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Learn how to develop, launch, measure, and optimize winning pay-per-click (PPC) marketing campaigns in this detailed course. Author and search engine marketing expert Elizabeth Marsten shows you the fundamentals of PPC advertising to help you drive targeted traffic to your website. The course begins with an overview of the PPC world, walks you through setting up Google AdWords and Bing accounts, shows how to set campaigns, explores how to craft compelling ad copy, and helps you measure and leverage results. You'll also learn how to use display and partner networks to increase your reach on other popular websites. Dive in and learn how to leverage this crucial, effective marketing channel.
Hi, I'm Elizabeth Marsten, and welcome to Pay-Per-Click Fundamentals. In this course, we'll cover the best practices for setting up Google AdWords and Bing Ads accounts, how to assess performance, and tips for optimization to reach your paid search marketing goals. I'll start by walking through how pay-per-click works, the pros and cons of doing pay-per-click marketing, and the ideal approach to setting up your accounts from the ground up. Then, I will walk through how to set up a budget, how to determine success, and what metrics to utilize during that determination.
We'll then explore more advanced techniques and troubleshooting tips to make sure that you are getting the most out of your paid search dollars. Lastly, I'll leave with some tools of the trade and overall tips to carry with you through your account optimization efforts. Pay-per-click, or PPC is a great marketing channel that at its basic nature is very simple and offers a lot of control not available with most marketing channels. While the base workings of PPC remain fairly simple and straight forward, it is getting more and more complex, with additional functionalities being offered every day. This course aims to set you with the best foundation possible, so that no matter how many features and functionalities are introduced you have a solid foundation to build on.
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