PPC Specialist Course – Learn Pay-Per-Click Advertising

UA RUEN

+38 050 410 98 76

UA RUEN

PPC expert

Marketing

Building effective PPC campaigns with high-conversion traffic

Utilizing advanced methods for setting up and optimizing PPC campaigns

Who is this course suitable for?

For marketers and digital marketers

Our program will be of interest and benefit to specialists aiming to enhance their qualifications in PPC, improve the effectiveness of their marketing strategies by increasing PPC campaign conversion rates. This course also provides tools to make efficient use of advertising budgets, optimize spending, and scale campaigns effectively.

For university and business school graduates

Young marketing specialists need to develop professional PPC skills to boost their employability. This course is especially suitable for those who aspire to become experts in PPC.

For entrepreneurs and business owners

Startups, entrepreneurs, and owners of small to medium-sized businesses need to understand which PPC strategy best suits the promotion of their project or company. This course will help them learn how to use paid advertising to attract customers and scale their business.

For PPC specialists

The knowledge and skills gained will be valuable for practicing specialists looking to update their expertise in PPC. This course will introduce current trends and innovations in PPC advertising, help master new tools and technologies on the market, deepen understanding of the features and functionalities of various ad platforms, and enhance campaign effectiveness.

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What you will be able to do after completing the course:

Create effective, high-return PPC campaigns.

Skillfully utilize all tools available to a PPC specialist.

Develop semantic cores and select the right keywords.

Create ad creatives and launch and configure search, video, display, and other types of ads.

Assess the performance metrics of ad campaigns at each stage of the sales funnel.

Optimize ad campaigns and effectively scale them.

Course Program

Topic 1

Introduction to PPC advertising. Creating a Google Ads account

What PPC advertising is and how it works. Key terms and metrics in PPC.
Overview of PPC advertising tools.
Essential skills for a PPC specialist and tools they use.
Advantages and disadvantages of PPC advertising, and its role in digital marketing.
Types of PPC advertising.
Setting up a Google Ads account: registration and account setup. Main payment models.
Structure of a Google Ads account: tools, settings, and dashboard.
Introductory session with the course curator.

Topic 2

Keyword selection and semantic core development

Understanding the semantic core: stages of creating a semantic core.
Working with Google Keyword Planner.
Selection of keywords and negative keywords.
Types of keyword and negative keyword matches.
Keyword clustering.
Cross-negative matching: when it’s needed and when it’s not.
Preparing the semantic core in Excel or Google Sheets.
Structuring a website based on the semantic core.
Guidelines for using Google Ads Editor.

Topic 3

Creation and setup of PPC campaigns. Part 1

Developing a campaign strategy: choosing campaign types, defining goals, KPIs, and creating the campaign structure (campaigns, ad groups, ads).
Competitor analysis.
Creating target audience profiles and segmenting by demographic, geographic, and behavioral data.
Building a sales funnel and stages for attracting the target audience.

Topic 4

Creation and setup of PPC campaigns. Part 2

Audience segmentation methods. Using demographic, geographic, and behavioral data.
Targeting setup. Geographic targeting, retargeting, and remarketing. Audience segmentation by interests and intentions.
Principles of writing effective ads. Adding negative keywords, creating extensions.
Responsive search ads.

Topic 5

Meeting with the mentor

Topic 6

Google analytics setup

Installation and setup of GA4, creation of GTM.
Event tracking setup: button clicks, form submissions, scrolling, page views, etc.
Conversion setup in GA4.
Audience configuration in GA4.

Topic 7

Display advertising. Part 1

Basics of Display Network Advertising. Key advantages and disadvantages.
Types and formats of ads in display advertising.
Creating and configuring campaigns in display advertising.
Display campaign structure: campaigns, ad groups, ads.

Topic 8

Display advertising. Part 2

Creating and configuring display campaigns: budget and bid settings, scheduling ad displays, selecting and combining targeting options.
Creating display ads.
Optimizing display campaigns.
Analyzing display campaign effectiveness: key reports and metrics.

Topic 9

Performance Max Campaigns

Key concepts and principles of Performance Max campaigns.
Setting up Performance Max campaigns in Google Ads.
Configuring goals and conversions for Performance Max campaigns.
Targeting and audiences in Performance Max.
Strategies and methods for optimizing Performance Max campaigns.
Types of creatives for Performance Max.
Analyzing the effectiveness of Performance Max campaigns.

Topic 10

Product Advertising

What is product advertising (Product Listing Ads).
Creating and setting up an account in Merchant Center.
Linking Merchant Center and Google Ads accounts.
Creating and optimizing the product feed.
Setting up targeting for product ads.
Strategies and methods for optimizing product advertising.
Analyzing the effectiveness of product advertising.

Topic 11

Video advertising

Features of YouTube as an advertising platform.
What video advertising is and how it differs from other types of digital advertising.
Creating and setting up video ads in Google Ads.
Specifics of video ad setup.
Types of video ads and their uses.
Setting up ads for YouTube videos, linking with Google Ads.
Targeting and audiences for video ads.
Optimizing video ads.
Analyzing the effectiveness of video advertising.
Meeting with the mentor.

Topic 12

Targeted advertising on Facebook and Instagram

What targeted advertising on Facebook and Instagram is.
Introduction to Facebook Business Manager and Ads Manager.
Creating and setting up ads on Facebook and Instagram. Setting up Facebook Pixel.
Campaign structure setup.
Types of advertising campaigns on Facebook and Instagram.

Topic 13

Basic settings for targeted advertising

Forming target audience groups.
Selecting ad placement options.
Preparing creatives and content for ads.
Reasons for ad account blockage.
Testing and optimizing ad campaigns.
Budgeting and media planning.

Topic 14

Remarketing

Key concepts and principles of remarketing. Goals and objectives of remarketing.
Types of remarketing: classic, dynamic, and video remarketing.
Remarketing strategies and methods.
Types of ads that work best for remarketing.

Topic 15

Remarketing setup

Creating audiences for remarketing: Google, social networks, etc.
Step-by-step setup of remarketing in Google Ads.
Instructions for retargeting setup.
Omnichannel remarketing.
Examples of successful remarketing campaigns.
Analysis of remarketing campaign effectiveness.
Meeting with a mentor.

Topic 16

PPC Advertising Media Planning

Types of advertising media plans and ad slots.
Synchronizing ad types and objectives.
Media and placement.
Key performance indicators for media planning.
Budgeting and calendar scheduling.
Omnichannel and multichannel approaches in media planning.
Reviewing examples of media plans for different objectives.
Analyzing the effectiveness of media plan execution.
Optimizing advertising campaigns based on plan performance results.

Topic 17

Looker Studio (Data Studio)

Google Looker (Data) Studio as a primary reporting tool for PPC specialists.
Fundamentals of working in Google Looker (Data) Studio.
Creating interactive reports.
Setting up and managing dashboards in Google Looker (Data) Studio.

Topic 18

Project Defense