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Whether you're just starting out in the PPC game or a seasoned professional looking for a refresher of to fill in the gaps, this series is about as complete as it gets. Follow along as Mary Huffman takes you through all the fundamentals, strategies, pitfalls, and options inside the complex world of paid search. This seven video series covers everything you need to know,including building a keyword list, writing effective ad copy, properly setting up your campaigns, optimal bidding techniques, landing pages, content networks, and post-launch audits.
Course includes:
- 24-7 access to streaming video tutorials
- Full year of access to purchased courses
- Course study guide with self-paced assignments
- Section quizzes to ensure you're on track
- Access to six monthly workshops to ask live questions of the faculty
- Access to "Ask the Expert" forums to get your questions answered at any time
- Extensive final exam with printable certificate of completion
Course Curriculum:
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Building Out Your PPC Keyword List
In the first video in her series for PPC beginners, Mary Kingsley Huffman details the steps to take to build out your PPC keyword list. If you want to have success in paid search you need a large list of high quality keywords that drive traffic from people who want what you offer. Mary shows you how to structure your account for maximum performance, how to generate a list of keywords, and how to add to that list with popular keyword generation tools. By the end of this video you'll have a strong foundation to build on for your paid search advertising.
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Writing Effective PPC Ad Copy
In the second video in her series for PPC beginners, Mary Kingsley Huffman walks you through some tips and tricks for writing ad copy that will draw the eye, lead to clicks, and produce conversions. After watching this video you'll understand how ad copy can be used to attract only the visitors you want -- those that buy -- and repel those looky-loos that have no intent to make a purchase.
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Structuring Your PPC Account
In the third video in her series for PPC beginners, Mary Kingsley Huffman explains why the structure of your PPC account is critical to success. How, you ask? For one, it will save you a lot of time in gathering data to determine which keywords are performing well. Watch the video to find out just how many ways the often overlooked account structure can affect your PPC success.
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Driving High Quality Traffic from Content Networks
Making money on the content network is notoriously difficult. The difficulty is compounded by the problem that most search marketers treat content advertising the same way they do search advertising. In this introductory video Mary Kingsley Huffman of Ionic Media explains why content and search are two very different things, how they differ, and how you can take advantage of these differences to create ads that convert in content.
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Bidding for Success
Are you engaged in ego bidding? Do you want to be the number one paid listing regardless of how much it is costing your company? Mary Kingsley Huffman shows you how to get over yourself by letting the numbers drive your decisions. In this introductory video on pay-per-click bidding Mary shows you how to factor in such things as product margins, conversion rates, average order value, and acquisition costs to arrive at a rational maximum bid price.
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Keyword Matching Options
Keyword matching types differ by search engine, but they all basically do the same thing: control which keywords trigger an ad to display. Mary Kingsley Huffman of Ionic Media walks you through the differences between the three main match types, when each match type is appropriate to use, and how to implement match types to increase return on investment. Knowing the basics of keyword matching options alone will give you a significant performance boost.
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Advanced Bidding Strategies
In Bidding for Success Mary Kingsley Huffman of Ionic Media provided you with a basic understanding of how to set a maximum bid price that will make you money. In this video Mary builds upon Bidding for Success by introducing you to more advanced bidding strategies. You will learn how factoring in per-product pricing, average lifetime value of a customer, latency, and portfolio pricing gives you a better idea of the true value of each click. You'll also learn what questions you should be asking before you invest in bid management software.
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Course Instructors:
You're taught by one of the industry's foremost expert in online video, social media, and online publicity. Learn from years of hands-on experiences that helped our experts get to the top of their game, avoid the mistakes they made along the way, and pick their brains on our monthly workshops which give you the opportunity to ask questions directly of our faculty on anything that may be preventing you from achieving your search marketing goals. Can't make it to a workshop? Simply post your questions in our "Ask the Experts" forum and get an answer promptly.
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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.
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Certificate of Completion:
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Our printable certificates prove that you have completed the course and passed the final exam. Print it out, hang it on the wall, and bask in it's glory or give a copy to your employer to prove you are continuing your education and improving your skills.
Want to get the full endorsement from our faculty? Participate in our three-month Master Certification for hands-on instruction with the faculty, complete with course projects and graduation ceremony.
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