Introduction to PPC Advertising
Keyword Research and Analysis
Ad Copywriting and Design
Campaign Structure and Settings
Ad Quality Score and Bid Management
Introduction to PPC Advertising
Understanding PPC advertising and its benefits
Differentiating between organic and paid search results
Exploring popular PPC advertising platforms (Google Ads, Bing Ads, etc.)
Setting campaign objectives and defining key metrics
Creating a PPC advertising budget
Keyword Research and Analysis
Importance of keyword research in PPC campaigns
Conducting keyword research using tools (Google Keyword Planner, SEMrush, etc.)
Analyzing keyword competition and search volume
Identifying long-tail keywords and their relevance
Using negative keywords to improve campaign performance
Ad Copywriting and Design
Crafting compelling ad headlines and descriptions
Utilizing call-to-action (CTA) techniques for higher click-through rates (CTR)
A/B testing ad variations for optimal performance
Designing visually appealing and engaging display ads
Incorporating ad extensions for improved ad visibility
Campaign Structure and Settings
Understanding campaign hierarchy (campaigns, ad groups, ads)
Creating effective campaign and ad group structures
Setting campaign targeting options (geographic, demographic, etc.)
Optimizing ad scheduling and ad delivery methods
Implementing conversion tracking for campaign measurement
Ad Quality Score and Bid Management
Understanding the concept of Quality Score and its impact on ad performance
Improving ad relevance, landing page experience, and expected click-through rates
Managing keyword bids and bid strategies (manual, automated, etc.)
Utilizing bid modifiers for specific devices, locations, and demographics
Monitoring ad position and average ad position metrics