Course overview
If executed well, paid search can be one of the most effective ways to raise the profile of your brand, product or service and drive traffic to your site. Done poorly, it can lose a business money. This course focuses on the latest industry trends and will help attendees understand how to leverage their campaigns to deliver high quality click-throughs, and how to measure success.
Course content
What is paid search (PPC)?
- Understanding the key terms and models and how they interplay
- PPC trends
- How are different types of organisations using PPC?
Making the most of different search engines
- Google, Yahoo and Bing – the similarities and differences
- What works (and what doesn’t) for each platform?
- Keyword and keyphrase analysis
Setting up and managing campaigns
- Understand campaign settings and pricing models
- Define the key principles of what makes an ad effective and how to drive click-throughs
- How to craft campaigns that raise Quality Scores and minimise costs
- Understand how to develop a bid strategy that works for your brand
- Testing and optimisation methods
Setting KPIs and measuring success
- The critical KPIs to measure the effectiveness of your campaigns
- Accurately assessing ROI
Practical exercise
Booking information
This course can also be tailored to the specific needs of your organisation. Please enquire on 020 3353 3923 or email corporate.masterclasses@theguardian.com
