In this no-nonsense approach to PPC education, join Alan Rimm-Kaufman, Bryan Eisenberg, Mary Huffman, and Michael Stebbins as you learn a comprehensive, cross-discipline approach to designing, building, and maintaining your PPC programs. Everything you need to run a single campaign or manage dozens of clients is here in one course, including hands-on, step-by-step building of your first campaign, bidding and economic considerations, landing page optimization, and an advanced, behind-the-scenes look at avoiding click fraud and Google's quality score algorithm. You'll not only build a solid foundation for your PPC education, but also give you some advanced tools and strategies to employ for the lifetime of your paid search career.
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 ListIn 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 CopyIn 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 AccountIn 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 NetworksMaking 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 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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Keyword Matching OptionsKeyword 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 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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Building Out PPC CampaignsIn his second presentation, Alan Rimm-Kaufman discusses how to build out your pay-per-click campaigns. Alan suggests turning the process upside down by starting with your destination URLs and generating relevant keywords to describe each page, rather than starting with the keywords. You will also find helpful tips on maintaining your account using Google's AdWords Editor and Microsoft Excel, including step-by-step directions on how to remove duplicates from your data. |
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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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Hierarchy of OptimizationBryan uses a whiteboard to illustrate the five levels of conversion optimization. You'll walk away with a greater understanding of A/B and multivariate testing, a better idea of where to focus your testing to provide the quickest and most valuable results, and an answer to the question "Why is failure a good thing when performing optimization testing?" Take notes, there is a lot to learn but the benefit to your business can be truly astounding. |
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Landing Page Building, Testing, and Conversion OptimizationBryan explains why you should have a purpose in mind before you begin testing. He then discusses many of the elements that go into a landing pages and lists many variations of those elements that you should be testing. Bryan continues his discussion of the elements of landing pages that you should be testing. |
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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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How to Game Google Quality ScoreHave any of your ads been stopped due to Googles new Quality Score algorithm? Heres a 20 minute clip where Michael shares four of his favorite ways to game Google AdWords Quality Score. You might have heard of the first two, but the last two are surprising. UPDATED FOR November 2008 Quality Score Changes! |
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How to Detect and Eliminate PPC Click FraudDetect PPC click fraud in your campaigns and get a fair refund from the search engines. Learn the surprising by-product of PPC fraud detection that has saved our members 40% of monthly PPC spend. |
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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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Bryan EisenbergBryan is recognized worldwide as a leading expert on online marketing, conversion and marketing analytics. One of the co-founders and CPO (Chief Persuasion Officer) of Future Now, Inc., Bryan has been helping companies realize that to maximize results it is essential to incorporate expert persuasion techniques and a deep understanding of customer behavior into all marketing efforts. |
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Michael StebbinsMichael Stebbins, a recognized marketing strategist, web analytics inventor, speaker and former VP of ClickTracks, is CEO and founder of Market Motive. Michael focuses on the recurring process of Internet marketing measurement and specializes in online lead capture and conversion techniques. |
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. |