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1 Latest & Up-to-Date Course Modules Pay-Per-Click Marketing (PPC & SEM) Training Course How to Optimize Your PPC & SEM Campaigns For Success

2 PPC & SEM Course Overview Introduction More and more big brands are shifting their marketing budgets from traditional paid advertising mediums to Pay- Per-Click Marketing (PPC) and Search Engine Marketing (SEM). According to a Internet Advertising Burea (IAB) report, search ads accounted for $9.1 billion in revenue, approximately 39% of the total Internet advertising revenue for the first half of 2014, In this intensive PPC course, students will learn the latest and most effective strategies to optimize PPC campaigns for success. Packed with real world case studies and practical hands-on class activities, students will be taught how to create, analyze, and optimize PPC campaigns with practical implementation on the Google AdWords platform. From keyword research, ad copy and landing page creation to profitable bidding strategies, conversion optimization, and analytics, students will learn how to implement and execute effective PPC strategies across various PPC platforms. Objectives By the end of this course, participants will: Be familiar with the Google AdWords interface and how to create AdWords Search, Display and Remarketing campaigns. Know how to create effective landing pages and ad copies to maximize conversions. Understand how to bid profitably and optimize PPC campaigns for conversions. Understand the importance of keyword research and how to conduct in-depth and effective keyword research. Know how to track PPC conversions across various PPC platforms, draw and understand reports from Google Analytics. Key Features Up-to-date course modules Industry-recognized strategies Hands-on with lots of practical examples Developed by experts with extensive experience in the Asia region Structured curriculum After-training support 2

3 PPC & SEM Course Outline Chapter 1: Overview & Identify Your Purpose What is PPC Why PPC Role of PPC vs Other Media PPC Objectives - Branding vs Awareness Identify Your Purpose Planning According to Outcome Planning Flow: Test, Analyze, Refine Session: Priorities & Objectives Chapter 2: AdWords Fundamentals Introduction to AdWords Forms of AdWords How it Works Elements & Concepts of AdWords: Quality Score, Bid, etc. Creating AdWords Walkthrough Session: Account Structure Account Architecture Campaign Structure & Settings Ad Group Ad Copies Ad Delivery Settings: Standard/Accelerated Chapter 3: Dig Deep KW Research Session: Keyword Research Keyword Research Opportunities & Tools Concepts: Relevance Keyword Relevance & Ad Copies Landing Page Relevance Concepts: Share of Voice & Budget Creating Specific Ad Groups Setting Campaign Themes & Ad Groups Chapter 4: Writing Ad Copies Ad Copy Best Practice Hacks: How to Multiply & Maximize Performance Setup Tips Chapter 5: Landing Page Ways to Create Landing Pages Landing Page Relevance How to Maxmize Conversions Call-to-Action & Conversions Chapter 6: Bidding Strategies Concept: CPC Automatic & Manual Concept: CPA Bidding Share of Voice: Budget Share of Voice: PPC Concepts: CPC & Ranking How to Determine Bidding Chapter 7: Optimization Using Opportunities Tab Historical Search - Keywords Using Match Types Add Negative Keywords Add Positive Keywords Identifying Top Keywords and Ramping Up Maximizing SOV: Budgets and Bids ROI: Buying According to Funnels Optimization Periods Google Experiments: A/B Testing 3

4 PPC & SEM Course Outline Chapter 8: Tracking & Reporting Linking Google Analytics Conversion Tracking UTM Parameters 3rd Party Ad Serving Google Tag Manager Automating Reports Chapter 10: Advanced Settings Day Parting Settings Chapter 11: Display Ads Using Image Ads For Awareness Image Formats HTML5 and Flash: Conversion Chapter 9: Remarketing Strategizing: CPA, Profitability and Closing The Loop How to Set Up Audience Remarketing Offers Cookie Window Formats: Copy & Display 4

5 PPC & SEM Course Other Information Other Information Who Should Take This Course Marketing professionals, Marketing managers, Community managers, Lead Generation specialists, Digital Marketing executives and consultants who manage or oversee PPC/SEM campaigns. Course Duration 2 Days (14 hours) Prerequisite Students are required to have basic computer knowledge. Prior knowledge in Google AdWords or other PPC platforms will be advantageous although not a requirement. Students will be provided with individual desktops but may choose to bring their own laptops. A demo Google AdWords account will also be provided to each student for hands-on class activities. Certificate Upon completion of the course, students will be awarded a Certificate of Completion. Training Method Instructor-led training Instructor Jeremy Lai With over 10 years track record in digital, ecommerce and performance marketing area, Jeremy has helped corporations run highly profitable lead programs in the 7-figure range through multi-channel marketing (Display, Search, Social, Remarketing, SEO, Affiliates) and optimizing their marketing strategies and processes through data-driven approach. A seasoned internet marketer with a proven track record of building sustainable, inbound leads program that has generated millions of dollars in return for regional clients such as Paypal, Aviva, Starwood Hotels, Tiger Airlines, element14, Jeremy now helps businesses and individuals leverage digital marketing for business outcomes through a holistic framework of business metrics, media channels (paid, owned, earned), and interactive solutions in the capacity of a trainer, mentor or consultant in Digital Marketing Centre. Jeremy also holds certification in Google AdWords Advanced Search. 5

6 To register for our courses online, visit How did you find out about us? Search Engines Advertisments Word-of-mouth *Register 30 days before course date to enjoy 10% early bird discount. * Register 2 or more pax to enjoy 10% off the total course fees. Course Registration Form Course Fee Time Course Dates 1 Pay-Per-Click Marketing (PPC & SEM) Training Course S$750 10am - 6pm Name of Applicant(s) Contact No Company: Address: Contact Person s Contact Person s Contact No.: Company Details Payment Term ibank Transfer Cheque All payments are to be made within 7 working days from date of invoice. Seats will only be confirmed upon receipt of payment. Upon receiving your payment, we will you a receipt and confirmation of your successful application. Transfer full amount to DBS Current Kindly once you have completed the ibanking transfer. Terms and Conditions Make Cheques Payable to Equinet LLP Mail all cheques to: 1093 Lower Delta Road, #01-06 S General Forms shall be completed, scanned, and sent to We will then process your application, reserve your seats, and you an invoice. Payment is to be made within 7 working days from date of invoice. Seats will only be confirmed upon receipt of payment. Upon receiving your payment, we will you a receipt and confirmation of your successful application. Course fees are inclusive of course notes, writing materials, internet connection, refreshments, and certificate of completion. Students are required to bring their own laptops and power adaptors unless stated otherwise. Trainings will be conducted at 118, Aljunied Avenue 2 #02-100, Singapore (Near Paya Lebar MRT) or our partner locations which will be indicated in the confirmation . Equinet Academy reserves the right to reschedule any course dates due to unforeseen circumstances. Available Promotions Early Bird Discount: 10% off course fees when you register and complete payment at least 30 days before course commencement date. Group Discount: 10% discount for 2 or more pax. All promotions may be combined. Cancellation & Refund Policy In the event of any cancellation by students due to unforeseen circumstances, students must inform Equinet Academy at least 3 days in advance to defer the course to the next intake. Refund requests for legitimate reasons will be assessed on a case by case basis. Should classes be cancelled by Equinet Academy, students may: - Defer the course to the next intake at no extra charges. - Withdraw from the course and obtain 100% refund of all course fees paid. By signing and submitting this form, you are acknowledging and agreeing to the above stated terms and conditions. Signature/Date

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