Description
Paid Search advertising, also called pay-per-click (PPC), is used to pay for traffic to visit a website. In this course, learners will explore search marketing, the search process, and the buying cycle. Also included is how to set up a successful PPC account, how to set and measure goals, and how to optimize keyword usage using a variety of strategies. Learners will then examine components of effective ads and landing pages, how to optimize ad targeting, and when to use search or display advertising. The course then delves into research and analysis considerations, such as report creation, improving quality score, and using A/B and multivariate ad testing. Course material is presented through the use of text, videos, games, and other engaging content.
credits
- IACET CEUs: 0.4
- SHRM PDCs: 4
features
- Mobile-friendly
- Audio-enabled
- Badge and credit-awarding
- Real-world case studies
- Fully accessible
- Games & Flashcards
- Expert-supported
- Video content
learning Outcomes
- Explain the purpose of paid search (pay-per-click) advertising
- Define search marketing, search engine marketing (SEM), and search engine optimization (SEO)
- Describe the search process and the search buying cycle
- Demonstrate how to set PPC account goals and measure them
- Explain how to build a PPC account and estimate conversion rates
- Understand and set bids
- Conduct an audit of a PPC account
- Describe different types of keyword searches
- Explain how to use keyword planners and other tools
- Describe how to use keyword matching and negative keywords
