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Online Curriculum
Instant Access
Get instant access to learning materials minutes after signup.
Streaming Video Lessons
Watch lessons any time, on your schedule. Pause, rewind, rewatch!
Exercises
Practical exercises let you try out what you're learning as you go.
Progress Quizzes
Regular quizzes let you test your growing knowledge.
Cross Training
Focus on your major, plus access materials in all other disciplines.
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Start Today
Progress at your own pace. Study one or all of the online marketing disciplines. |
Instant access
to self-paced,
PLUS 90 days
coached training
starting
Jan. 16, 2012. |
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Faculty Interaction
Live Interactive Webinars
7 live, monthly cross-discipline webinars free for all students.
"Ask the Experts" Forums
Ask questions about courses or personal projects 24x7.
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Coached Courses Also Include:
Structured Curriculum Schedule
Progress through your major with weekly lessons & assignments.
Faculty Mentoring
Turn in weekly homework for personalized faculty feedback.
Virtual Office Hours
Weekly calls put you on the phone with faculty & other students.
Hands On Graded Projects
Tackle a final, real-world project. Get faculty guidance and grading.
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Earn Your Certification
Certification Recognized Industrywide
Pass your course and download your certificate instantly.
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Self-Paced Plan | $299/mo
Several payment options available
Start learning right away.
Progress on your schedule, at your own pace
Coached Course | $3500
Several payment options available
Instant access to self-paced,
PLUS 90 days coached training
starting
Jan. 16, 2012
Market Motive Benefits
- 100% Online
- Less expensive than traveling to conferences and seminars
- Updated lessons keep you current on industry trends
- Grads qualify for OMPC Certification
Cross Training
Choose a "major", plus cross train & certify in all the other Practitioner learning paths.
That's right - you get access to all the self-paced training in every discipline.
Keep Learning
After Certification, Maintain your expertise with an ongoing membership: keep access to our constantly updated training resources, webinars, and forums.
It's simple. We're so confident that you'll find value in our service that there are no long term
contracts to sign - cancel any time. Cancel in the first 7 days for a full refund.
But you won't want to. We know you'll be thrilled with the quality of instruction.
Self-Paced Online Plan
Coached Online Courses
Here's What to Expect in Your Master Certification Program
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 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 someday, you'll even find yourself on the other side of those hard-nosed questions!
What is The "Industry Recognition" I'll Get?
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:
This 100% online faculty-led course follows a structured 90-day curriculum. You'll get the video lessons and progress quizzes, plus weekly homework assignments with personalized feedback, weekly mentoring phone calls, and a final, graded, real-world project.
- Structured semester starts
Jan. 16, 2012.
- Faculty feedback on your weekly assignments.
- Weekly live "office hours" conference calls with faculty and fellow students.
- Faculty feedback and guidance on your final hands-on project.
- Earn your Faculty endorsement to become Master Certified.
- Any-time faculty Q&A in the forums.
- Cross train with access to self-paced training materials in all six major industry disciplines.
- Live weekly cross-discipline training webinars.
- No travel required. Learn from your desktop anytime.
- Pay less than the cost of a University course or industry conference.
Self-Paced Plan | $299/mo
Several payment options available
Start learning right away.
Progress on your schedule, at your own pace
Coached Course | $3500
Several payment options available
Instant access to self-paced,
PLUS 90 days coached training
starting
Jan. 16, 2012
Self-Paced Online Plan
Coached Online Courses
Our 100%-online structured curriculum includes on-demand video lessons, live screen share webinars with the top authors and speakers in internet marketing, and Q&A forums where you can interact directly with Faculty and other students. Online quizzes ensure you're on track and "getting it"
Time Commitment
Most students follow the structured modules and spend an average of 2-5 hours per week on the material over the course of the 10-week training. This time allotment includes a combination of on-demand video training modules, webinar workshops, self-paced assignments, online quizzes, and a review of any material not comprehended the first time through.
Live Webinar Workshops
Login to faculty-led webinar workshops to supplement the material you're learning in the training modules. Each faculty member runs a workshop each month, so you have plenty of material to choose from.
24x7 Faculty Q&A
Need help understanding some of the material? Post a question in the "Ask the Expert" forums and receive a reply directly from your faculty.
Self-Paced Assignments
Each module includes a sample exercise to give you an opportunity to take what you've learned and put it into practice.
Module Quizzes
Stay on track with what you're learning with topic-specific quizzes. Get a good sense of what you know and what you need to review, complete with guidance back into the material to find your answers.
Unlimited Cross Discipline Training
As part of your enrollment in the Practitioner Credentialization program, you'll have complete access to all of Market Motive's extensive video library...in all topics! Over 300 videos. Watch additional training videos to supplement your training in one discipline.
Downloadable, printable Certification
Our printable certificates prove that you have completed the course and passed the final exam. Hang it on the wall, add it to your resume, or give a copy to your employer to prove you are continuing your education and improving your skills.
Continuing Education
Extend your access and learning with additional semesters in another discipline...or select a yearly plan and receive access to all our Practitioner credentials at once!
In Summary:
This 100% online self-paced plan lets you set your own schedule as you follow a structured curriculum that includes video lessons, exercises, and progress quizzes.
- You set the pace. Most students credential in a discipline in six to twelve weeks.
- Any-time faculty Q&A in the forums.
- Cross-train with access to training materials in all six major industry disciplines.
- Live weekly cross-discipline training webinars.
- No travel required. Learn from your desktop anytime.
- Pay less than the cost of a University course or industry conference.
Self-Paced Plan | $299/mo
Several payment options available
Start learning right away.
Progress on your schedule, at your own pace
Coached Course | $3500
Several payment options available
Instant access to self-paced,
PLUS 90 days coached training
starting
Jan. 16, 2012
More About The 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 ADVERTISING
Start with an overview of paid search and the underlying principles of direct response advertising in general, including the goals of search engines, advertisers, and customers. You'll cover everything from PPC user psychology to breaking down the various stages in the buying cycle.
You will learn:
- The psychology of search.
- The secrets of effective copy writing.
- The correlation between user attention and advertising spend.
- How a customer progresses through the buying funnel.
INTRODUCTION TO KEYWORDS & MATCH TYPES
In this first section, you'll study the basis for all PPC advertising: keywords. Understanding the connection between strategically placing keywords in your ads, and using match types to connect those ads with user search queries, will be a critical skill to master for successful paid search campaigns. You'll also take a look at match type options and integrating negative keywords into your campaigns.
You will learn:
- How to lay out a spreadsheet defining features and benefits.
- How to craft the perfect headline.
- The critical elements of your display URL.
- How to create a keyword list from the perspective of the targeted personas.
- Effective keyword research tools and how to use them.
- Why you need separate campaigns for search and content campaigns.
- How to save time with AdWords Editor.
- How to harness the power of ad extensions.
WRITING EFFECTIVE AD COPY & INTRO TO LANDING PAGES
At the heart of every PPC campaign is the ad itself. It's also where art meets science when your expertly researched keywords join with your keen sense of style. And in a sea of competing PPC ads and organic search results, your ad copy is what determines whether potential customers click on your ad... or go elsewhere with their business.
So pay close attention and put your creative hats on. This is where you get to engage the right side of your brain and separate yourself from a universe of ho-hum ads.
You will learn:
- How to write compelling ad copy.
- The difference between feature and benefit based ads.
- How to take advantage of destination and display URLS.
- How to check if you're infringing on any trademarks.
- How to use the Google merchant center.
- How to use call extensions.
- How to create dedicated PPC landing pages.
- How to segment your traffic to various landing pages.
CAMPAIGN SETTINGS
You're ready to flip the switch and go live, right? Not so fast. Before launching your ad campaign there are still a number of decisions to be made: network decisions, location targeting, bid options, language settings, and ad rotation are all important considerations that can impact the effectiveness of your campaign tremendously.
In this module, Brad discusses your available options and offers some practical advice for how to think about your ads -- and your audience -- once you're ready to launch your campaigns.
You will learn:
- What to consider when geographically targeting.
- How to target based on language.
- How to reach the most people within a geography.
- The difference between Search and Display networks.
- How to create campaigns for different devices
- How to create and effectively manage a daily budget
CONVERSION TRACKING, BIDDING, & REPORTING
In this module Brad covers one of the critical remaining pieces to the PPC puzzle: bidding strategies. Understanding bidding formulas, goals, and conversion data is essential for any successful paid search campaign. Bid too much and you'll overextend yourself and wipe out your profits; bid too little and you could miss out on a great deal of qualified traffic.
You will learn:
- How to effectively set and measure goals.
- How to use PPC data to measure your company's objectives.
- How to estimate initial conversion rates.
- How to estimate your revenue per conversion.
- How to optimize bidding options to your needs.
- How to optimize your budget
- How to calculate the value of a click
- All of the different ways you can look at your data in AdWords
THE CONTENT/DISPLAY NETWORK
Now that you've mastered the fine art of the search network, you can set your sights on the ever growing content and display networks. These opportunities not only expand the reach of your ads, they also expand the types of ads you can offer. In this module Brad uncovers all the details necessary to understand the broad content network (or the display network if you are dedicated to Google), including ad type options, ideal settings, tracking content network ads, and best practices and pitfalls for this powerful ad tool.
You will learn:
- Which keywords to use in display network campaigns.
- How your keywords should differ from search advertising campaigns.
- Why rich media ads require standard ad copy.
- How to measure results of CPM campaigns.
- Best practices for enhanced campaigns.
- How to run Placement Performance Reports.
- Which sites to block from your placements.
ACCOUNT ORGANIZATION
While great ads will make a drastic difference in a campaign's success or failure, proper account organization lets you set exact expectations for each campaign. From controlling ad groups to match type decisions, generating keyword combinations, and micro control over landing pages, smart account organization can protect your budget's bottom line and ensure your ads and landing pages are seen in the most optimal manner.
You will learn:
- How to organize ad groups by brand and intent.
- Optimize your paid search by tightly theming your Ad Groups.
- The secrets of managing complex campaign goals with a step-by-step guide to campaign structures.
- How to clearly set and achieve your goals with campaign organization.
- How the experts organize their campaigns.
QUALITY SCORE
For a long time ad position was determined solely by how much you were willing to bid. Then quality score became an important, if elusive, variable. Now, paid search has grown in sophistication and PPC experts are masters of click through rate, landing pages, relevance, and a slew of other factors that determine where your ad is positioned against the competition. In this module, Brad outlines the major factors you need to focus on when building your ads, and exactly how to balance your max CPC with a solid quality score to get the optimal ad position for your product or service.
You will learn:
- The three major factors that determine quality score.
- What to do with a substandard landing page.
- How improving your quality score can decrease the cost of your Ad Words campaigns.
- Find the best places you can optimize for better quality score.
- How to organize and maneuver through piles of data with ease.
- How to research specific terms to use in your ad copy.
- What you need to do for problem quality scores and sudden changes in quality score.
- How to create an effective landing page that ensures a consistently high quality score.
TESTING & ADVANCED LANDING PAGE STRATEGY
So far you've focused on creating and optimizing ads. But what happens after the research is done, the ads are created, and the campaigns are launched? How do you know what's working, what's not working, and where you should focus your efforts? In this module, Brad explores the strategies and best practices for running ad and landing page tests that will save you a lot of time... and even more money.
As an added bonus, landing page and conversion optimization expert Bryan Eisenberg joins the conversation with his highly enlightening video, Building the Perfect Landing Page.
You will learn:
- The best ways to test your ad copy.
- How to run tests in a low volume account.
- How to choose the right landing pages for each of your ad campaigns.
- How to streamline your landing pages using page segmentation.
- How Adwords Campaign Experiments (ACE) can be used to control risk.
- How to define and analyze your experiments.
- The importance of testing for impact, not variations.
- 8 different button variables.
- 7 variables for creating forms.
- 30 key optimization factors broken into 4 main categories.
TOOLS & OTHER NETWORKS
Despite Google and other search engines being the primary place most ads get displayed, there are a number of emerging social media options available for paid search ads. In this bonus module, Brad reviews Facebook and LinkedIn as powerful opportunities to expand your paid advertising efforts.
You will learn:
- How to maneuver through your data in adCenter.
- The differences between AdWords and adCenter.
- How to create large amounts of ads with little effort.
- How to manage your campaigns more efficiently.
- How to set up PPC campaigns in LinkedIn and Facebook.
- The benefits of having a custom Facebook page.
- How to determine your budgets and bids for your social media PPC campaigns.
Self-Paced Plan | $299/mo
Several payment options available
Start learning right away.
Progress on your schedule, at your own pace
Coached Course | $3500
Several payment options available
Instant access to self-paced,
PLUS 90 days coached training
starting
Jan. 16, 2012
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 2.0" (Sybex 2009) and "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 a sought-after speaker, consultant, and coach who is recognized worldwide as a leading expert on online marketing, conversion and marketing analytics. He has co-authored multiple best-selling books on persuasion techniques and customer behavior, including Call To Action, Always Be Testing, and Waiting For Your Cat To Bark.
Brad Geddes
Brad is the author of the well-respected book "Advanced Google Adwords", and founder of CertifiedKnowledge.org, an online source where the Paid Search community comes together for training, tools, and advice. Brad frequently writes columns for Search Engine Land, co-moderates the AdWords forum on Webmaster World, and has spoken at more than 35 conferences.
Mary Kingsley Huffman
Mary Kingsley Huffman is a founding Partner and Executive Vice President at Ionic Media, a "thought-leading, multi-channel media optimization agency." She speaks regularly on the topics of landing page development and testing, B2B marketing and conversion improvement and is the former Director of Marketing at Overture.
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 the most important internet marketing fundamentals. Truly a Renaissance man, 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 Cario
As a social media strategist and President of SugarSpun Marketing, Jennifer Evans Cario (formerly Laycock) has made a career out of finding unique and creative ways to connect with consumers. She has served as Editor in Chief of Search Engine Guide, and is the author of "The Small Business Guide to Search Engine Marketing" and the "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.
Self-Paced Plan | $299/mo
Several payment options available
Start learning right away.
Progress on your schedule, at your own pace
Coached Course | $3500
Several payment options available
Instant access to self-paced,
PLUS 90 days coached training
starting
Jan. 16, 2012
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As used by:
Testimonials
Hear From Our Grads:
"I've done the Web Analytics certification at UBC... it was good, but nowhere close to what I got out of Market Motive's class.."
- Manjula Higginbotham,
Conversion Optimization
Master Certified
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