This course introduces learners to paid search advertising, commonly known as pay‑per‑click (PPC). Learners explore how search marketing aligns with the buying cycle, gain hands‑on experience setting up and managing PPC campaigns, and apply strategies for keyword optimization, ad creation, targeting, landing pages, and performance measurement using real‑world scenarios and industry tools.
Module 1-Explain the purpose of paid search (pay-per-click) advertising
Module 2-Define search marketing, search engine marketing (SEM), and search engine optimization (SEO)
Module 3-Describe the search process and the search buying cycle
Module 4-Demonstrate how to set PPC account goals and measure them
Module 5-Explain how to build a PPC account and estimate conversion rates
Module 6-Understand and set bids
Module 7-Conduct an audit of a PPC account
Module 8-Describe different types of keyword searches
Module 9-Explain how to use keyword planners and other tools
Module 10-Describe how to use keyword matching and negative keywords
Module 11-Describe the benefits of paid search (pay-per-click) and the parts of an ad
Module 12-Explain how dynamic keywords and different ad extensions are beneficial
Module 13-Relate how a marketer can segment B2B and B2C searchers
Module 14-Describe the difference between mobile and desktop ads and landing pages
Module 15-Explain how to optimize a landing page
Module 16-Understand the difference between search and display advertising
Module 17-Describe display ad formats and the importance of contextual advertising
Module 18-Identify components of an effective paid search report
Module 19-Describe the pros and cons of A/B versus multivariate testing
Module 20-Explain how to manage the PPC channel and why editors are useful
After completing this course, the learner will be able to:
Explain the role of paid search within digital marketing and the buying cycle
Set up and manage a paid search (PPC) advertising account
Define campaign goals and measure performance using key PPC metrics
Apply keyword research and bidding strategies to improve results
Create effective ads and optimized landing pages
Select appropriate targeting methods and ad formats, including search and display
Analyze campaign data to improve quality score and performance
Apply A/B and multivariate testing techniques to optimize paid search campaigns
Certificate of completion
This class is an independent-study course. Students will have all the resources needed to successfully complete the course within the online material. A student helpdesk is available for technical support during the course enrollment.