PAY PER CLICK

Pay Per Click Advertising

Become one of the elite advertisers by learning the methods and techniques used to win at Google AdWords. Most advertisers focus on choosing a set of keywords and setting bids. What they don’t realize is they are spending all their time in the wrong places. Get the focus you need to knock competitors out of the top spot.

This online course includes…

  • Keyword Research
  • Designing Landing Pages
  • Designing and Testing Conversions Funnels
  • Using Free Tools to Optimize Your Site
  • Making Monthly Improvements
  • Evaluating Performance with Reports



SESSION 1 - How to Research Keywords to Find Pockets of Buyers
What is the right way to research keywords? It’s probably one of the most misunderstood areas of PPC. This can be much simpler. That is once you understand why you should choose certain keywords and avoid others. You’ll also learn how these keyword choices can influence when and where your ad is show. You’ll learn to take advantage of this in a way most of your competitors don’t.

Learning points:
  • Inversion method for keywords research
  • Quickest way to organize AdWords accounts
  • Creating continuity to increase conversions
  • How to win in current PPC environment
  • Value of different keyword matching types
  • How to control when Google triggers your ads
  • Where the biggest PPC opportunities are hidden
  • Tools for Keyword research
SESSION 2 - Designing Landing Pages
What if you could pay for less clicks while still producing more sales? That’s what high performance landing pages can do for you. These days your visitors expect to find exactly what they searched for when they land on your site. This second Session will walk you step-by-step through the art and science of creating high performance landing pages; from exactly what searchers are looking for, to the researched methods for boosting conversions.

Learning points:
  • Developing PPC-specific landing pages
  • 12 Step method for developing and testing landing pages
  • Easy way to plan a landing page
  • 8 Ideas for Landing Pages
  • 7 Components of Landing Pages
  • 4 Dimensions Google uses to evaluate landing pages
  • 5-Point checklist for landing page optimization
  • Translate your product or service to landing pages
SESSION 3 - Designing and Testing Conversion Funnels
Imagine the panic when you realize you paused an AdWords campaign that could have been a top producer. To avoid this you need to know the difference between a leaky website and a bad keyword. In this Session you'll learn how to plan how your visitors achieve their goals. Tracking your sales funnel steps you’ll begin to discover where you’re leaving money on the table. You'll also get a clear formula for fixing landing pages. Once implemented you can look at your performance stats and know exactly what to fix.

Learning points:
  • Understand goals, funnels and conversions.
  • Design goals and funnels to track your conversions
  • Aspects of your funnel are losing interest
  • Ways to fix issues upstream from conversions
  • Defining major and minor conversions
  • Planning marketing budget from funnel steps
  • Identifying leaks in your revenue stream
  • Tested formula for optimization
SESSION 4 - Setting Up Adwords Campaigns
Google AdWords has changed a lot over the last few years. Having a well-organized account plays a more critical role than ever. This Session demonstrates how to use campaign settings to laser-target your traffic. You’ll see step-by-step how to add new keywords and ad copy into your account. After this Session you walk away with confidence on how to get your AdWords campaign off to a successful start.

Learning points:
  • To use campaigns settings to control your budget goals and targeting.
  • Segmenting networks, geographic, and computer devices
  • Ways to use budget settings to get select impressions
  • How to organize keywords lists and importing into AdWords
  • System for increasing keyword to ad text relevancy
  • Methods for using third-party PPC tools
  • To use Traffic Estimator to establish most valuable bids
  • Ad text A/B tests and free tools
  • 12 optimization tips once your campaign has gone live
SESSION 5 - Setting Up Google Analytics for PPC
Google Analytics has a lot of creative uses. It is especially useful for tracking the results of your PPC advertising. Even though most website owners have this free tool installed, most aren’t using it. This Session makes Analytics simple so that just about anyone can get insights from it instantly. If you want to turbo-charge your AdWords campaigns, you have to watch this playbook for using Google Analytics.

Learning points:
  • Setting up Accounts, Profile, Filters and Users
  • Installing standards and advanced tracking scripts
  • How Analytics tracks vs. AdWords
  • Setting up conversion goal tracking and funnels for visualization
  • To use key reports to get insights from Analytics
  • Ways to automate daily reporting to track website sites
  • 5 Key reports to monitor your traffic
  • Method for monitoring visitor quality and engagement
  • How to use Analytics to find the leaks in your sales funnels
SESSION 6 - How to Use Analytics to Find the Leaks in Your Sales Funnels
If optimization is the key to profits with AdWords then Google Website Optimizer is the shortest path. With just a few mouse clicks you can be up and running with your first A/B tests. This Session shows you how to organize your landing page testing so you don’t get distracted with minutia and cut. Getting results that beat your competitors couldn’t be faster than with Google Analytics. See exactly how in this Session.

Learning points:
  • A way to make designing your tests stress free
  • When to use A/B test versus multivariate
  • Setting up your first A/B and multivariate experiments
  • Install tracking scripts for Website Optimizer
  • Ideas for A/B testing your landing pages
  • Common landing page test mistakes to avoid
  • How to create quickly variations of your landing pages
  • Measuring and monitoring winning landing pages

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