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