Pay Per Click Marketing

Short Description

Having a presence on the web is only useful if people are visiting your site. Have you ever wondered what it would be like if your site had more traffic, or if you could generate more revenue through your website? This seminar shows the impact of what a successful paid Web marketing campaign can provide your company. We review the costs associated with a successful campaign and explain the differences of organic search engine optimization (SEO) and paid advertising (SEM) and show you how to implement an effective strategy. Benefits include:

Generating a Return on Your Investment (ROI)
Understanding the foundation of SEM
Gaining a competitive analysis
Building, optimizing and managing a successful SEM campaign

Course Outline:

Lesson 1: History and Foundation of Online Marketing

Internet Marketing
Internet Advertising
Types of online ads
Understanding Banner Advertising
Static vs. Dynamic ads
Email vs. Spam

Lesson 2: Introduction to Pay Per Click (PPC)

PPC Advertising Walk Through
Benefits
Content Match PPC Advertising
Tips and Tricks

Lesson 3: Generating Web Traffic

Creating Media exposure and developing a strategy
Gaining the trust of your clients
Increasing your public profile

Lesson 4: Establishing an Online Marketing strategy

Using Press Releases to generate exposure
Publish customer testimonials
Techniques for generating Web site traffic

Lesson 5: Budgeting your PPC Campaign

Keyword research tools
Developing keywords
Establishing a budget
PPC budget planning
Measuring your return on investment (ROI)

Lesson 6: Google AdWords

What is it
Where will my Google AdWords appear
How are Google AdWords ranked
How much will they cost
Establishing and Managing your Google AdWords account
Google Traffic Estimator
Google AdWords Campaign Setup
The Google campaign summary
Google AdWords Report

Lesson 7: Yahoo! Search Marketing

Yahoo! Sponsored Search
Yahoo! Sponsored Search Listing Guidelines
Setting up a Yahoo! Sponsored Search account
Creating Yahoo! Sponsored Search Account Keywords
Yahoo! Keyword Key Cost Factors
Creating a Yahoo! Sponsored Search Ad
Search Engine Optimization Copywriting
Yahoo! Sponsored Search Ad Keyword Bidding
Yahoo! Recommended Bidding Strategies
Yahoo! Sponsored Search Reports
Yahoo! Content Match
Yahoo! Search Submit
Yahoo! Search Marketing Tips and Tricks

Lesson 8: Microsoft adCenter

How to set up a Microsoft adCenter account
Developing an effective Microsoft adCenter campaign
Other PPC Advertising Programs and Providers
Shopping Search Engines
PPC Bid Management
Hiring a Professional Marketing Service Provider

Lesson 9: How to Identify and combat fraud

What is fraud related to PPC Marketing
Suggestions for combating fraud
Available fraud protection options
PPC advertising briefly
Calculating the cost
PPC Bidding Wars
Keyword targeting
Choosing a PPC search Engine
What is Click Fraud
Who engages in click fraud
Why do people steal?
How widespread is the problem
Anti-click Fraud strategies
Avoiding PPC Networks that allow incentive sites

Lesson 10: Increase Profits with Google AdSense

How to set up your Google AdSense campaign
Google AdSense Program policies
Setting Google AdSense on your website
How to set up your Google referrals
Tips and ticks for maximizing Google AdSense on your Website

Lesson 11: How to increase sales with Affiliate Marketing

Defining affiliate Programs
Who uses them
Affiliate Payment Process
Residual Payment Program
Two-tier Affiliate programs
How Affiliate programs work
Affiliate Programs Network
Becoming part of an Affiliate program
How Affiliates link to you site
The success of Affiliate programs
Setting up an Affiliate program
Affiliate Link
Features of Affiliate Link (ROI Advantage) networ

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