You've done the research, figured out the economics, and built your PPC program. With your hard work completed, you can now sit back and simply watch the profits roll in, right? Wrong. All too often, companies and individuals fall into the trap of thinking that once a campaign is researched, built, and out the door, it will continue to run effectively as is. Not so fast. A critical part of any PPC program is a continual campaign audit. From cost and ROI re-evaluation to ad copy review to a complete spreadsheet overview, your PPC campaign is a living, breathing entity that consistently needs care. So follow along with Alan and George as they walk you through the necessary steps to managing your existing PPC campaigns.
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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Auditing Your PPC Program Part 1: Costs and SalesIn the first part of a three part series on auditing your pay-per-click programs, Alan explains how to audit your sales and cost data, why this process is necessary, what obstacles you will encounter, and how to overcome these obstacles. |
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Auditing Your PPC Program Part 2: Phrases, Copy, & BidsIn the second part of a three part series on auditing your pay-per-click programs, Alan explains how to audit your search phrases, ad copy, and keyword bids. |
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Auditing Your PPC Program Part 3: Spreadsheet AuditGeorge Michie of The Rimm-Kauffman Group finishes off the three part series on auditing your ppc program. In this video George will walk you through a spreadsheet of paid search keyword data and shows you how to find the winners and losers, and more importantly, what to do once you know how your keywords are performing. |
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Course Instructors:
You're taught by the industry's foremost experts in paid search marketing. 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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Alan Rimm-KaufmanAlan is the founder of the Rimm-Kaufman Group, a leading paid search agency that was named to Inc. Magazine's list of Top 500 Fastest Growing Private Companies in America in 2008. Before founding the Rimm-Kaufman Group in 2003, Alan worked as the Vice President of Marketing for the Crutchfield Group where online revenues grew by 450% during his tenure. |
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George MichieGeorge is the co-founder and CEO of the Rimm-Kaufman Group. Prior the the Rimm-Kaufman Group, George worked as Manager of Marketing Systems at Crutchfield Corporation. George speaks frequently at industry conferences and guest lectures at the University of Virginia’s McIntire School of Commerce and Darden Graduate School of Business. |
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. |