You'll be guided through a 90-day structured curriculum with up-to-date streaming video lessons and checkpoint quizzes. Check in weekly with faculty during phone conference "office hours", and post your questions in the faculty Q&A forum where you'll get prompt attention from instructors and other students.
Then you're ready for your hands-on real-world projects, peer assessments, and a final all-faculty panel review. Pass with the endorsements of the dream team, and receive your Master Certification.
And even though your projects and reviews will focus on PPC, you'll be welcome to study the other disciplines too. With Master Certification, you have the keys to the campus.
How Much Time Should I Allocate Each Month?
Most students allocate between 15-25 hours each month for a combination of on-demand video training modules, live workshops, projects, and online tests. You can watch your video modules anytime, day or night. Some groups watch together during lunch, while some prefer class time in the evenings. Use your study guide and weekly conference calls to be sure you're on track.
What if I Fall Behind?
Weekly "office hours" conference calls ensure you never feel detached from other program members. Join your faculty and fellow members on the weekly call to discuss what's going on with the program, postulate on specific test questions, solve conundrums with the latest project, or just commiserate with your fellow classmates.
You'll have at least one weekly conference call to discuss your progress and specific application of your internet marketing discipline. Faculty-led workshops teach latest techniques and methodologies in each discipline. Calls are typically scheduled between 9AM Pacific and Noon Pacific. If you can't make your scheduled call, faculty and associate instructors are available in our online "Ask the Expert" forums to answer your questions 24/7.
What are the Assignments & Projects Like?
Each course includes a series of assignments and real-life projects designed to put your learning into action -- all under the guidance of the world's experts. You may choose the assigned projects OR apply the project to your own website, client's projects or give your project to a charity of your choice. Your assignments and projects will be reviewed by peers, associate instructors and ultimately, your teaching faculty.
How Does The Testing Work?
To ensure you stay on track with what you've been learning, you'll follow each video module with a short quiz to ensure you've fully absorbed the material. In month three, you'll be ready to attempt the comprehensive online exam and move on to the next level of the program.
What if I Want to Study Other Topics?
As part of your enrollment in the Master Certification program, you'll have access to all Market Motive courses and video modules -- in all topics! You may watch additional training modules, take more courses, and participate in weekly live faculty workshops. We do recommend that you focus on your main topic of study until you graduate, and then access over 300 additional video training modules within Market Motive.
The Dissertation Defense Sounds Terrifying. Is it Hard?
So you've finished the learning path, taken the tests, completed your project. Now what? Running the gauntlet, of course. Show off your work and articulate your new knowledge as the world's experts analyze your projects and test your skills through a series of direct questions and real-world scenarios. Rest assured, you'll be well equipped to run the gauntlet by this point. Maybe some day, you'll even find yourself on the other side of those hard-nosed questions!
What is The "Industry Recognition" I'll Get?
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Master Certification graduates were invited to speak in keynote at Search Engine Strategies Conference San Jose 2009
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Once you have successfully completed the Master Certification program, you'll have the full endorsement of the Market Motive faculty and staff. You'll find yourself listed among the world's most respected consultants and practitioners. You'll earn a Market Motive Certified award logo to display on your website or on your resume. Many companies recruit and hire Market Motive students before the course is completed. Master Certification graduates are often asked to speak at industry events, and experience a new level of recognition in the search marketing world.
What Does It Cost to Continue My Access to Updated Courses?
Extend your access and learning (most graduates do!) through monthly or yearly access to Market Motive at $299/month. Video lessons are constantly updated to stay ahead of the market. You can continue to discuss plans and questions with the industry's top consultants, authors and thought-leaders every week. Want the Dream Team to look at your site or campaign? Have a question about the latest video tutorials? Get on the phone with your favorite faculty instructor, get some "screen time", and some expert advice.
In Summary:
90-day Faculty led structured curriculum includes weekly workshops, any-time faculty Q&A, and of course, the latest video training modules that you won't find anywhere else.
- You will be trained and endorsed by the industry's most recognized authorities.
- Video based training is 100% online.
- No travel required. Learn from your desktop anytime.
- Access to "Ask the Expert" forums to get your questions answered at any time.
- Access to six monthly workshops to ask live questions of the faculty.
- Hands on projects with Faculty feedback and guidance.
- Final dissertation defense to earn Faculty endorsement.
- Cost is only $3500 -- Much less than you would spend on traveling to a three day conference.
MORE ABOUT OUR PPC CURRICULUM
From keyword research to ad copy to formula-based bidding strategies, PPC remains one of the more complex disciplines in Internet marketing. With your competition getting smarter every day, it's critical to have not only a strong foundation in PPC principles, but advanced understanding in PPC economics and customer psychology.
INTRODUCTION TO PPC: PPC ART AND SCIENCE/HOW THE PPC MACHINE WORKS
We'll start the curriculum with an overview of paid search and the underlying principles of direct response advertising in general, including an understanding the goals of both search engines, advertisers, and customers.
You will learn:
- The Art and Science of PPC Advertising.
- How The PPC Machine Works.
- Understanding Customers and Objectives.
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PPC BASICS AND FUNDAMENTALS
You'll learn a comprehensive and cross-discipline overview of designing, building, and maintaining your PPC programs. Everything you need to understand how to run a single campaign or manage dozens of clients is here in one module. Campaign setup, keyword building, bidding strategies, content networks, and landing pages are all covered.
You will learn:
- Building Out Your PPC Keyword List.
- Writing Effective Ad Copy.
- Structuring Your PPC Account.
- Driving High Quality Traffic from Content Networks.
- Choosing the Best Landing Page for Your PPC Account.
- Bidding for Success.
- Keyword Matching Options.
- Advanced Bidding Strategies.
YOUR FIRST CAMPAIGN: KEYWORD LISTS & CAMPAIGN STRUCTURE
From keyword research to ad structure to campaign settings, this first hands-on section covers all the initial steps necessary to build and launch your first campaign. It's a dense section that includes a lot of information, so be prepared to take a lot of notes, ensure you can answer the questions posed in the study guide, and do well on the quiz.
You will learn:
- Creating Great PPC Ads.
- Building PPC Keyword Lists.
- Creating Your First Campaign.
ADWORDS EDITOR
In this AdWords Editor primer, David Szetela gives you a guided tour of the ins and outs of using this powerful (and free!) desktop tool from Google. Navigate your account, make bulk changes, copy or move items between ad groups and campaigns, and share your proposed changes with other users, all from the untethered freedom of your desktop. Then upload your changes to Google to make them live.
You will learn:
- Google AdWords Editor.
- Google AdWords Editor: Advanced Techniques.
LANDING PAGE DESIGN
Once people click on your ads...then what? Your landing page strategy and the way you communicate with your potential customers is an absolutely critical piece of the entire PPC puzzle. Follow along as David guides us into what makes up good landing pages and how you can maximize your chances for changing your visitors into customers.
You will learn:
- Designing Effective PPC Landing Pages.
- Testing and Optimizing PPC Landing Pages.
CONTENT NETWORKS
Content advertisements are considered risky, scary, and a good place to lose money. Why? Because advertisers treat them like search ads, and they end up in the wrong place, at the wrong time, with the wrong message. In this section, David explains how content ads vary from search ads, and how advertisers can exploit those differences and reap great rewards from good campaigns.
You will learn:
- Content Networks.
- Content vs Search Ads
PPC ECONOMICS
This next section deals with an often overlooked, but critical, aspect of PPC account management: the financials. For ultimate campaign and paid search success, it's critical to ensure a solid understanding of optimal bid management as well as auditing existing campaigns in order to weed out unprofitable ads and maximize exposure for successful ones. David is joined in this section by veteran paid search colleagues Alan Rimm-Kaufman and George Michie to flesh out the necessary financial details and strategies.
You will learn:
- PPC Economics & Bid Optimization.
- Auditing Your PPC Program: Spreadsheet Audit.
LAUNCHING YOUR CAMPAIGN & POST-LAUNCH REPORTS
Now that all the pieces are in place, it's time to launch your PPC campaign. Before you do so, however, it's important to ensure all your I's are dotted and T's are crossed. In this next section, David discusses the critical elements to ensure are in place before making your campaign visible. This section also includes an overview of AdWords post-launch tools. Understanding how these strategies work will help you analyze and modify your campaigns as customers interact with your ads and landing pages.
You will learn:
- Pre Launch Checklist for AdWords Campaigns.
- Google AdWords Performance Reporting Part 1.
- Google AdWords Performance Reporting Part 2.
Your Market Motive faculty includes bestselling authors, speakers and consultants in each internet marketing discipline.
Avinash Kaushik
Avinash Kaushik is the author of "Web Analytics: An Hour A Day" (Wiley 2007), author of the highly rated blog on Web Analytics called Occam's Razor, Analytics Evangelist at Google, and co-founder of Market Motive.
Bryan Eisenberg
Bryan is recognized worldwide as a leading expert on online marketing, conversion and marketing analytics. One of the co-founders and CPO (Chief Persuasion Officer) of Future Now, Inc., Bryan has authored multiple best-selling books on persuasion techniques and customer behavior.
David Szetela
When David Szetela speaks, people listen. A recognized author and speaker, he's frequently heard at Search and Advertising industry events like Search Engine Strategies, SMX, PPC Summit and MarketingSherpa Summit, not to mention on his weekly radio show "PPC Rockstars" at WebMasterRadio.fm.
Greg Jarboe & Jamie O'Donnell
Regarded as the pioneers and leading authorities on online publicity, Greg and Jamie of SEO-PR continue to blaze new trails in online PR strategy. Greg is the acclaimed author of "YouTube and Video Marketing: An Hour a Day" (Wiley, 2009).
Matt Bailey
Matt Bailey of SiteLogic knows the ins and outs of the latest social media tactics. Whether it's Digg, Flickr or a campaign using corporate blogging along with YouTube video, Matt is an internationally recognized authority on search engine marketing, website analytics, usability, and accessibility and matching a social media strategy to your larger business and marketing goals.
Jennifer Evans Laycock
Jennifer Laycock is recognized worldwide as a leading authority on search and social media marketing. Jennifer is Editor in Chief of Search Engine Guide, serves as the director of marketing for Site Logic Marketing, and is the author of "The Small Business Guide to Search Engine Marketing" and of the popular "Zero Dollars, a Little Bit of Talent and 30 Days" series.
Todd Malicoat
Author of popular SEO blog StuntDubl.com and frequent conference speaker, Todd has an uncanny ability to come up with new angles on the complex realm of SEO, link building, link baiting and search engine marketing. With Todd, you learn the basics, and a whole lot more.
"Market Motive is such a great program. They really take care of their students. DEF rec to anyone interested in getting certified in SEO."