 Reminders01:19
      • 1.004 Search Query Intent01:49
      • 1.005 Search Sessions01:18
      • 1.006 Types of Keywords01:38
      • 1.007 Keyword Considerations00:50
      • 1.008 Do You Know Your Keywords01:56
      • 1.009 Search Query Frequency Length00:44
      • 1.010 Search Volume01:28
      • 1.011 Account Hierarchy01:48
      • 1.012 Defining Ad Groups01:43
      • 1.013 The Two Word Rule02:56
      • 1.014 Organizing Ad Groups02:25
      • 1.015 Post Launch Organization02:10
    • Lesson 2 - Introducing Keywords Part 2 The Long Tail Keyword Discovery 16:15
      • 2.001 Introducing Keywords Part 2 The Long Tail Keyword Discovery
      • 2.002 Introduction00:31
      • 2.003 The Long Tail01:15
      • 2.004 Why Consider Long Tail02:34
      • 2.005 Long Tail Ecommerce02:00
      • 2.006 Long Tail Doesn t Always Work01:50
      • 2.007 Expand Keywords Appropriately03:30
      • 2.008 Example Maternity Shirts00:57
      • 2.009 Finding Keywords00:55
      • 2.010 Recap02:43
    • Lesson 3 - Understanding Match Types 21:11
      • 3.001 Understanding Match Types
      • 3.002 Introduction00:14
      • 3.003 Reminders00:31
      • 3.004 Exact Match01:35
      • 3.005 Phrase Match01:41
      • 3.006 Broad Match01:52
      • 3.007 Modified Broad Match02:18
      • 3.008 Modified Broad Example Cake02:07
      • 3.009 Modified Broad Example Shoes02:06
      • 3.010 Match Type Organization01:23
      • 3.011 Which Match Types to Use03:09
      • 3.012 Recap04:15
    • Lesson 4 - Managing Search Queries Negative Keywords 33:10
      • 4.001 Managing Search Queries Negative Keywords
      • 4.002 Introduction00:20
      • 4.003 Negative Keyword Overview00:45
      • 4.004 Negative Keyword Match Types03:36
      • 4.005 Negative Keyword and Account Structure00:55
      • 4.006 Campaign Level Negatives04:37
      • 4.007 Before Adding Negatives01:40
      • 4.008 Ad Group Level Negatives02:08
      • 4.009 Pivot Tables02:12
      • 4.010 Cost Data01:35
      • 4.011 Match Type Organization03:58
      • 4.012 Examining Query Data01:56
      • 4.013 Aggregate Match Type Data01:26
      • 4.014 Search Query Flow Chart01:53
      • 4.015 Other Notes on Negative Keywords02:32
      • 4.016 Recap03:37
    • Lesson 5 - How to Add Keywords 16:37
      • 5.001 How to Add Keywords
      • 5.002 Introduction00:24
      • 5.003 Bing Ads Adding Keywords03:26
      • 5.004 Google AdWords Adding Keywords01:15
      • 5.005 Bing Ads Campaign Planner01:27
      • 5.006 Google AdWords Keyword Planner00:59
      • 5.007 Page Spidering Option02:52
      • 5.008 Forecasting02:58
      • 5.009 Desktop Editors01:33
      • 5.010 Recap01:43
    • Quiz
      • Quiz
  • Section 2 Writing Effective Ad Copy and Introduction to Landing Pages
    • Lesson 1 - Creating Compelling Ad Copy Part 1 Connecting Search Queries to Websites 32:04
      • 1.001 Creating Compelling Ad Copy Part 1 Connecting Search Queries to Websites
      • 1.002 Introduction00:24
      • 1.003 From Ad Copy to Websites00:34
      • 1.004 Searching for Answers01:24
      • 1.005 Unique Selling Proposition01:00
      • 1.006 Features Vs Benefits02:22
      • 1.007 The Buying Cycle00:50
      • 1.008 Instruct What to Do Next01:59
      • 1.009 Examine Search Results05:30
      • 1.010 Calls to Action Are Important02:59
      • 1.011 Anatomy of Ad Copy00:27
      • 1.012 Headline00:28
      • 1.013 Description Line 101:29
      • 1.014 Description Line 200:46
      • 1.015 Display URL02:45
      • 1.016 Mobile Preference02:22
      • 1.017 A Place to Start02:20
      • 1.018 Ad Copy02:32
      • 1.019 Recap01:53
    • Lesson 2 - Creating Compelling Ad Copy Part 2 Trademarks and Dynamic Insertion 19:55
      • 2.001 Creating Compelling Ad Copy Part 2 Trademarks and Dynamic Insertion
      • 2.002 Introduction00:06
      • 2.003 Trademarks01:45
      • 2.004 Are You Infringing03:28
      • 2.005 Submitting Trademarked Ads01:58
      • 2.006 Keyword Level Destination URLs00:50
      • 2.007 Microsoft adCenter Facebook01:21
      • 2.008 Dynamic Keyword Insertion01:41
      • 2.009 How DKI Works02:54
      • 2.010 Formatting Determines the Case02:30
      • 2.011 Ad Preview00:32
      • 2.012 DKI Will Not Magically Fix Everything00:31
      • 2.013 Where Should You Send Traffic02:19
    • Lesson 3 - Ad Extensions 21:30
      • 3.001 Ad Extensions
      • 3.002 Introduction00:33
      • 3.003 Ad Extension Overview00:17
      • 3.004 Location Extension03:28
      • 3.005 Call Extension05:09
      • 3.006 Social Extension02:03
      • 3.007 Sitelinks04:38
      • 3.008 App Extension00:32
      • 3.009 Review Extension01:20
      • 3.010 Ad Rank Extensions01:41
      • 3.011 Recap01:49
    • Lesson 4 - Landing Pages Where to Send Your PPC Traffic 26:54
      • 4.001 Landing Pages Where to Send Your PPC Traffic
      • 4.002 Introduction00:31
      • 4.003 Destination URLs01:14
      • 4.004 Google Analytics00:30
      • 4.005 What Visitors Think04:55
      • 4.006 Conventional Wisdom02:19
      • 4.007 Product Pages00:41
      • 4.008 Segmenting Users Until Action Occurs01:02
      • 4.009 Industry Does Not Matter00:50
      • 4.010 Segmentation Pages01:03
      • 4.011 You Should Not Search Again00:51
      • 4.012 Creating Dedicated PPC Landing Pages00:34
      • 4.013 Basic PPC Landing Page01:13
      • 4.014 Segmentation Pages02:07
      • 4.015 Reinforce Discount Codes01:51
      • 4.016 Reinforce Message02:26
      • 4.017 Not Perfection Clear Information02:27
      • 4.018 Recognize the Buying Cycle Length01:06
      • 4.019 Conclusion01:14
    • Lesson 5 - Ad Copy Testing 45:43
      • 5.001 Ad Copy Testing
      • 5.002 Introduction00:22
      • 5.003 Overview of Testing01:17
      • 5.004 Most Common Split Tests01:49
      • 5.005 How Long Do You Want to Test For01:15
      • 5.006 How Much Traffic and Conversion01:12
      • 5.007 Meet All 3 Requirements00:53
      • 5.008 Low Volume Accounts01:18
      • 5.009 Split Testing Ad Optimization01:16
      • 5.010 Ad Copy Testing02:04
      • 5.011 Test Pricing04:18
      • 5.012 Discounts Chart01:46
      • 5.013 Calls to Action04:21
      • 5.014 Questions02:34
      • 5.015 Testimonials01:16
      • 5.016 Negative Information01:32
      • 5.017 Dynamic Keyword Insertion00:25
      • 5.018 Rich Media Ad Testing03:09
      • 5.019 Everything Done Correctly01:24
      • 5.020 Testing01:03
      • 5.021 Commercial vs. Non-Commercial02:43
      • 5.022 Testing Test Ads00:56
      • 5.023 Split Testing Ad Copy - Measuring Results03:36
      • 5.024 Use Analytics for Engagement Metrics03:12
      • 5.025 Recap02:02
    • Quiz
      • Quiz
  • Section 3 Campaign Settings
    • Lesson 1 - Account Settings and UI Walkthrough 29:23
      • 1.001 Account Settings and UI Walkthrough
      • 1.002 Introduction00:31
      • 1.003 2 Types of Accounts01:50
      • 1.004 Access Levels00:45
      • 1.005 Single and Multiple Accounts01:16
      • 1.006 Campaign01:46
      • 1.007 General Campaign Settings04:17
      • 1.008 Scheduling Settings03:33
      • 1.009 All Online Campaigns03:59
      • 1.010 Placement Data01:47
      • 1.011 Customize02:14
      • 1.012 What You Want Your Account to Accomplish01:31
      • 1.013 Monitor Your Conversions01:36
      • 1.014 More Options02:25
      • 1.015 Microsoft adCenter00:42
      • 1.016 Conclusion01:11
    • Lesson 2 - Campaign Settings Part 1 Location and Language Targeting 36:04
      • 2.001 Campaign Settings Part 1 Location and Language Targeting
      • 2.002 Introduction00:32
      • 2.003 Location Targeting The Technology03:02
      • 2.004 Location Targeting The Implementation03:15
      • 2.005 Location Targeting Options Advanced and Country04:12
      • 2.006 Location Targeting Options Radius Extension Bulk Additions and Excluding04:05
      • 2.007 Reaching Most People in Geography04:09
      • 2.008 Writing Local Ads02:18
      • 2.009 Location Targeting Advanced Configuration03:21
      • 2.010 Geographic Targeting Think Locally02:22
      • 2.011 Case Study Cultural Differences Impact on CTR02:50
      • 2.012 AdWords Geographic Report02:51
      • 2.013 Google Trends01:25
      • 2.014 Conclusion01:42
    • Lesson 3 - Campaign Settings Part 2 Types Budget Reach 21:06
      • 3.001 Campaign Settings Part 2 Types Budget Reach
      • 3.002 Introduction00:20
      • 3.003 Campaign Types02:58
      • 3.004 Device Targeting00:39
      • 3.005 Manual CPC Bidding00:52
      • 3.006 Budget Optimizer Enhanced Bidding01:37
      • 3.007 CPA Bidding CPM01:50
      • 3.008 Daily Budget Shared Budget01:28
      • 3.009 Delivery Method01:21
      • 3.010 Ad Scheduling02:27
      • 3.011 Ad Delivery01:50
      • 3.012 Ad Rotation Settings02:40
      • 3.013 Recap03:04
    • Quiz
      • Quiz
  • Section 4 Conversion Tracking Bidding and Reporting
    • Lesson 1 - Setting and Measuring Goals 20:13
      • 1.001 Setting and Measuring Goals
      • 1.002 Introduction00:18
      • 1.003 Setting Marketing Goals01:28
      • 1.004 Set Your Goals02:39
      • 1.005 Measuring Goals01:49
      • 1.006 Important Numbers01:35
      • 1.007 Tracking Goals03:24
      • 1.008 adCenter Conversion Tracking01:12
      • 1.009 Thank You Page Codes02:49
      • 1.010 Tracking Other Paid Search Sites03:52
      • 1.011 Conclusion01:07
    • Lesson 2 - ROAS Conversion Setting Initial Bids 30:54
      • 2.001 ROAS Conversion Setting Initial Bids
      • 2.002 Introduction00:26
      • 2.003 Examining the Metrics03:34
      • 2.004 Calculating Profit and ROAS03:35
      • 2.005 What Makes a Conversion01:25
      • 2.006 Simple Email Capture00:57
      • 2.007 Simple Complex Whitepaper Download01:31
      • 2.008 Lead Generation01:11
      • 2.009 Expensive Low Cost Ecommence01:06
      • 2.010 Local Service Companies01:36
      • 2.011 Estimating Initial Conversion Rates00:34
      • 2.012 Affiliates01:49
      • 2.013 Ad Group Keyword Bids01:11
      • 2.014 Calculating Initial Bids by ROAS02:26
      • 2.015 Revenue Per Click00:54
      • 2.016 Calculating Initial Bids by Revenue Per Click02:30
      • 2.017 Adwords Keyword Tool02:10
      • 2.018 AdWords Traffic Estimator01:10
      • 2.019 Recap02:44
      • 2.020 Thank You00:05
    • Lesson 3 - Effective Bid Strategies Part 1 Bidding Options 21:00
      • 3.001 Effective Bid Strategies Part 1 Bidding Options
      • 3.002 Introduction00:16
      • 3.003 Bidding Options00:40
      • 3.004 Max CPC Bidding01:00
      • 3.005 Budget Optimizer01:36
      • 3.006 What Is Your Keyword s Value01:14
      • 3.007 PPC Account Structure01:51
      • 3.008 Set Interaction Goals Analytics02:26
      • 3.009 Enhanced CPC Bidding04:01
      • 3.010 CPA Bidding03:09
      • 3.011 Flexible Bidding03:25
      • 3.012 Bidding Comparison Chart01:22
    • Lesson 4 - Effective Bid Strategies Part 2 Setting Bids 22:15
      • 4.001 Effective Bid Strategies Part 2 Setting Bids
      • 4.002 Introduction00:06
      • 4.003 Bid Modifiers04:09
      • 4.004 Location Bid Modifiers03:02
      • 4.005 Ad Scheduling Bid Modifiers02:06
      • 4.006 Ad Scheduling Advanced02:52
      • 4.007 Ad Scheduling B2B Case03:53
      • 4.008 Device Bid Modifiers03:09
      • 4.009 Bidding Recap02:54
      • 4.010 Thank You00:04
    • Lesson 5 - How to Extract Valuable Data 16:49
      • 5.001 How to Extract Valuable Data
      • 5.002 Introduction00:36
      • 5.003 Online Campaigns02:27
      • 5.004 Filters and Segments02:58
      • 5.005 Ad Groups Data03:47
      • 5.006 Dimensions Data01:48
      • 5.007 Geographic Data01:06
      • 5.008 Display Data01:34
      • 5.009 Recap02:23
      • 5.010 Thank You00:10
    • Quiz
      • Quiz
  • Section 5 The Content Display Network
    • Lesson 1 - PPC Introduction to Display Advertising 28:30
      • 1.001 PPC Introduction to Display Advertising
      • 1.002 Introduction00:21
      • 1.003 Search Vs. Display03:52
      • 1.004 Smart Pricing02:31
      • 1.005 Campaign Settings and Bidding01:28
      • 1.006 Keywords for Display Targeting04:09
      • 1.007 Topic Targeting01:34
      • 1.008 Interest Targeting01:43
      • 1.009 Remarketing02:53
      • 1.010 Automatic Placements01:07
      • 1.011 Managed Placements02:37
      • 1.012 Buying Cycle Based upon Targeting Types02:12
      • 1.013 Flexible Targeting00:58
      • 1.014 Recap03:01
      • 1.015 Thank you00:04
    • Lesson 2 - Advanced Display Targeting Part 1 Advanced Targeting Options 20:14
      • 2.001 Advanced Display Targeting Part 1 Advanced Targeting Options
      • 2.002 Introduction00:23
      • 2.003 Basic Targeting01:10
      • 2.004 Flexible Reach03:44
      • 2.005 Good Combinations06:46
      • 2.006 Excluding Inventory08:11
    • Lesson 3 - Advanced Display Targeting Part 2 Taking Action 21:21
      • 3.001 Advanced Display Targeting Part 2 Taking Action
      • 3.002 Introduction00:23
      • 3.003 Display Campaign Structure02:51
      • 3.004 A Simple Workflow00:45
      • 3.005 Using Google Analytics02:26
      • 3.006 Display Campaign Optimizer03:28
      • 3.007 Cost per Impression Bid Method03:16
      • 3.008 Getting Started05:09
      • 3.009 Every Campaign Setting Applies01:38
      • 3.010 Recap01:25
    • Lesson 4 - Image and Video Ads 19:18
      • 4.001 Image and Video Ads
      • 4.002 Introduction00:29
      • 4.003 Rich Media Ads01:30
      • 4.004 Image Ads04:01
      • 4.005 Creating Image Ads05:13
      • 4.006 Video Ads03:16
      • 4.007 Opening Images01:51
      • 4.008 Play Rates and Bidding01:28
      • 4.009 Recap01:30
    • Lesson 5 - Remarketing 33:54
      • 5.001 Remarketing
      • 5.002 Introduction00:24
      • 5.003 Overview of Remarketing01:08
      • 5.004 Using Google Analytics for Remarketing02:37
      • 5.005 Using AdWords Script for Remarketing03:37
      • 5.006 Determining Lists01:19
      • 5.007 List Segmentation06:28
      • 5.008 Ecommerce Example04:54
      • 5.009 Creating Audiences in AdWords01:36
      • 5.010 The Ads Landing Pages03:45
      • 5.011 Frequency Cap01:07
      • 5.012 Case Study for Segmentation04:16
      • 5.013 Recap02:38
      • 5.014 Thank You00:05
    • Quiz
      • Quiz
  • Section 6 Account Organization
    • Lesson 1 - Ad Group Organization 36:47
      • 1.001 Ad Group Organization
      • 1.002 Introduction00:18
      • 1.003 Ad Group Organization Intro01:22
      • 1.004 Initial Keyword Research02:02
      • 1.005 Does Keyword Fit Both00:49
      • 1.006 Ad Group Organization01:06
      • 1.007 Organization for Large Accounts01:12
      • 1.008 Include Your Brands01:21
      • 1.009 List Your Modifiers01:07
      • 1.010 Mix Keywords00:54
      • 1.011 Result Lots of Keywords02:56
      • 1.012 Scaling Ad Copy02:57
      • 1.013 There are Tools01:29
      • 1.014 Large Accounts Landing Pages03:00
      • 1.015 Mobile Keyword Organization02:19
      • 1.016 Using Negatives for Organization02:54
      • 1.017 Organizing by Match Type02:48
      • 1.018 Restricting Match Types by Ad Group03:30
      • 1.019 Restricting Match Types by Campaigns02:13
      • 1.020 Recap02:25
      • 1.021 Thank You00:05
    • Lesson 2 - Campaign Organization 29:46
      • 2.001 Campaign Organization
      • 2.002 Introduction00:23
      • 2.003 What Creates a Conversion02:34
      • 2.004 Goals and Budget03:53
      • 2.005 Getting Started with Campaigns01:27
      • 2.006 Geographic Campaigns03:44
      • 2.007 CPC vs. CPA Bidding02:18
      • 2.008 Mobile Campaigns01:18
      • 2.009 Mobile Bidding02:13
      • 2.010 Growing Campaign Complexity01:05
      • 2.011 Ad Scheduling02:10
      • 2.012 Organizing Around Budgets01:39
      • 2.013 Complex Organization01:38
      • 2.014 Think Through Complex Goals02:44
      • 2.015 Insights Drive Organization00:51
      • 2.016 Recap01:43
      • 2.017 Thank You00:06
    • Lesson 3 - Working with Multiple Accounts 12:15
      • 3.001 Working with Multiple Accounts
      • 3.002 Introduction00:24
      • 3.003 My Client Center02:21
      • 3.004 MCC Access Levels02:29
      • 3.005 Manager Defined Spend01:29
      • 3.006 Adwords Adwords Editor01:15
      • 3.007 AdWords Bulk Editing01:09
      • 3.008 AdWords API00:57
      • 3.009 Recap02:06
      • 3.010 Thank You00:05
    • Quiz
      • Quiz
  • Section 7 Quality Score
    • Lesson 1 - Introduction to Quality Score 29:53
      • 1.001 Introduction to Quality Score
      • 1.002 Introduction00:24
      • 1.003 Quality Score Overview01:13
      • 1.004 Ad Rank Background01:16
      • 1.005 Ad Rank Formula02:58
      • 1.006 Ad Rank Illustrated05:09
      • 1.007 Quality Score Financials01:46
      • 1.008 Viewing Quality Score Data00:39
      • 1.009 Quality Score Factors04:56
      • 1.010 Landing Page Spiderability04:25
      • 1.011 Landing Page Relevance01:03
      • 1.012 Landing Page Transparency01:39
      • 1.013 Landing Page Navigation01:14
      • 1.014 Landing Page Load Time01:23
      • 1.015 Recap01:48
    • Lesson 2 - Working with Quality Score Part 1 19:29
      • 2.001 Working with Quality Score Part 1
      • 2.002 Introduction00:25
      • 2.003 Quality Score Ranges05:19
      • 2.004 Diagnosing Where to Start03:41
      • 2.005 Increasing Quality Scores01:48
      • 2.006 Testing Ideas Ad Type and Serve Rate03:56
      • 2.007 Testing Ideas Device Type and Relevance04:15
      • 2.008 Thank You00:05
    • Lesson 3 - Working with Quality Score Part 2 24:53
      • 3.001 Working with Quality Score Part 2
      • 3.002 Introduction00:08
      • 3.003 Landing Page Issues04:22
      • 3.004 Ignore QS Minimum Impressions01:57
      • 3.005 Ignore QS Word Variations01:58
      • 3.006 Ignore QS Industry02:30
      • 3.007 Outliers in Quality Score01:55
      • 3.008 Bing Quality Score02:43
      • 3.009 Balancing Quality Score with Revenue03:40
      • 3.010 Where Should You Focus03:01
      • 3.011 Recap02:39
    • Lesson 4 - Pivot Tables and Quality Score 13:05
      • 4.001 Pivot Tables and Quality Score
      • 4.002 Introduction00:27
      • 4.003 Creating Pivot Tables08:09
      • 4.004 Managing Your Low Quality Scores02:11
      • 4.005 See How You re Doing Overall02:18
    • Quiz
      • Quiz
  • Section 8 Creating Your Account Strategy and Launching and Monitoring Accounts
    • Lesson 1 - Creating Launching and Managing a PPC Account Part 1 23:18
      • 1.001 Creating Launching and Managing a PPC Account Part 1
      • 1.002 Introduction00:18
      • 1.003 Planning the Account02:11
      • 1.004 Researching for the Account01:48
      • 1.005 Determine the Basics of the Account02:11
      • 1.006 Creating the Account02:47
      • 1.007 Finishing Keyword Research03:07
      • 1.008 The Double Check Before Launch01:56
      • 1.009 Launching the Account02:25
      • 1.010 Optimizing the Account02:43
      • 1.011 Examine Ad Landing Page Tests01:50
      • 1.012 Bid Modifiers01:54
      • 1.013 Thank You00:08
    • Lesson 2 - Creating Launching and Managing a PPC Account Part 2 26:55
      • 2.001 Creating Launching and Managing a PPC Account Part 2
      • 2.002 Introduction00:13
      • 2.003 Analyzing Types of Ad Groups03:17
      • 2.004 Adjusting AdWords Bids02:28
      • 2.005 Ad Group Labels01:29
      • 2.006 Determining Ad Labels01:41
      • 2.007 Conversion Funnels02:07
      • 2.008 Long Sales Cycle Conversion Funnels03:37
      • 2.009 Project Management04:01
      • 2.010 Project Management Fitting in Non-Essential Goals02:27
      • 2.011 Choosing Project Managment Software03:30
      • 2.012 Recap02:00
      • 2.013 Thank You00:05
    • Lesson 3 - Strategy Documentation Implementation 22:13
      • 3.001 Strategy Documentation Implementation
      • 3.002 Introduction00:22
      • 3.003 Strategy Documentation02:55
      • 3.004 Interview Business and Marketing Overview02:21
      • 3.005 Interview Buying Cycle01:04
      • 3.006 Interview Marketing Details02:01
      • 3.007 Interview Budget Planning02:04
      • 3.008 Interview Website Graphics01:25
      • 3.009 Interview Reporting01:27
      • 3.010 Marketing Plan Brief Initial Build03:09
      • 3.011 Marketing Plan Launch Monitoring01:50
      • 3.012 Launching Monitoring the Account01:02
      • 3.013 Recap02:33
  • Section 9 Testing and Advanced Landing Page Strategy
    • Lesson 1 - Landing Page Testing 31:09
      • 1.001 Landing Page Testing
      • 1.002 Introduction00:18
      • 1.003 Where to Send Traffic01:33
      • 1.004 Informational Queries01:38
      • 1.005 Local Business Queries01:03
      • 1.006 Narrow Theme Sites01:41
      • 1.007 Ambiguous Queries01:16
      • 1.008 Product Queries02:31
      • 1.009 Brand Searches00:52
      • 1.010 Thank You Pages00:58
      • 1.011 Test Homepages00:53
      • 1.012 Testing Category Conversion Pages00:44
      • 1.013 Segmentation Pages04:40
      • 1.014 Video Testing05:26
      • 1.015 Two Ways to Test Pages04:08
      • 1.016 Don t Design by Committee01:25
      • 1.017 Recap02:03
    • Lesson 2 - Advanced Testing Techniques 25:05
      • 2.001 Advanced Testing Techniques
      • 2.002 Introduction00:21
      • 2.003 Controlling Risk01:16
      • 2.004 AdWords Campaign Experiments13:41
      • 2.005 What Makes a Conversion01:01
      • 2.006 Landing Page Testing02:40
      • 2.007 Low Volume Ad Copy Writing01:27
      • 2.008 Combine and Analyze Data in Pivot Tables02:06
      • 2.009 Recap02:33
    • Lesson 3 - Building the Perfect Landing Page 41:52
      • 3.001 Building the Perfect Landing Page
      • 3.002 Introduction03:06
      • 3.003 How To Get There01:37
      • 3.004 Have A Structured Approach02:52
      • 3.005 Identify Your Conversion Problem02:54
      • 3.006 Don t Slice and Dice03:01
      • 3.007 Testing Is About Motivating03:12
      • 3.008 3 Types of Landing Pages04:39
      • 3.009 Case Studies03:05
      • 3.010 The 5 Dimensions01:09
      • 3.011 Case Studies06:17
      • 3.012 What Are The Variables00:45
      • 3.013 Buttons04:28
      • 3.014 Forms01:07
      • 3.015 Hyperlinks01:25
      • 3.016 The Purple Elephant02:09
      • 3.017 Thank You00:06
  • Section 10 Tools and Other Networks
    • Lesson 1 - Save Time with AdWords Editor and Excel 30:30
      • 1.001 Save Time with AdWords Editor and Excel
      • 1.002 Introduction00:28
      • 1.003 Intro to AdWords Editor01:42
      • 1.004 AdWords Accounts03:08
      • 1.005 Leaving Comments in the Editor00:41
      • 1.006 Making Mass Changes to Bids04:42
      • 1.007 Creating Ad Copy04:29
      • 1.008 Apply the Templates06:25
      • 1.009 Checking for Max Number of Characters03:47
      • 1.010 Uploading From the Editor01:21
      • 1.011 Exporting Accounts00:50
      • 1.012 Conclusion02:57
  • PPC Practitioner Test
    • Quiz
      • Quiz
  • Display Advertising
    • Lesson 1 - Display Advertising: The Digital Customer 10:26
      • 1.1 Overview
      • 1.2 Introduction00:12
      • 1.3 The Digital Consumer00:45
      • 1.4 Accepted Fact #100:35
      • 1.5 Accepted Fact #200:27
      • 1.6 Search Marketing00:53
      • 1.7 Primary Influence to Purchase01:01
      • 1.8 Online Ads01:13
      • 1.9 Accepted Fact #301:23
      • 1.10 Searches01:18
      • 1.11 Relevancy01:58
      • 1.12 Relevancy Increases Conversions00:34
      • 1.13 Thank You00:07
      • Quiz
    • Lesson 2 - Display Advertising: Defining Display Advertising 09:06
      • 2.1 Overview
      • 2.2 Introduction00:11
      • 2.3 Display Ads and Banner Blindness01:02
      • 2.4 Text Ads00:50
      • 2.5 Leaderboard and Rectangle Ads00:43
      • 2.6 Billboard Ads00:49
      • 2.7 Sidekick Ads00:39
      • 2.8 Filmstrip Ads00:45
      • 2.9 Medium Rectangle Ads00:35
      • 2.10 Pushdown Ads01:05
      • 2.11 Interstitial Ads00:24
      • 2.12 In-Banner Video: Billboard00:53
      • 2.13 IAB00:57
      • 2.14 Thank You00:13
      • Quiz
    • Lesson 3 - Display Advertising: Targeting Display Advertising 14:56
      • 3.1 Overview
      • 3.2 Introduction00:10
      • 3.3 Targeting00:55
      • 3.4 Relevancy00:57
      • 3.5 Contextual Advertising03:04
      • 3.6 Intent of User02:33
      • 3.7 Retargeting01:26
      • 3.8 Two Types of Display Ads01:27
      • 3.9 Behavioral Targeting01:48
      • 3.10 Addressable Targeting01:38
      • 3.11 Privacy vs Relevance00:58
      • Quiz
    • Lesson 4 - Display Advertising: How to Track Cookies 13:40
      • 4.1 Overview
      • 4.2 Introduction00:23
      • 4.3 How Data is Developed02:41
      • 4.4 Types of Cookies01:45
      • 4.5 How It Works02:27
      • 4.6 What Happens Next02:42
      • 4.7 The Funnel01:02
      • 4.8 Retargeting02:15
      • 4.9 Thank You00:25
      • Quiz
    • Lesson 5 - Display Advertising: Ad Creative 13:04
      • 5.1 Overview
      • 5.2 Introduction00:18
      • 5.3 Levels of Advertising02:46
      • 5.4 Relevency Review00:49
      • 5.5 Retargeting01:55
      • 5.6 Behavioral Targeting00:58
      • 5.7 DMP01:15
      • 5.8 Addressability01:48
      • 5.9 Ad Optimization01:33
      • 5.10 What We've Learned01:30
      • 5.11 Thank You00:12
      • Quiz
    • Lesson 6 - Display Advertising: The Players 10:54
      • 6.1 Overview
      • 6.2 Introduction00:23
      • 6.3 The Players, Advertisers, and Publishers00:44
      • 6.4 Ads on your Site00:43
      • 6.5 Ads Example00:37
      • 6.6 Behavior and Ads00:40
      • 6.7 Relationships Between Technology01:18
      • 6.8 Agencies01:45
      • 6.9 Ad Networks01:02
      • 6.10 Ad Exchanges00:58
      • 6.11 DSP01:14
      • 6.12 Browsing Behavior01:16
      • 6.13 Thank You00:14
      • Quiz
    • Lesson 7 - Display Advertising: How it all Works 09:52
      • 7.1 Overview
      • 7.2 Introduction00:22
      • 7.3 Ad Networks00:22
      • 7.4 Ad Exchanges00:39
      • 7.5 Demand Side Platform02:34
      • 7.6 Some Different Views02:22
      • 7.7 Advantages03:33
    • Lesson 8 - Display Advertising: Follow the Money 13:36
      • 8.1 Overview
      • 8.2 Introduction00:10
      • 8.3 Follow the money00:50
      • 8.4 CPM01:38
      • 8.5 Cost per click01:11
      • 8.6 Cost per sale02:09
      • 8.7 Using CPA model02:26
      • 8.8 Dynamic Cost Per Mille04:46
      • 8.9 Conclusion00:26
      • Quiz
  • Free Course
    Advanced Content Marketing
    • Section 1 : Introduction to Content Marketing 44:59
      • 1.1 Introduction00:56
      • 1.2 What's In It For Me01:18
      • 1.3 What Is Content Marketing02:26
      • 1.4 How to Become a Best-in-Class Content Marketer01:23
      • 1.5 Becoming an Effective Content Marketer - 102:49
      • 1.6 Becoming an Effective Content Marketer - 203:36
      • 1.7 Becoming an Effective Content Marketer - 301:36
      • 1.8 Becoming an Effective Content Marketer - 402:04
      • 1.9 Becoming an Effective Content Marketer - 503:26
      • 1.10 Becoming an Effective Content Marketer - 602:30
      • 1.11 Becoming an Effective Content Marketer - 701:31
      • 1.12 Becoming an Effective Content Marketer - 801:41
      • 1.13 Becoming an Effective Content Marketer - 901:42
      • 1.14 Becoming an Effective Content Marketer - 1001:42
      • 1.15 Becoming an Effective Content Marketer - 1101:30
      • 1.16 Becoming an Effective Content Marketer - 1202:51
      • 1.17 Becoming an Effective Content Marketer - 1301:53
      • 1.18 Becoming an Effective Content Marketer - 1403:15
      • 1.19 Becoming an Effective Content Marketer - 1503:26
      • 1.20 Becoming an Effective Content Marketer - 1602:16
      • 1.21 Key Takeaways01:08
      • Quiz: Introduction to Content Marketing
    • Section 2 : Developing a Vision of Content Marketing Success 33:23
      • 2.1 Introduction00:19
      • 2.2 What's In It For Me00:59
      • 2.3 Vision for Successful Content Marketing02:17
      • 2.4 The Michelin Guide Story08:10
      • 2.5 Hindustan Unilever05:23
      • 2.6 Volvo Trucks07:16
      • 2.7 Dell's Take It Easy06:17
      • 2.8 Key Takeaways02:42
      • Quiz: Developing a Vision of Content Marketing Success
    • Section 3 : Developing a Business Case for Content Marketing 51:10
      • 3.1 Introduction00:28
      • 3.2 What's In It For Me00:42
      • 3.3 Content Marketing Budget01:33
      • 3.4 Objectives and Key Performance Indicators (KPIs)12:25
      • 3.5 Challenges and Impact10:45
      • 3.6 Best Practices10:40
      • 3.7 Benefits and Financial Impact06:26
      • 3.8 Build your Business Case02:56
      • 3.9 Compare the Value of Content Marketing03:21
      • 3.10 Key Takeaways01:54
      • Quiz: Developing a Business Case for Content Marketing
    • Project 1 : Developing a Business Case for Content Marketing
      • Developing the business case for content marketing
    • Section 4 : Creating a Successful Content Marketing Strategy 50:13
      • 4.1 Introduction00:16
      • 4.2 What's In It For Me01:15
      • 4.3 Creating a Successful Content Marketing Strategy03:23
      • 4.4 Model for Creating a Successful Content Marketing Strategy08:00
      • 4.5 Content Marketing Strategy - Two-Step Model08:29
      • 4.6 Two Step Model - First Phase14:22
      • 4.7 Two-Step Model - Second Phase10:03
      • 4.8 Benefit of Two-Step flow Model02:03
      • 4.9 Key Takeaways02:22
      • Quiz: Creating a Successful Content Marketing Strategy
    • Section 5 : Creating a Remarkable Editorial Mission Statement 37:05
      • 5.1 Introduction00:20
      • 5.2 What's In It For Me00:44
      • 5.3 Editorial Mission Statements12:21
      • 5.4 Create Remarkable Content06:53
      • 5.5 Top Global Ad Campaigns07:49
      • 5.6 Remarkable Editorial Mission Statement07:30
      • 5.7 Key Takeaways01:28
      • Quiz: Creating a Remarkable Editorial Mission Statement
    • Section 6 : Targeting Customer Intent Instead of Demographics 34:28
      • 6.1 Introduction00:17
      • 6.2 What's In It For Me00:45
      • 6.3 Target Intent over Demographic02:46
      • 6.4 Target Customers on Mobile Devices04:56
      • 6.5 Target Intent on YouTube03:46
      • 6.6 Know Your Customers' Intent10:23
      • 6.7 Have a Mobile-friendly Website01:47
      • 6.8 Video are Preferred Over Text08:11
      • 6.9 Key Takeaways01:37
      • Quiz: Target Customer Intent Instead of Demographics
    • Section 7 : Targeting Key Influencers 36:58
      • 7.1 Introduction00:18
      • 7.2 What's In It For Me00:43
      • 7.3 Importance Of Influencer Marketing07:14
      • 7.4 Process Of Augmenting With Influencers20:27
      • 7.5 Case Study—Orange France06:03
      • 7.6 Key Takeaways02:13
      • Quiz: Targeting Key Influencers
    • Project 2 : Targeting Key Influencers Who Influence Your Customers
      • Targeting key influencers who influence your customers
    • Section 8 : Producing Help, Hub, and Hero Content Consistently 27:46
      • 8.1 Introduction00:24
      • 8.2 What's In It For Me00:46
      • 8.3 Help Content09:11
      • 8.4 Hub Content07:45
      • 8.5 Hero Content08:43
      • 8.6 Key Takeaways00:57
      • Quiz: Produce Help Hub and Hero Content Consistently
    • Section 9 : Producing Engaging Content More Frequently 24:41
      • 9.1 Introduction00:22
      • 9.2 What's In It For Me00:44
      • 9.3 Producing Engaging Content03:24
      • 9.4 Engagement Through Video and Text03:49
      • 9.5 Text Vs Video03:51
      • 9.6 What to Seek08:38
      • 9.7 Checklist - When to Use Video or Text02:28
      • 9.8 Key Takeaways01:25
      • Quiz: Producing Engaging Content More Frequently
    • Section 10 : Using Effective B2C and B2B Content Marketing Tactics 1:19:21
      • 10.1 Introduction00:24
      • 10.2 What's In It For Me01:29
      • 10.3 B2C and B2B Content Marketing Tactics—Usage02:51
      • 10.4 B2C and B2B Content Marketing Tactics—Effectiveness01:34
      • 10.5 Email Newsletters04:33
      • 10.6 In-person Events04:00
      • 10.7 Illustrations/Photos03:14
      • 10.8 Social Media content07:11
      • 10.9 Infographics02:41
      • 10.10 Videos—B2C03:17
      • 10.11 Videos—B2B02:56
      • 10.12 Online Presentations03:21
      • 10.13 Microsites03:13
      • 10.14 Website Articles02:56
      • 10.15 Blogs02:40
      • 10.16 Webinars02:45
      • 10.17 Case Studies02:15
      • 10.18 Mobile Apps03:08
      • 10.19 Print Magazines03:10
      • 10.20 Digital Magazines01:40
      • 10.21 Books03:37
      • 10.22 Podcasts02:04
      • 10.23 White Papers03:58
      • 10.24 Research Reports02:32
      • 10.25 E-Books02:20
      • 10.26 Branded Content Tools01:39
      • 10.27 Virtual Conferences02:11
      • 10.28 Key Takeaways01:42
      • Quiz: Use Effective B2C and B2B Content Marketing Tactics
    • Project 3 : Using Effective B2C and B2B Content Marketing Tactics
      • Using effective B2C and B2B content marketing tactics
    • Section 11 : Building Successful B2C and B2B Social Media Platforms 1:10:20
      • 11.1 Introduction00:18
      • 11.2 What's In It For Me01:07
      • 11.3 Social Media Platforms02:59
      • 11.4 Facebook15:22
      • 11.5 LinkedIn15:02
      • 11.6 YouTube05:47
      • 11.7 YouTube - Create Great Content08:26
      • 11.8 YouTube - Develop a Programming Strategy11:09
      • 11.9 Twitter08:12
      • 11.10 Key Takeaways01:58
      • Quiz: Building Successful B2C and B2B Social Media Platforms
    • Section 12 : Helping Customers find the Information They Seek 54:47
      • 12.1 Introduction00:17
      • 12.2 What's In It For Me00:47
      • 12.3 Optimizing Your Content For Your Web Site03:45
      • 12.4 Creating A Google-friendly Web Site11:15
      • 12.5 Optimizing Web Pages For Keywords12:38
      • 12.6 Optimizing Video Content06:37
      • 12.7 Micro-moments17:46
      • 12.8 Key Takeaways01:42
      • Quiz: Helping Customers find the Information They Seek
    • Section 13 : Helping Key Influencers Impact the Buyer’s Decision-Making Process 37:28
      • 13.1 Introduction00:20
      • 13.2 What's In It For Me00:53
      • 13.3 Influencing the Influencers04:12
      • 13.4 Schmooze Optimization02:57
      • 13.5 Nurture Key Relationships01:46
      • 13.6 Example - WineWorld03:00
      • 13.7 Four Key Influencers03:16
      • 13.8 Engaging Digital Presence01:36
      • 13.9 Keys to Success05:04
      • 13.10 Work together with influencers02:55
      • 13.11 GE with influential YouTube creators04:52
      • 13.12 Creations in support with GE05:21
      • 13.13 Key Takeaways01:16
      • Quiz: Help Key Influencers Impact the Buyers Decision-Making Process
    • Project 4 : Helping Key Influencers Impact the Buyer’s Decision-Making Process
      • Helping key influencers impact the buyer’s decision-making process
    • Section 14 : Measuring Content Effectiveness 48:22
      • 14.1 Introduction00:23
      • 14.2 What's In It For Me00:59
      • 14.3 Sales and Sales Lead Quality01:03
      • 14.4 Touchpoints in the Customer Journey01:12
      • 14.5 Turning Touchpoints into Quality Leads or Sales04:12
      • 14.6 Focus on the Right Metrics11:51
      • 14.7 Value Your Best Customer05:21
      • 14.8 Attribute Value Across the Journey14:03
      • 14.9 Prove Marketing Impact06:50
      • 14.10 Key Takeaways02:28
      • Quiz: Measuring Content Effectiveness
    • Section 15 : Measuring Return on Marketing Investment 38:41
      • 15.1 Introduction00:24
      • 15.2 What's In It For Me 00:52
      • 15.3 Return on Marketing Investment06:21
      • 15.4 The Power of the Press Release07:23
      • 15.5 Test 1 - ROMI Revisited08:29
      • 15.6 Test 2 - Impact of a Budget Cut06:20
      • 15.7 Test 3 - Impact of Using Multimedia07:24
      • 15.8 Key Takeaways01:28
      • Quiz: Measuring Return on Marketing Investment
    • Section 16 : Improving by Experimenting With New Initiatives 27:21
      • 16.1 Introduction00:22
      • 16.2 What's In It For Me00:44
      • 16.3 Creating Engaging Content14:56
      • 16.4 What is Effective and What is Not09:33
      • 16.5 Key Takeaways01:46
      • Quiz: Improving by Experimenting With New Initiatives
    • Section 17 : Improving Effectiveness by Becoming More Sophisticated or Mature 41:05
      • 17.1 Introduction00:21
      • 17.2 What's In It For Me00:52
      • 17.3 Content Marketing Maturity07:08
      • 17.4 Get Value from Editorial Meetings09:15
      • 17.5 Content Marketing in Organizations04:33
      • 17.6 Content Marketing with SEO and Social Media04:55
      • 17.7 Leverage Paid Advertising02:48
      • 17.8 Sophisticated Content Marketers03:38
      • 17.9 Analytics Tips05:46
      • 17.10 Key Takeaways01:49
      • Quiz: Improve Effectiveness by Becoming More Sophisticated or Mature
    • Section 18 : Content Marketing in the Foreseeable Future 48:55
      • 18.1 Introduction00:15
      • 18.2 What's In It For Me00:45
      • 18.3 Content Marketing Forecast02:48
      • 18.4 Impact on Content Marketing Strategy01:07
      • 18.5 Video Sharing Platforms—Audience Segments01:39
      • 18.6 Video Sharing Platforms—Content Genres00:57
      • 18.7 YouTube vs Facebook05:10
      • 18.8 YouTube Best Practices—Part 108:26
      • 18.9 YouTube Best Practices—Part 210:07
      • 18.10 Virtual Reality04:38
      • 18.11 Facebook Best Practices04:45
      • 18.12 Instagram and Twitter Best Practices05:36
      • 18.13 Key Takeaways02:42
      • Quiz: Content Marketing in the Foreseeable Future
    • Project 5 : Improving by Becoming More Sophisticated or Mature
      • Improving by becoming more sophisticated or mature
  • Free Course
    Advanced Website Conversion Rate Optimization
    • Section 1 : Introduction to Website Conversion Rate Optimization 19:51
      • 1 Introduction to Website Conversion Rate Optimization19:51
      • 2 Quiz
    • Section 2 : Conversion Planning 1:03:13
      • 1 Three Steps to Increase Conversion08:36
      • 2 Developing an Optimization Framework24:27
      • 3 Getting to Know the Four Key Personas12:00
      • 4 Planning with Personas18:10
      • 5 Quiz
    • Project 1 : Evaluating / Planning the website
      • Evaluating / Planning the website
    • Section 3 : The Design Concepts of Conversion 45:14
      • 1 Designing for Conversion09:46
      • 2 Building the Perfect Landing Page16:51
      • 3 Designing for Mobile10:42
      • 4 The 2 Minute Visitor07:55
      • 5 Quiz
    • Section 4 : Creating Conversion Structure 24:44
      • 1 Discovering The Testing Cycle09:01
      • 2 Eye Tracking Heatmaps and Visual Clarity08:55
      • 3 Website Conversion Rate Optimization Toolbox06:48
      • 4 Quiz
    • Project 2 : Designing the website
      • Designing the website
    • Section 5 : Gaining Momentum 24:36
      • 1 Building Your Credibility06:29
      • 2 All About Us05:51
      • 3 Build a Consistent Trail07:04
      • 4 Attention Interest Desire Action Satisfaction (AIDAS)05:12
      • 5 Quiz
    • Section 6 : Starting the Conversation 23:47
      • 1 Optimizing your Web Copy07:43
      • 2 The Voice of the Customer03:56
      • 3 Improving Blog Conversions06:39
      • 4 Getting Email Marketing Right05:29
      • 5 Quiz
    • Project 3 : Producing the content for the website
      • Producing the content for the website
    • Section 7 : Web Analytics Analysis and Measurement 18:39
      • 1 Analytics and Optimization08:01
      • 2 Working with KPI10:38
      • 3 Quiz
    • Section 8 : Taking Action and Optimizing your Product 28:43
      • 1 Converting with Social Media Trends06:42
      • 2 Dealing with Shopping Cart Abandonment10:24
      • 3 The Key Elements of Any Product Page11:37
      • Quiz
    • Project 4 : Engaging with the customer
      • Engaging with the customer
    • Section 9 : Conversion with PPC 09:34
      • 1 Conversion with PPC09:34
      • 2 Quiz
    • Project 5 : Running a PPC campaign
      • Running a PPC campaign
  • Free Course
    PPC Foundations
    • Lesson 00 - Course Introduction 00:35
      • Course Introduction00:35
    • Lesson 01 - Introduction to Pay Per Click 23:14
      • 1.1 Introduction00:36
      • 1.2 Defining Paid Search Advertising07:25
      • 1.3 How PPC Works for Various Business Types08:33
      • 1.4 Advantages of PPC03:18
      • 1.5 The Three Rs of PPC02:24
      • 1.6 Key Takeaways00:58
      • Quiz
    • Lesson 02 - Psychology of Search 15:32
      • 2.1 Introduction00:42
      • 2.2 The Search Process06:08
      • 2.3 How Ads and Landing Pages04:18
      • 2.4 Aligning Goals for Successful Search03:29
      • 2.5 Key Takeaways00:55
      • Quiz
    • Lesson 03 - Account Hierarchy 11:28
      • 3.1 Introduction00:31
      • 3.2 Hierarchy of a PPC account02:33
      • 3.3 Campaign Settings02:06
      • 3.4 Structuring of Ad Groups05:31
      • 3.5 Key Takeaways00:47
      • Quiz
    • Lesson 04 - Search Ads and Keyword Targeting 39:41
      • 4.1 Introduction00:31
      • 4.2 How to Create a Compelling Search Ad15:21
      • 4.3 How Keywords and Search Queries Work Together23:02
      • 4.4 Key Takeaways00:47
      • Quiz
    • Lesson 05 - Increasing Reach With Display Network 13:06
      • 5.1 Introduction00:32
      • 5.2 Display Network and its Reach01:56
      • 5.3 Display Network Targeting Options06:29
      • 5.4 Available Ad Formats03:28
      • 5.5 Key Takeaways00:41
      • Quiz
    • Lesson 06 - Reaching Target Audiences 19:59
      • 6.1 Introduction00:35
      • 6.2 Who Is the Audience01:39
      • 6.3 Remarketing Across Search and Display11:45
      • 6.4 Reaching New Audience01:46
      • 6.5 Segmenting Audience Based on Behavior03:33
      • 6.6 Key Takeaways00:41
      • Quiz
    • Lesson 07 - The Buying Funnel 22:13
      • 7.1 Introduction00:35
      • 7.2 Overview of the Buying Funnel07:39
      • 7.3 Targeting Users Throughout the Funnel11:46
      • 7.4 Channels to Leverage throughout the Buying Funnel01:25
      • 7.5 Key Takeaways00:48
      • Quiz
    • Lesson 08 - The Paid Search Auction 19:52
      • 8.1 Introduction00:29
      • 8.2 Functioning of Ad Ranks04:40
      • 8.3 Effect of Bids on Ad Position03:03
      • 8.4 Quality Score11:01
      • 8.5 Key Takeaways00:39
      • Quiz
    • Lesson 09 - Setting and Measuring Marketing Goals 19:38
      • 9.1 Introduction00:37
      • 9.2 Setting and Measuring Marketing Goals06:35
      • 9.3 Making Data Driven Decisions in Bidding and Account Management06:32
      • 9.4 How Customer Journey can Use Attribution Management in Bidding05:16
      • 9.5 Key Takeaways00:38
      • Quiz
    • Lesson 10 - How PPC Fits into the Digital Strategy 24:06
      • 10.1 Introduction00:35
      • 10.2 PPC and Other Marketing Channels04:56
      • 10.3 PPC Management in Various Business Types11:27
      • 10.4 Future of PPC06:43
      • 10.5 Key Takeaways00:25
      • Quiz
  • Free Course
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Exam & certification

  • How do I become certified in Advanced PPC course?

    When you have completed the training, you will become certified when you pass the PPC examination.

  • How do I earn the advanced pay per click(PPC) certificate?

    On completion of the following program requirements, you will be eligible to receive the master’s program certificate that will testify to your skillset as a PPC specialist.
    Course Required for the certificate? Simulation Exam Project Certificate
    PPC Foundations Yes    
    Advanced PPC Yes Score>75% Required
    Display Advertising Yes   Not required
    Advanced Content Marketing Yes   Required
    Advanced Website Conversion Rate Optimization Yes   Required

     

  • What are the prerequisites for the advanced pay per click certification?

    There are no prerequisites for this course.
     

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

    • Complete 85% of the OSL course
    • Attend one batch of LVC
    • Complete the advanced social media simulation test and receive a minimum score of 75%

  • Is this Advanced PPC course accredited?

    Yes, this Advanced PPC course is certified by OMCP.

  • When is the next Advanced PPC Certification exam?

    Users can choose a convenient date while booking the exam.

  • How do I fill out and submit the Advanced PPC Certification exam online?

    Please refer to the following link to learn the exam and certification process in detail: 

    Link: https://www.simplilearn.com/digital-marketing-certification-process-infographics-article

  • Do you provide assistance with the exam application process?

    We don’t provide specific assistance for the application process, but it is very simple. Please refer to the OMCP website: https://omcp.org/register-for-the-omcp-exam/

  • How long does it take to receive the Advanced PPC Certification?

    Upon completion of this online PPC course successfully and passing the exam, it will take about three days to receive your certificate from OMCP.

  • How many attempts do I have to pass the Advanced PPC Certification exam?

    You have only one attempt to pass this online Advanced PPC Certification exam.

  • How long is the Advanced PPC Certificate valid for?

    OMCP Certification lasts for one year.
     

  • If I need to cancel my enrollment, can I get a refund?

    Yes. You can cancel your enrollment if necessary. We will provide you a complete refund after deducting the administration fee. To learn more, please refer to our refund policy.

  • How can I learn more about this training program?

    Contact us using the form on the right of any page on the Simplilearn website, or select the Live Chat link. Our customer service representatives can provide you with more details.

    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 AdWords forum on Webmaster World. He has led more than 60 AdWords seminars.

    Reviews

    Mckinley Fitzgerald
    Mckinley Fitzgerald

    I learned about some traffic tips. Now it's time for me to apply these methods. Thanks Simplilearn for coming up with this awesome course.

    Jayleen Doyle
    Jayleen Doyle

    Really Amazing tricks that you must have. Highly recommended.

    FAQs

    • What is digital marketing all about?

      Digital marketing or online marketing uses the internet and email for advertising and marketing purposes. Obtaining leads and sales conversions are the prime focal areas of this field.

    • What are the key highlights of the course?

      This course is all-inclusive, providing more than 35 hours of high-quality eLearning content. You’ll also be able to test your progress with our online quiz and get a feel for the real world with our downloadable workbooks and exercises. And, the practice tests will help prepare you to take the exam, so you can receive your certification.
       

    • Is the training up to date and relevant?

      Simplilearn strives to provide the latest, best-quality content that’s up to date with current industry standards. Our experienced and certified trainers are subject matter experts who constantly research the latest trends and infuse them into our training programs. Every change happening in the market is immediately considered and our training content is regularly upgraded and updated to reflect current market trends.
       

    • How long does the course take to complete?

      You should expect to spend about 40-50 hours to complete the course and take the certification exam.
       

    • Which courses will be available for live instructor led online classes?

      The following course is available for live instructor-led online classes:

      Sl.No Course Name Monthly no. of online classes available
      1 Advanced Pay Per Click (PPC) Certification Program 2

      You will get access to 20+ live instructor-led online classes over the span of a year, giving you the ability to revisit each course as needed, and you will have access to our batch session recordings to complete the entire learning path.
       
       

    • How do I enroll in the advanced pay per click program?

      You can enroll for this Master’s Program on our website and make an online payment using any of the following options:

      • Visa Credit or Debit Card
      • MasterCard
      • American Express
      • Diner’s Club
      • PayPal 

      Once payment is received you will automatically receive a payment receipt and access information via email.
       

    • What do I get with the advanced pay per click course?

      You will gain access to e-learning content for all courses included in the learning path, exclusive forums moderated by faculty and industry experts, and monthly mentoring sessions by faculty and industry experts. Upon completing the program requirements, you will receive the Master’s certification.
       

    • Where and how can I access the e-learning content?

      Once you register for a course by paying the course fee, you will have 24/7 access to the e-learning content on our website. An automated course purchase confirmation email will guide you through the process.
       

    • If I am not able to access the pay per click online course, whom do I contact for a solution?

      Contact us using the form on the right of any page on the Simplilearn website, select the Live Chat link or contact Help & Support.
       

    • Do you provide a money-back guarantee?

      Yes. We provide a seven-day money-back guarantee for our master’s programs. Refer to our Refund Policy and submit refund requests via our Help and Support portal.

    • Is the exam fee included with this course?

      No. Exam fees are not included for any of the courses. However, you will receive course completion certificates for this course.
       

    • Who are our trainers and how are they selected?

      All of our highly qualified trainers are industry experts with at least 10-12 years of relevant teaching experience.
      Each of them has gone through a rigorous selection process which includes profile screening, technical evaluation, and training demo before they are certified to train for us.  We also ensure that only those trainers with a high alumni rating continue to train for us.

    • What is online classroom training?

      All of the classes are conducted via live online streaming. They are interactive sessions that enable you to ask questions and participate in discussions during class time.

    • What are the system requirements to attend the training sessions?

      You will require a laptop/AC with a good Internet connection and a headset (optional).
       

    • Is this live training or will I watch pre-recorded videos?

      If you enroll for self-paced e-learning, you will have access to pre-recorded videos. If you enroll for the online classroom Flexi-Pass, you will have access to live training conducted online as well as the pre-recorded videos.
       

    • Are the training and course material effective in preparing me for the Advanced PPC Certification exam?

      Yes, Simplilearn’s training and course materials guarantee success with the Advanced PPC certification exam.

    • What is covered under the 24/7 support promise?

      We offer 24/7 support through email, chat, and calls. 
      We also have a dedicated team that provides on-demand assistance through our community forum. What’s more, you will have lifetime access to the community forum, even after completion of your course with us.

    • Who provides the certification?

      Upon completion of Simplilearn’s Advanced PPC training, you will receive a certificate from Simplilearn.

    • What if I miss a session?

      Simplilearn provides recordings of each class so you can review them as needed before the next session.

    • What is Global Teaching Assistance?

      Our teaching assistants are a dedicated team of subject matter experts here to help you get certified on your first attempt. They engage students proactively to ensure the course path is being followed and help you enrich your learning experience, from class onboarding to project mentoring and job assistance. Teaching Assistance is available during business hours.

    • What is the OMCP Exam Fee Refund Policy?

      Please refer to the Exam Fee Refund Policy at: 
      https://omcp.org/frequently-asked-questions-about-omcp/

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