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OnDemand Course

How to Evaluate Your Pay-Per-Click (PPC) Data

Pay-Per-Click (PPC) is an extremely effective digital marketing tool that can help businesses increase their online visibility and drive significant traffic and conversions. With this OnDemand Webinar you will better understand the specific metrics within your PPC campaigns, how to evaluate them and how to make and track changes. Understanding how these metrics affect account performance will put you on your way to seeing increased results.

5 Reasons to Order

  • Learn the importance of identifying your goals before you begin
  • Ensure your campaigns are optimized and set up correctly
  • Learn how to review specific data points that are tied to your goals
  • Understand the importance of testing
  • Discover how to benchmark performance to determine if changes are successful

Runtime: 59 minutes
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Why Lorman?

Over 33 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Agenda

Quick Review of PPC

  • Platforms
  • How It Works
  • Benefits

Account Structure and Settings

  • Best Practices for Creating an Account Structure (Campaigns, Ad Groups, Keywords, Ads)
  • Best Practices for Choosing Settings

Determine Your Goals

  • What Are You Trying to Do? (Generate Leads, Drive Sales, Increase Visibility?)
  • What Metrics Will Determine If You Achieve Your Goals? (# of Sales, Revenue, Leads, Etc?)

What Are the Data Points Collected?

  • Impressions, Clicks, CTR, Cost, CPC, Avg. Position, Conversions, Cost/Conversion, Conversion Rate

Reviewing the Data and Health of Your Campaigns

  • What Should You Be Monitoring?
    • CTR (Keyword and Ad Level), CR (Keyword and Ad Level), Avg. Time on Page, Bounce Rate, Quality Score
    • ROAS, ROI
  • What Should You Change If Campaigns Are Underperforming?
    • Keywords (Add/Delete/Negative/Match Type), Ads (A/B Testing), Landing Pages (A/B Testing)
    • What Should I Test? Ads Headline, Description Lines 1 and 2, Display URL; Landing Pages Headlines, Calls to Action, Images, Layout, Content, Credibility Marks (Awards/Recognition/Trust Symbols/Etc)
    • Track/Benchmark Your Changes so You Can Determine Whether Your Changes Increased/Decreased Performance
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More Program Information

Why Lorman?

Over 33 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Credits

OnDemand Course

This course was last revised on June 4, 2013.

Call 1-866-352-9540 for further credit information.

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More Program Information

Why Lorman?

Over 33 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Faculty

John McPhee

John McPhee

Formic Media, Inc.

  • Vice president of Formic Media
  • More than 10 years of digital marketing experience in PPC, SEO and social media
  • Worked in an agency setting for the last 8 years working with clients on digital marketing efforts, including PPC, SEO and social media
  • Google® AdWords® and Google® Analytics certified
  • Presented at SEMA (largest auto show in the world), ASM, private workshops, SEMpdx, local business associations
  • Sits on board of directors for SEMpdx
  • Can be contacted at [email protected] or 503-517-9059 x122
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More Program Information

Why Lorman?

Over 33 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

All of your training, right here at Lorman.

Pay once and get a full year of unlimited training in any format, any time!

  • Live Webinars
  • OnDemand Webinars
  • MP3 Downloads
  • Course Manuals
  • Audio Recordings*
  • Executive Reports
  • White Papers and Articles
  • Sponsored Live Webinars

Additional benefits include:

  • State Specific Credit Tracker
  • Members Only Newsletter
  • All-Access Pass Course Concierge

* For audio recordings you only pay shipping

Questions? Call 877-296-2169 to speak with a real person.

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Product ID: 391865
Published 2013
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Available in Multiple Formats

Purchase this course and learn on your schedule!