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