Pay Per Click Advertising

• What is PPC
• Why use PPC
• Terminology
• Account Structure
• Setting Goals

Account Set Up

• Campaign settings
• Campaign set up
• Ad Groups
• Naming and structuring
• Account access

Tracking

• Goal/Conversion Tracking
• Analytics & AdWords Integration

Bidding and Quality Score

• What is QS
• What influences QS
• How to improve QS
• How bidding works

Ads

• Editorial rules
• Ad copy
• Keyword insertion

Optimisation

• Managing performance to a CPA
• Setting a target CPA
• Increasing traffic & conversions

Match Types & Keywords

• Match Types
• Negative keywords
• Google Keyword Tool
• Keyword lists

Ad Extensions

• Ad extensions available
• Best uses of ad extensions
• Benefits

Reporting

• Data to look out for
• Reporting to management