In the PPC game, dollars are everything. Every dollar that's spent on ad placement is another dollar made on the sale. Add those dollars up over thousands of impressions and your bidding changes your bottom line in a hurry. In this course, Mary Huffman, Mark Evans, and Alan Rimm-Kaufman take you through a series of steps to ensure your bids are done with purpose and with thought behind them. Follow along as you learn the concepts, strategies, calculations, and questions to ask when establishing your optimal bids. If you're running your own PPC campaigns or advising others on how to run theirs, this course is a must.
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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Bidding for SuccessAre 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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Advanced Bidding StrategiesIn 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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Maximum Bid Price CalculationMaximum bid prices should reflect the true value of a keyword. The true value depends on factors unique to each business such as product margins, conversion rate, and average order value. These three pieces of data are typically used in the maximum bid price calculation. In this video, Mark Evans of Ionic Media suggests a few tweaks to the equation to more accurately represent the value of keywords to your business. |
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PPC Economics & Bid OptimizationUnderstanding how your paid search efforts affect your bottom line is essential to your company's financial well-being. In this chapter Alan Rimm-Kaufman sheds light on the economics of paid search and discusses how to optimize your bidding accordingly. |
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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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Mary Kingsley HuffmanMary 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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Mark EvansMark Evans is a founding Partner and Managing Director at Ionic Media. Mark previously worked as the head of advertiser product management for Overture. |
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. |