Post on 24-May-2020
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Pay-Per-Click (PPC) Marketing, Google AdWords, Facebook Ads,
Bing Ads, Google Analytics, Google Tag Manager, Search, Display &
Social Network, Mobile Marketing, Video Ads, Shopping Ads
About the Course
Pay Per Click (PPC) is an internet advertising system meant to direct online traffic to particular websites where the
advertiser pays the publisher a certain price when an ad is clicked. PPC course will kick start with a focus on Google
AdWords, Facebook ads, Bing Advertisement, Google Analytics, Google Tag Manager. You will learn the concept of online
business models and advertising strategies with detailed and presentation led sessions covering basics to advanced
concepts of different digital marketing channel.
Course objective
At the completion of this course, attendees will be able to;
Understand the Concept of Online Business, Websites and Online Advertising
Understand Search Engine Marketing and Social Media Marketing
Use Google AdWords, Bing Ads, Facebook and Analytics
Apply different business goals and most relevant campaigns types for them
Research and Analysis before setting up the right campaign type
Understand Platform Specific Options, Tools and learning to use them effectively
Understand user behavior and optimizing landing page experience
Set up tracking, reporting, and learning to optimize and monitor campaign effectively
Understand Small to big performance hacks and client communication
Setup and market your own profile online and how to establish yourself as expert?
Who can do this course?
Training program is primarily going to help all those readers who are into advertising and specifically those who aspire to
make a career in Internet Marketing (Students / Jobseekers), Entrepreneurs, and Working Professionals.
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Pre-requisites
Anyone who wants to learn how to grow business online should have a basic knowledge of website & Internet. Also,
understanding of the fundamental concepts of marketing, advertising, and analyzing product and audience will help you
to understand the advance concept of PPC.
Course Curriculum
DAY 1
Introduction to Pay per Click Marketing
Understanding Search Engine Advertising
Entities Involved in PPC Advertising
Workflow of a PPC Ad
History of PPC
Properties of a Compelling PPC Ad
General Formula for Calculating PPC
Advantages of PPC
Introduction to Google AdWords
Introduction to Google AdWords
Understanding Google AdWords
Create a website for your ads
Create an AdWords account: How to sign up
Setting up currency and time zone
AdWords Hierarchical Structure
Submit billing information
Understanding your billing options
Type of AdWords Account
AdWords Account Creation
AdWords Account Access Level & Difference
Google AdWords Dashboard
About campaign settings
DAY 2
PPC Terminology
Start with PPC technical terms
Google Networks
Google Search Network & Search Partner
Google Display Network
YouTube
Campaign & Ad type
Targeting Methods
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Where your ads will appear
How costs are calculated in AdWords
Get familiar with account
Navigating your AdWords account
The Home tab
The Campaigns tab
The Tools tab
Your Billing page
About account settings
The Opportunities tab
The Display Network tab
DAY 3
Start with First Campaign
Understanding the campaign objective
Campaign Setup
Detail Explanation
Understanding different targeting methods: Device, Location, language
Bidding & Budget
Ad Extension
Campaign Advance Setting
Ad Delivery method, Ad Scheduling & Ad Rotation
Bid Strategy
Manual & Automated bid Strategies
Target search page location
Target CPA
Target ROAS
Target outranking share
Maximize clicks
Enhanced CPC
Ad extensions
Location
Sitelinks
Call
App
Reviews
Callouts
Structured snippets
Price Extension
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DAY 4
Ad Groups: Organize your account
Create a new ad group
How ad groups work
Understanding your ad group status
Introduction to Keywords
Type of Keywords w/ example
Keyword Research
Quality Score
Ad rank
Actual CPC Calculation
Keyword Bidding
Keyword Planner Tool
Traffic Estimator
Negative Keywords
Cross triggering
Introduction to Ad Text
Creation of Adcopy
Type of Ad Copy
Ad Preview & Diagnosis Tool
Dynamic Keyword Insertion
Expanded Ad Text
Diagnose Tool
Search Query Report
Google Ads Policies
DAY 5
Landing page
Use of landing pages
Types of Landing Pages
Elements of an Effective Landing Page
Testing the Landing Page
Google AdWords Landing Page Policy
A/B Testing
Landing page performance
Conversion Tracking
Understanding Campaign Objective
Type of conversions
Setup Conversion Tracking
Conversion source
Conversion windows
Attribution model
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Conversion tracking tag
Tag Manager Configuration
Import Google Analytics Goals
Import Offline Conversions
Tracking Calls in AdWords & through 3rd party tools
DAY 6
Introduction to Shopping Ads/ Product Listing Ads
Benefits & Enhancements of PLA
Google Merchant Center
How to link GMC & AdWords?
Google Shopping Policies
Products Feed Specification & Attributes
Create Shopping Ads
Targeting Method
How to Refresh the Product Feed?
Advance Setting
Tips & Optimization
Introduction to Dynamic Search Ads
What is DSA
How it is different from search ads
When & Why to use DSA
Create DSA Campaign
DSA Targeting Method
Bidding & Advance setting
Structure & Optimization
DAY 7
Display Network
Creation of Display Network
Display Planner (Placement Tool & Contextual Tool)
Bidding Options
Display Campaign Optimizer
Conversion Optimizer
Target and bid
Targeting Tools
Contextual Targeting
Placement Targeting
Remarketing
Interest Categories
Topic Targeting
Geographic and Language Targeting
Demographic Targeting
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Other Tools
Combined Targets
Exclusions
Display Campaign Reporting
Keyword-Level Performance
Placement Performance
Reach and Frequency
Campaign Insights
View-Through Conversions
DAY 8
Cookies
Introduction to cookies
Remarketing Campaign
Standard remarketing
Dynamic remarketing
Remarketing for mobile apps
Video remarketing
Email-list remarketing
RLSA (Remarketing List for Search Ads)
Introduction to RLSA
Optimizing Remarketing Campaign
Optimizing Remarketing Campaign
DAY 9
Video Ads/ YouTube Ads
Understanding video campaigns
Linking YouTube channels to an AdWords account
Create a True View video campaign
Targeting your video ads
Measuring your video ads' performance
optimizing your video campaign
Billing
Google AdWords Express
What is AdWords Express?
Compare AdWords Express and AdWords
Set up and manage account
Create account and manage settings
Business information
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Ad text and headline
Ad audience and search phrases
Your budget and costs
View and improve results
Call reporting
My Client Center
What is MCC & Why use a manager account
How to create a manager account?
How to link and unlink to an AdWords account or other manager account
Inviting users to your account
Managing account access levels
Managing your account structure
Creating an optional login AdWords account
DAY 10
Project and Campaign Tips
Data Analysis (Live Project)
Campaign Optimization Tips
Reporting
Segment
Dimension
Ad Extension
Filters
Customize Column
Microsoft Excel
Formula for Analysis
Pivot Table
H & V-lookup
Change History
Shared library
Bulk operations
Reports and uploads
Labels
DAY 11
AdWords Editor
Interface
Type list
Pop-out windows
Management and navigation
More powerful accounts manager
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Open multiple accounts
Multi-select items
Tools and features
Make multiple changes
Undo and redo multiple changes
Smarter search
Keyboard shortcuts
Shared Library
Advance AdWords & Reporting
Automate Rule
Bidding Strategies
Attributes
Performance
Conversions
Call details
Competitive metrics
Search Funnels
Introduction to AdWords API
AdWords Script
DAY 12
Google AdWords Certification
Google AdWords Certification Prep Questions
Interview Question
DAY 13
Getting started with Bing Ads
Introduction to campaigns, ad groups and importing campaigns
Bidding and traffic estimation
Writing an effective ad
Choosing keywords
Bing Ads policies
Bing Ads Features
Ad extensions and Product Ads
Introducing dynamic text
Bing Ads targeting
Keyword match options
Campaign exclusions
Unified Device Targeting
Remarketing
Bing Shopping and Product Ads
Automated Rules
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Bing Campaign optimization
Campaign optimization
Create a quality ad experience and find your ad
Click quality
Bing Ads reports
Bing Ads Intelligence Tool
Universal Event Tracking
Bing Ads Editor and Billing
Introduction to Bing Ads Editor
Setting Budgeting and billing
DAY 14
Getting started with Facebook Ads
Introduction to Facebook Ads
Best Practices
Facebook Pages
Purchasing Ads
Managing Your Ads
Advertising Objectives
Targeting
Campaign Optimization
Reporting and Measurement
Additional Insights
DAY 15
Getting Started with Google Analytics
Traffic Sources
Content
Visitors
Goals & Ecommerce
Actionable Insights
Configuration and Administration
Google Analytics Account Hierarchy
How Google Analytics Tracking Code Works
Cleaning Up Your Data
Measuring Conversion
Measuring Traffic
Measuring Content
Measuring Visitors
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Managing Cookies and Tracking
Conversion Optimization
Extracting Data
Best Practices
Marketing and Advertising
Engagement
Conversion
Content Experiments
Sharing with the Organization
Google Analytics Limitations
Google Analytics Advance Setting
DAY 16
Google Tag Manager
Container, Tags, triggers, variables, and the data layer
Measurement plan
Tag Implementation
Set up AdWords conversion tracking
Set up Dynamic Remarketing
Set up a GA Property variable
Setup Goal, event, cross-domain tracking
DAY 17
MS-Excel
Table Formatting
Macros
Text to Columns
Pivot Tables
Importance of Pivot Table
Excel Formulas
Percentage calculation
ALT+
Copy the formula
Freeze the top rows of the spreadsheet
Function VLOOKUP
Use of Concatenate, Find and Replace
Do not forget using IFERROR
Budget Pacing with the NETWORKDAYS Function
Count Ad Characters Using the LEN Function
Len and formulas of word count
Clean Up your Ad Copy with TRIM & PROPER
Create Modified Broad Match Keywords
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DAY 18
Special Sessions
Doubt Sessions
Query & Reserve Day
Mockup-Tests and Assignments Dot Net Tricks’ mock-up tests and assignments help the professionals to work on real-world projects and to get an edge
in their careers and make their lives better. This training program includes mock-up tests and assignments. Each mock-
up test includes 20 multiple choice questions.
Mockup-Tests objective
Help you to monitor your learning progress.
Help you to evaluate yourself.
Help you to crack your technical interview first round with objective questions.
Assignments objective
Gain confidence to work on PPC/Google AdWords project with latest updates.
Help you to evaluate your paid marketing skills.
Prepare yourself for real-application development.
Project Details
Description
During the PPC course, a participant will implement three live projects. These three projects are the most important part
of the PPC Course and it is through these projects, that you would be building your capabilities in Pay-Per-Click Marketing.
First two projects are completed along with the classroom sessions. As said before these projects will be used to apply
and to experiment with all the learning that has been acquired during the classroom sessions and that of the self-paced
study.
This is a LIVE PPC Campaign
Talking to the client to get the specifics for the SEM Campaign.
Creating the brief.
Planning for execution of SEM Campaign for the SEM Campaign Brief.
Search Marketing Plan
Communication Plan
Tracking and Reporting Plan
Executing the plan.
Review the Implementation of the PPC Campaign.
Presentation to the client.
A budget of min Rs. 2000 to Max. 10000 is allocated.