About the Course. Course objective. Who can do this course?

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2 Pay-Per-Click (PPC) Marketing, Google AdWords, Facebook Ads, Bing Ads, Google Analytics, Google Tag Manager, Search, Display & Social Network, Mobile Marketing, Video Ads, Shopping Ads About the Course Pay Per Click (PPC) is an internet advertising system meant to direct online traffic to particular websites where the advertiser pays the publisher a certain price when an ad is clicked. PPC course will kick start with a focus on Google AdWords, Facebook ads, Bing Advertisement, Google Analytics, Google Tag Manager. You will learn the concept of online business models and advertising strategies with detailed and presentation led sessions covering basics to advanced concepts of different digital marketing channel. Course objective At the completion of this course, attendees will be able to; Understand the Concept of Online Business, Websites and Online Advertising Understand Search Engine Marketing and Social Media Marketing Use Google AdWords, Bing Ads, Facebook and Analytics Apply different business goals and most relevant campaigns types for them Research and Analysis before setting up the right campaign type Understand Platform Specific Options, Tools and learning to use them effectively Understand user behavior and optimizing landing page experience Set up tracking, reporting, and learning to optimize and monitor campaign effectively Understand Small to big performance hacks and client communication Setup and market your own profile online and how to establish yourself as expert? Who can do this course? Training program is primarily going to help all those readers who are into advertising and specifically those who aspire to make a career in Internet Marketing (Students / Jobseekers), Entrepreneurs, and Working Professionals. 1

3 Pre-requisites Anyone who wants to learn how to grow business online should have a basic knowledge of website & Internet. Also, understanding of the fundamental concepts of marketing, advertising, and analyzing product and audience will help you to understand the advance concept of PPC. Course Curriculum DAY 1 Introduction to Pay per Click Marketing Understanding Search Engine Advertising Entities Involved in PPC Advertising Workflow of a PPC Ad History of PPC Properties of a Compelling PPC Ad General Formula for Calculating PPC Advantages of PPC Introduction to Google AdWords Introduction to Google AdWords Understanding Google AdWords Create a website for your ads Create an AdWords account: How to sign up Setting up currency and time zone AdWords Hierarchical Structure Submit billing information Understanding your billing options Type of AdWords Account AdWords Account Creation AdWords Account Access Level & Difference Google AdWords Dashboard About campaign settings DAY 2 PPC Terminology Start with PPC technical terms Google Networks Google Search Network & Search Partner Google Display Network YouTube Campaign & Ad type Targeting Methods 2

4 Where your ads will appear How costs are calculated in AdWords Get familiar with account Navigating your AdWords account The Home tab The Campaigns tab The Tools tab Your Billing page About account settings The Opportunities tab The Display Network tab DAY 3 Start with First Campaign Understanding the campaign objective Campaign Setup Detail Explanation Understanding different targeting methods: Device, Location, language Bidding & Budget Ad Extension Campaign Advance Setting Ad Delivery method, Ad Scheduling & Ad Rotation Bid Strategy Manual & Automated bid Strategies Target search page location Target CPA Target ROAS Target outranking share Maximize clicks Enhanced CPC Ad extensions Location Sitelinks Call App Reviews Callouts Structured snippets Price Extension 3

5 DAY 4 Ad Groups: Organize your account Create a new ad group How ad groups work Understanding your ad group status Introduction to Keywords Type of Keywords w/ example Keyword Research Quality Score Ad rank Actual CPC Calculation Keyword Bidding Keyword Planner Tool Traffic Estimator Negative Keywords Cross triggering Introduction to Ad Text Creation of Adcopy Type of Ad Copy Ad Preview & Diagnosis Tool Dynamic Keyword Insertion Expanded Ad Text Diagnose Tool Search Query Report Google Ads Policies DAY 5 Landing page Use of landing pages Types of Landing Pages Elements of an Effective Landing Page Testing the Landing Page Google AdWords Landing Page Policy A/B Testing Landing page performance Conversion Tracking Understanding Campaign Objective Type of conversions Setup Conversion Tracking Conversion source Conversion windows Attribution model 4

6 Conversion tracking tag Tag Manager Configuration Import Google Analytics Goals Import Offline Conversions Tracking Calls in AdWords & through 3 rd party tools DAY 6 Introduction to Shopping Ads/ Product Listing Ads Benefits & Enhancements of PLA Google Merchant Center How to link GMC & AdWords? Google Shopping Policies Products Feed Specification & Attributes Create Shopping Ads Targeting Method How to Refresh the Product Feed? Advance Setting Tips & Optimization Introduction to Dynamic Search Ads What is DSA How it is different from search ads When & Why to use DSA Create DSA Campaign DSA Targeting Method Bidding & Advance setting Structure & Optimization DAY 7 Display Network Creation of Display Network Display Planner (Placement Tool & Contextual Tool) Bidding Options Display Campaign Optimizer Conversion Optimizer Target and bid Targeting Tools Contextual Targeting Placement Targeting Remarketing Interest Categories Topic Targeting Geographic and Language Targeting Demographic Targeting 5

7 Other Tools Combined Targets Exclusions Display Campaign Reporting Keyword-Level Performance Placement Performance Reach and Frequency Campaign Insights View-Through Conversions DAY 8 Cookies Introduction to cookies Remarketing Campaign Standard remarketing Dynamic remarketing Remarketing for mobile apps Video remarketing -list remarketing RLSA (Remarketing List for Search Ads) Introduction to RLSA Optimizing Remarketing Campaign Optimizing Remarketing Campaign DAY 9 Video Ads/ YouTube Ads Understanding video campaigns Linking YouTube channels to an AdWords account Create a True View video campaign Targeting your video ads Measuring your video ads' performance optimizing your video campaign Billing Google AdWords Express What is AdWords Express? Compare AdWords Express and AdWords Set up and manage account Create account and manage settings Business information 6

8 Ad text and headline Ad audience and search phrases Your budget and costs View and improve results Call reporting My Client Center What is MCC & Why use a manager account How to create a manager account? How to link and unlink to an AdWords account or other manager account Inviting users to your account Managing account access levels Managing your account structure Creating an optional login AdWords account DAY 10 Project and Campaign Tips Data Analysis (Live Project) Campaign Optimization Tips Reporting Segment Dimension Ad Extension Filters Customize Column Microsoft Excel Formula for Analysis Pivot Table H & V-lookup Change History Shared library Bulk operations Reports and uploads Labels DAY 11 AdWords Editor Interface Type list Pop-out windows Management and navigation More powerful accounts manager 7

9 Open multiple accounts Multi-select items Tools and features Make multiple changes Undo and redo multiple changes Smarter search Keyboard shortcuts Shared Library Advance AdWords & Reporting Automate Rule Bidding Strategies Attributes Performance Conversions Call details Competitive metrics Search Funnels Introduction to AdWords API AdWords Script DAY 12 Google AdWords Certification Google AdWords Certification Prep Questions Interview Question DAY 13 Getting started with Bing Ads Introduction to campaigns, ad groups and importing campaigns Bidding and traffic estimation Writing an effective ad Choosing keywords Bing Ads policies Bing Ads Features Ad extensions and Product Ads Introducing dynamic text Bing Ads targeting Keyword match options Campaign exclusions Unified Device Targeting Remarketing Bing Shopping and Product Ads Automated Rules 8

10 Bing Campaign optimization Campaign optimization Create a quality ad experience and find your ad Click quality Bing Ads reports Bing Ads Intelligence Tool Universal Event Tracking Bing Ads Editor and Billing Introduction to Bing Ads Editor Setting Budgeting and billing DAY 14 Getting started with Facebook Ads Introduction to Facebook Ads Best Practices Facebook Pages Purchasing Ads Managing Your Ads Advertising Objectives Targeting Campaign Optimization Reporting and Measurement Additional Insights DAY 15 Getting Started with Google Analytics Traffic Sources Content Visitors Goals & Ecommerce Actionable Insights Configuration and Administration Google Analytics Account Hierarchy How Google Analytics Tracking Code Works Cleaning Up Your Data Measuring Conversion Measuring Traffic Measuring Content Measuring Visitors 9

11 Managing Cookies and Tracking Conversion Optimization Extracting Data Best Practices Marketing and Advertising Engagement Conversion Content Experiments Sharing with the Organization Google Analytics Limitations Google Analytics Advance Setting DAY 16 Google Tag Manager Container, Tags, triggers, variables, and the data layer Measurement plan Tag Implementation Set up AdWords conversion tracking Set up Dynamic Remarketing Set up a GA Property variable Setup Goal, event, cross-domain tracking DAY 17 MS-Excel Table Formatting Macros Text to Columns Pivot Tables Importance of Pivot Table Excel Formulas Percentage calculation ALT+ Copy the formula Freeze the top rows of the spreadsheet Function VLOOKUP Use of Concatenate, Find and Replace Do not forget using IFERROR Budget Pacing with the NETWORKDAYS Function Count Ad Characters Using the LEN Function Len and formulas of word count Clean Up your Ad Copy with TRIM & PROPER Create Modified Broad Match Keywords 10

12 DAY 18 Special Sessions Doubt Sessions Query & Reserve Day Mockup-Tests and Assignments Dot Net Tricks mock-up tests and assignments help the professionals to work on real-world projects and to get an edge in their careers and make their lives better. This training program includes mock-up tests and assignments. Each mockup test includes 20 multiple choice questions. Mockup-Tests objective Help you to monitor your learning progress. Help you to evaluate yourself. Help you to crack your technical interview first round with objective questions. Assignments objective Gain confidence to work on PPC/Google AdWords project with latest updates. Help you to evaluate your paid marketing skills. Prepare yourself for real-application development. Project Details Description During the PPC course, a participant will implement three live projects. These three projects are the most important part of the PPC Course and it is through these projects, that you would be building your capabilities in Pay-Per-Click Marketing. First two projects are completed along with the classroom sessions. As said before these projects will be used to apply and to experiment with all the learning that has been acquired during the classroom sessions and that of the self-paced study. This is a LIVE PPC Campaign Talking to the client to get the specifics for the SEM Campaign. Creating the brief. Planning for execution of SEM Campaign for the SEM Campaign Brief. Search Marketing Plan Communication Plan Tracking and Reporting Plan Executing the plan. Review the Implementation of the PPC Campaign. Presentation to the client. A budget of min Rs to Max is allocated. 11