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Professional PPC Expert – Course Details

Course Outline

Module 1 (6 hours)

Introduction to Online Paid Advertising - Google AdWords and Bing/Yahoo Advertising

Comprehensive Keyword Research using Keyword Planner Tool – target keyword analysis, keywords grouping

Importance of Broad Match, Modified Broad Match, Exact Match, Phrase Match, Negative Match keywords and how they work

Module 2 (12 hours)

Google Search Network – getting started with Google PPC, account structure overview

Managing Multiple Client Accounts – My Client Center (MCC) hierarchy, MCC Account setup

Campaign Setup for Google Search Network

AdWords Ad Formats & Best Practices – text ads, mobile ads

Writing Compelling Ad Copies – Do's and Don'ts

Customer Targeting – AdWords targeting & best practices

AdWords Bidding Setup & Budget Optimisation

Ad Extensions – Sitelinks, Location, Call, App, Callout & Review extensions

AdWords Policies & Quality Issues

AdWords Performance Monitoring and Fine Tuning – conversion code integration, advance campaign analysis and best practices

Website & Landing page Optimisation

Advance Campaign Optimization Tips & Best Practices

Module 3 (3 hours)

Display Advertising Overview

Display campaign setup

Image ads - creation of banners using Display Builders

Introduction to Display Planner tool

Managed placements

Remarketing concepts

Module 4 (3 hours)

Introduction to Traffic Analysis Tools – analytics code integration, goal setup and traffic stats analysis

AdWords Reports - generating various reports for clients and to analyze campaign performance

Overview of Application Program Interface (API)

Overview of AdWords Tools and Usage – Ad Diagnosis tool, Change History tool, Conversion code integration

Campaign Management through AdWords Editor

AdWords Billing & Payments

Practical Classes (15 hours)

Class 1 (3 hours): - Hands-on experience on using Google AdWords Keyword Planner Tool, Mock-up test

Class 2 (3 hours): Hands-on experience on campaign setup, Mock-up test

Class 3 (3 hours): Using Google AdWords Editor, Navigating through Google Analytics and understanding traffic behavior, Mock-up test

Class 4 (3 hours): Mockup for the Google AdWords Fundamental Exam

Class 5 (3 hours): Mockup for the Google AdWords Advance Exam

Course Duration (Theory + Practical)

• 2 Months (24 hours theory + 15 hours practical)