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Strategies to Increase Your Paid Search Budget

Chances are that you are already spending money on paid searches, but often this occurs without a sound budgeting strategy in place. How do you know if your campaign is providing sufficient return to justify the amount spent? What are the right goals and objectives by which to manage and optimize?

Setting paid search budgets can be a real challenge and not only because the per-click prices you'll pay in the Google® and Microsoft® search advertising auctions are unknown. Should you run a pure direct response campaign or factor in influence and branding? Search engine marketing has often been seen purely as a way to harvest the demand for products and services that exists already among consumers and business-people; however, clearly people use search all along the purchase cycle.

Whether you're a brand, business-to-business, services, or even direct marketer, search marketing budgets are a fact of life. This course will give you the strategic framework to think about setting budgets appropriately and discuss the hands-on methods to determine where your budgets should be.

5 Reasons this course can help

  • Learn how to create profitable PPC campaigns
  • Find out which type of campaign you should run
  • Gain in-depth knowledge of how your customers use search
  • Discover how to develop a winning PPC budget
  • Investigate whether or not you should use branding in your PPC campaign

Runtime: 53 minutes
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Why Lorman?

Over 32 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

Strategy, Goals and Objectives

  • Budget Sources - Beyond the Marketing Budget
  • Demand Creation or Demand Harvesting, Buyer Behavior
  • Defining Conversions, Micro-Conversions and Brand Lift Metrics

The Auction Based Keywords Ecosystem

  • Supply Demand Dynamics of PPC Search
  • Understanding Marketplace Elasticity
  • Using Leverage to Raise Budgets Efficiently

Presenting Campaigns to Senior Management

  • The Conversation From Past to Future Opportunity
  • Competitive Intelligence
  • Quantifying Opportunity and Opportunity Cost
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More Program Information

Why Lorman?

Over 32 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 Webinar

This course was last revised on January 6, 2011.

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

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Why Lorman?

Over 32 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

Kevin Lee

Kevin Lee

Didit

o Co-founded Didit and through helping clients, took that company to become an Inc 500 and Deloitte Fast 500 company

o Helped clients profit from search engine marketing years before Google® was even founded

o Founding member of SEMPO.org (the industry trade association) and it's first elected chair

o Three books have all been widely praised, including his latest, Search Engine Advertising, which comes with a $200 offer for free online advertising from Microsoft for new U.S. advertisers (details at www.searchenginesales.com)

o Written or co-written hundreds of white papers and articles on the subject of search engine marketing for such prestigious publications as ClickZ, DM News MultiChannelMerchant and eMarketer

o Lectures at leading industry conferences plus New York University, Columbia, Fordham and Pace Universities

o M.B.A. degree, Yale School of Management

o Recognized as an Ernst & Young Entrepreneur Of The Year® 2008 and 2009 Award Finalist in Metro New York Area

o Received the 2008 Direct Marketing Club of New York Mal Dunn Leadership Award

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More Program Information

Why Lorman?

Over 32 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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$699/year

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Product ID: 387203
Published 2011
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