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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.