Paid Search Advertising: Google AdWords and PPC Basics

Overview

Whether you’ve heard a little about PPC marketing and are curious to learn more, or you already know that you want to use PPC to market your business, but aren’t sure where to start, you’ve come to the right place!

 

This session will answer the questions:

  • How Search Engine Marketing (AdWords) works
  • Keyword selection tips and tricks
  • What is PPC?
  • Working with Keywords
  • Working with Ad Groups
  • Optimising Text Ads
  • Looking at Click-Through Rate (CTR)
  • Understanding Quality Score
  • Understanding Cost Per Click (CPC)
  • Understanding Cost Per Action (CPA)
  • Looking at Conversion Rate Optimization
  • Optimising and managing your bids
  • Tracking your ROI
 

Evidence of learning

Participants complete a SEM test which assessing them on their understanding and application of the key concepts.



*This class also forms part the Digital Advertising Course