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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
June 24, 2013. |
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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
June 24, 2013
Market Motive Benefits
- 100% Online
- Less expensive than traveling to conferences and seminars
- Updated lessons keep you current on industry trends
- Grads qualify for OMCP 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.
Whether you're pursuing Self-Paced training or a Coached course, you study when it's convenient for you.
- On average, self-paced students spend about two to five hours per week watching videos, doing exercises, and taking quizzes. Most certify in six to twelve weeks.
- Coached students will spend at least four to seven hours per week during the 12 week semester, plus more when it's time to tackle their final projects.
Flexible features put you in control.
Enroll in Multiple Courses: Now that you're a member, you can enroll to study -- and certify in -- any of our disciplines. Even if you're a Coached student, you can cross-train in other specialties in the self-paced courses. So go to town, and consume as much of our content as you've got time and energy for!
From the Start Here page, you can easily sign up for the courses you want, see which module quizzes you've passed, and access our suite of elective courses too.
Follow Our Structured Curriculum: After you've enrolled in a course, you can work your way through the structured curriculum. Every course is made up of a series of sections, or modules. Each section contains a short PDF study guide to set your expectations, a series of videos, and a short progress quiz.
The section quizzes aren't graded... it's just a way for you to ensure you've embraced the material. If you miss a question, we'll let you know which video to review so you can brush up.
Always New Videos: Every time you log into the Start Here page, you'll get a snapshot of any new videos we've added (and we're adding them all the time). Shortcuts take you right to the new material.
We'll keep you up-to-date on all the latest tools and trends.
Attend Weekly Webinars:We've got up to 7 live webinar workshops each month. And you're invited to every one of them. We'll let you know what they're about right on your Start Here page. Register for any workshop that interests you, and you'll get a special URL to attend, a link to add it to your Outlook calendar, and reminder emails as the date approaches.
Missed one of the recent webinars? No worries -- they're recorded, and added to the library as soon as possible. We even record the Q&A, so you can benefit from all the great questions attendees ask. That's just how we are.
Join the User Forums: Our Ask The Experts Forum is available to all students, self-paced or faculty-led. If you've got questions about the video lessons, the assignments, a quiz, or even a client project you've got at work, this is the best resource on the web.
The forum is actively monitored by our technical staff, our fine Faculty, current students, and Master Certified Market Motive graduates. So ask away. Knowledge is best when shared.
And, since building a community is what Market Motive is all about, your Start Here page also keeps you up to date on the latest forum discussions. You'll never miss a thing.
Coached Students Get Feedback on Assignments: If you're a Coached student, you'll have weekly homework assignments. Your Homework Dropbox is where you'll upload your work, and receive personalized feedback from your Faculty. Need clarification on your teacher's notes? No problem. Write a note back, and get clarification.
Or ask your question live in the weekly "Office Hours" conference call, where you and the other Master Certification students in your discipline are all on the line together.
Manage Your Profile: The Start Here page gives you easy access to all your everyday Market Motive tools. For starters, you've got shortcuts to your profile page. Upload a new profile pic, and add your contact information (blog, Twitter, Facebook). You'll be interacting with other students in the forums, so let 'em know who you are.
Take Your Profile Public: You can choose to share your profile page with the world. It will list all the information you'd like people to see, and will automatically populate with your Certification Medallions as you earn them.
It's a great tool for you to verify with employers and clients that you've completed your Certifications, and are now one of the best trained Online Marketing Professionals in the industry.
Manage Your Account: Got billing questions? Need to change your subscription? From the My Account tab, you can control your subscription, see your invoices, and update your email and password. With Market Motive, you're in control.
Even if you need to cancel (hard to believe, but sadly sometimes it's true) you can do it easily from right here. You'll still have access through your current billing period, so you get every day of access you've paid for.
Still got questions? See our FAQs, or contact us any time. Our learning plan specialist would be happy to talk with you, to figure out which plan and discipline will help you best meet your professional goals.
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
June 24, 2013
Latest Video Lessons and Recorded Workshops
Workshop: Negative Keywords
Workshop: Evaluating Your Existing PPC Accounts
Workshop: Mobile PPC on Google and Bing |
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
Understanding the connection between strategically placing keywords in your ads, and using match types to connect those ads with user search queries, is a critical skill to master for successful paid search campaigns. You'll also study match type options and how to integrate 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
June 24, 2013
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.
Jeff Hasen
Jeff is the author of "Mobilized Marketing: Driving Sales, Engagement, and Loyalty Through Mobile Devices" (Wiley). Jeff co-created the certification program for the Mobile Marketing Association. He is one of only two individuals certified by the MMA to train professionals and students on mobile marketing definitions, techniques and benefits.
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.
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. Matt is the author of "Internet Marketing An Hour A Day", a frequent and popular conference speaker and consultant, and an internationally recognized authority on search engine marketing, website analytics, usability, and accessibility.
Jennifer Evans Cario
As a long-time social media advocate, consultant and speaker, and now President of SugarSpun Marketing, Jennifer has made a career out of finding creative ways to connect with consumers. She is the author of "Pinterest Marketing An Hour A Day", "The Small Business Guide to Search Engine Marketing" and "Zero Dollars, a Little Bit of Talent and 30 Days".
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
June 24, 2013
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