About the Academy

  • Pay Per Click (PPC) is an efficient internet advertising model which helps in gaining traffic on website. Publisher generate monetary benefits only when the advertisement is clicked. ITlearn360 Advanced Pay Per Click program trains professionals in the fields of PPC and paid search. In the digital world, a PPC-certified professional is proficient to display influential campaigns to target an audience based on expressed interests and demonstrated search history.

Who is the target audience?

  • Have knowledge and proficiency on various aspects of Pay Per Click advertising.
  • Be familiar with the auction model, ranking algorithms, and post-click activity.
  • Understand the differences between various search engines and how each one can affect a campaign.
  • Be able to assess the market shared by the search engines.
  • Analyze past and future Pay Per Click trends.
  • Define, measure, and compare keywords and choose the best to fit the advertising model.
  • Have strong knowledge of campaign settings, how to structure a campaign, and pricing models.
  • Have expertise in writing your own ads, developing landing pages, and using ad groups.
  • Review the market trends to decipher which PPC campaign works for other marketers.
  • Track clicks and the return on investment to determine success for each campaign.

Curriculum


Module 1: Writing Effective Ad Copy and Introduction to Landing Pages

  • 1.1   Overview
  • 1.2   Introduction
  • 1.3   From Ad Copy to Websites
  • 1.4   Searching for Answers
  • 1.5   Unique Selling Proposition
  • 1.6   Features Vs Benefits
  • 1.7   The Buying Cycle
  • 1.8   Instruct What to Do Next
  • 1.9   Examine Search Results
  • 1.10   Calls to Action Are Important!
  • 1.11   Anatomy of Ad Copy
  • 1.12   Headline
  • 1.13   Description Line
  • 1.14   Display URL
  • 1.15  Mobile Preference
  • 1.16   A Place to Start
  • 1.17   Ad Copy
  • 1.18   Recap

Module 2: Campaign Settings Overview

  • 2.1   Introduction
  • 2.2   Types of Accounts
  • 2.3   Access Levels
  • 2.4   Single and Multiple Accounts
  • 2.5   Campaign
  • 2.6   General Campaign Settings
  • 2.7   Scheduling Settings
  • 2.8   All Online Campaigns
  • 2.9   Placement Data
  • 2.10   Customize
  • 2.11   What You Want Your Account to Accomplish
  • 2.12   Monitor Your Conversions
  • 2.13   More Options
  • 2.14   Microsoft adCenter
  • 2.15   Conclusion

Module 3: Conversion Tracking, Bidding, and Reporting

  • 3.1   Overview
  • 3.2   Introduction
  • 3.3   Setting Marketing Goals
  • 3.4   Set Your Goals
  • 3.5   Measuring Goals
  • 3.6   Important Numbers
  • 3.7   Tracking Goals
  • 3.8   adCenter Conversion Tracking
  • 3.9   Thank You Page Codes
  • 3.10   Tracking Other Paid Search Sites
  • 3.11   Conclusion

Module 4: The Content/Display Network

  • 4.1   Overview
  • 4.2   Introduction
  • 4.3   Search Vs Display
  • 4.4   Smart Pricing
  • 4.5   Campaign Settings and Bidding
  • 4.6   Keywords for Display Targeting
  • 4.7   Topic Targeting
  • 4.8   Interest Targeting
  • 4.9   Remarketing
  • 4.10   Automatic Placements
  • 4.11   Managed Placements
  • 4.12   Buying Cycle Based upon Targeting Types
  • 4.13   Flexible Targeting

Module 5: Account Organization

  • 5.1   Overview
  • 5.2   Introduction
  • 5.3   Ad Group Organization Intro
  • 5.4   Initial Keyword Research
  • 5.5   Does Keyword Fit Both?
  • 5.6   Ad Group Organization
  • 5.7   Organization for Large Accounts
  • 5.8   Include Your Brands
  • 5.9   List Your Modifiers
  • 5.10   Mix Keywords
  • 5.11   Result: Lots of Keywords
  • 5.12   Scaling Ad Copy
  • 5.13   There are Tools
  • 5.14   Large Accounts Landing Pages
  • 5.15   Mobile Keyword Organization
  • 5.16   Using Negatives for Organization
  • 5.17   Organizing by Match Type
  • 5.18   Restricting Match Types by Ad Group
  • 5.19   Restricting Match Types by Campaigns

Module 6: Quality Score

  • 6.1   Overview
  • 6.2   Introduction
  • 6.3   Quality Score Overview
  • 6.4   Ad Rank Background
  • 6.5   Ad Rank Formula
  • 6.6   Ad Rank Illustrated
  • 6.7   Quality Score & Financials
  • 6.8   Viewing Quality Score Data
  • 6.9   Quality Score Factors
  • 6.10   Landing Page Spiderability
  • 6.11   Landing Page Relevance
  • 6.12   Landing Page Transparency
  • 6.13   Landing Page Navigation
  • 6.14   Landing Page Load Time

Module 7: Creating Your Account Strategy and Launching and Monitoring Accounts

  • 7.1   Overview
  • 7.2   Introduction
  • 7.3   Planning the Account
  • 7.4   Researching for the Account
  • 7.5   Determine the Basics of the Account
  • 7.6   Creating the Account
  • 7.7   Finishing Keyword Research
  • 7.8   The Double Check Before Launch
  • 7.9   Launching the Account
  • 7.10   Optimizing the Account
  • 7.11   Examine Ad & Landing Page Tests
  • 7.12   Bid Modifiers

Module 8: Testing and Advanced Landing Page Strategy

  • 8.1   Overview
  • 8.2   Introduction
  • 8.3   Where to Send Traffic
  • 8.4   Informational Queries
  • 8.5   Local Business Queries
  • 8.6   Narrow Theme Sites
  • 8.7   Ambiguous Queries
  • 8.8   Product Queries
  • 8.9   Brand Searches
  • 8.10   Thank You Pages
  • 8.11   Test Homepages
  • 8.12   Testing Category & Conversion Pages
  • 8.13   Segmentation Pages
  • 8.14   Video Testing
  • 8.15   Two Ways to Test Pages
  • 8.16   Don't Design by Committee
  • 8.17   Recap

Module 9: Tools and Other Networks

  • 9.1  Overview
  • 9.2   Introduction
  • 9.3   Intro to AdWords Editor
  • 9.4   AdWords Accounts
  • 9.5   Leaving Comments in the Editor
  • 9.6   Making Mass Changes to Bids
  • 9.7   Creating Ad Copy
  • 9.8   Apply the Templates
  • 9.9   Checking for Max Number of Characters
  • 9.10   Uploading From the Editor
  • 9.11   Exporting Accounts
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What kind of learning does ITlearn360.com provide?

ITlearn360.com offers instructor-led online live sessions and classroom-based corporate trainings and bootcamps for various courses and certifications to the learners.

Who are the instructors @ITlearn360.com?

@ITlearn360.com, we have an instructor community of industry professionals who are working in leading organizations and are veterans in their respective fields. These experts belong to various industries and are willing to share their talent with learners like you.

Are classes @ITlearn360.com conducted through online video streaming?

Yes, the classes @ITlearn360.com are conducted through online video streaming where there is two-way communication between users and instructors. The users can speak by using a microphone, chat by sending a message through a chat window and share their screens with an instructor. For better understanding, users also get recorded video of the class.

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