Pay-Per-Click (PPC) Marketing - Google Adwords, Microsoft Adcenter
This lesson will cover how to generate the most cost effective traffic from both Google Adwords, which covers Google, AOL Search and other partner sites, and Microsoft AdCenter, which covers Bing, Yahoo, and other partner sites.
Please find the module outline below:
Keyword Selection
- Highly trafficked generic keywords vs. long tail targeted keywords
- Broad keywords vs. exact matches
- How to determine which keywords will convert on a shoestring budget
- Save money with negative keywords
Ad & Creative Development
- Writing text ad copy that converts
- Creating high conversion banners for image ads and how to determine best placement on partner sites
- Best practices for search, partner sites, device specific and video promotion
Ad Copy Testing
- Statistics and conversion tracking
- A/B & multivariate ad testing
Landing Page Optimization
- Landing page "must have" features that make a site sell
- A/B lading & multivariate testing
Content partners
- Partner tracking
- Removing partners
- Lookout for click fraud
Budgets
- How to squeeze out more clicks with and still lower your budget
- How to properly identify best days and times to promote your ads
Conversion Tracking Tools & Statistics
- Google Analytics
- Piwik