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
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Why Lorman?
Over 37 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 37 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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Why Lorman?
Over 37 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
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 37 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.
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