Pay Per Click (PPC) Training Course

Course details

Packed with real world case studies and practical hands-on class activities, participants will be taught how to create, analyze, and optimize PPC campaigns with practical implementation on Facebook Ads and Google AdWords platform in this intensive 2-day SEM/PPC course.

From basic to advanced keyword research, ad copy and landing page creation to profitable bidding strategies, conversion optimization, and analytics, participants will gain valuable knowledge and actionable strategies to optimize PPC campaigns for success.

Objectives

By the end of this course, participants will:

• Be proficient with both Facebook Ads and Google AdWords interface and how to create and manage Search, Display, and Remarketing campaigns.
• Learn how to avoid costly mistakes that hinder the profitability of paid advertising campaigns.
• Learn how to create effective landing pages and ad creatives to maximize ROI.
• Learn how to test, analyze, and refine paid advertising campaigns.

Key Features

• Up-to-date course modules
• Hands-on with lots of practical examples
• Structured curriculum
• Real world examples & case studies
• Developed by experts with extensive experience in the Asia region
• After-training support

Target Audience

This is an entry-level course for marketers who wish to explore and harness a new channel of digital marketing to generate more leads. For marketers who already have already tried their hands on Facebook Ads and Google AdWords, this course serves as an add-on to your existing knowledge, covering more advanced and ROI-focused strategies.

Part 1: Facebook Ads

Chapter 1: Introduction

Instructor-led | Mode of delivery (Presentation,case studies, practical)

• Why Advertise on Facebook?
• Setting up your Facebook Ads account

Chapter 2: Defining Your Audience

Instructor-led | Mode of delivery (Presentation, small group discussions, worksheet, case studies)

• What is targeted marketing and why is it so important?
• Defining your goals and setting your KPIs (Identifying
• challenges and coming up with solutions)
• Defining your marketing personas (You can't go far if you skip this step)
• Real world case studies

Chapter 3: Ad Campaign Development & Execution

Instructor-led | Mode of delivery (Presentation,case studies, practical)

• Facebook Ad campaign structure
• Setting up the Facebook pixel and custom conversions
• Defining and segmenting your audiences
• Types of Facebook Ads (Page Post Engagement,Page Likes, Clicks to Website, Website Conversions, Dynamic Product Adverts, Reach and Frequency etc) 
• Creating your first Facebook ad campaign
• Types of bidding
• The science of successful Facebook Ads, backed by real world data
• Facebook ad creative best practices

Chapter 4: Measurement & Optimization

Instructor-led | Mode of delivery (Presentation, case studies, small group discussions, practical)

• Managing your ads from both Power Editor & Ad Manager interfaces
• The formula for successful advertising - Reach, Resonance, Reaction
• Identifying weaknesses and strengths through your Facebook Ad reports and making appropriate adjustments
• Facebook Ad relevance scores
• A/B split testing

Project: Real World Project Simulation Exercise

Instructor-led | Mode of delivery (Small group discussions, practical, assessment)

• Define your marketing objectives and target audience
• Develop and execute a Facebook Ad campaign
• Analyze and optimize mock-up metrics
• Share your project with the class

Part 2: Google AdWords

Chapter 1: Introduction

Instructor-led | Mode of delivery (Presentation)

• Why Google AdWords
• How AdWords works on the web
• How Google AdWords complements your SEO campaigns
• Types of AdWords Campaigns
• The two main objectives of an AdWords campaign
• The winning SEM workflow (Test, Analyze, Refine)

Chapter 2: Test

Instructor-led | Mode of delivery (Presentation, case studies, small group discussions, worksheet, practical)

• Understanding the structure of an AdWords account
• Creating your first AdWords Search campaigns
• Creating your first ad group
• Understanding keyword match types
• How to conduct effective keyword research
• Understanding the buying funnel
• Building your keyword list
• Creating your ad creative
• Ad creative best practices
• Creating landing pages
• Landing page best practices
• A/B split testing your ads and landing pages
• Setting up performance measuring tools such as conversion tracking and Google Analytics
• How to Estimate Value-Per-Conversion (Short term)
• How to estimate the full value of an AdWords customer (Long term)

Chapter 3: Analyze & Refine

Instructor-led | Mode of delivery (Presentation, case studies, worksheet, practical)

• Key PPC success metrics to track and analyze
• Identifying weaknesses and strengths through your AdWords reports and making appropriate adjustments

Bonus: Create an AdWords Display and Remarketing Campaign

Project: Real World Project Simulation Exercise

Instructor-led | Mode of delivery (Presentation, case studies, small group discussions, practical, assessment)

• Define your marketing objectives and target audience
• Develop and execute a Google AdWords campaign
• Analyze and optimize mock-up metrics
• Share your project with the class