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Introduction to PPC with Google AdWords and Bing Ads

Video Introducing this tutorial


What you should know before watching this course

1. The Basics of Pay-per-Click Advertising

What is pay-per-click (PPC) marketing?
The difference between search and display advertising
Mapping PPC marketing to the sales funnel
Sophisticated targeting methods in PPC
What is retargeting or remarketing?
Using marketing agencies and campaign specialists

2. Setting Up Advertiser Accounts

Creating a Bing Ads account
Creating a Google AdWords account
PPC account structures
Granting access to third-party users

3. Creating Your First PPC Campaign

Setting up the first campaign in Bing Ads
Setting up the first campaign in Google AdWords
General targeting options in Bing Ads
Targeting options in Google AdWords
Campaign budgeting tips

4. Getting Started with Keywords

Keyword research
Which keywords to select
Setting keyword match types
Working with negative keywords

5. Copywriting for PPC Ads

What is dynamic copywriting?
Competitive vs. monopolistic ad copy
Using dynamic keywords in ad copy
The anatomy of compelling ad copy

6. Quality Scores

What is quality score?
Improving quality score for Bing and Google

7. Ad Distribution Options

Bing and Google search partner networks
Bing and Google display and content networks

8. PPC Campaign Optimization

Analytics and actionable metrics
Using goals and conversion tracking
Industry benchmarks for conversion rates
Fixing low conversion rates
Reducing high bounce rates
Price elasticity in pay per click

9. Common Challenges in PPC

Common problems and solutions
PPC vanity metrics
How do I calculate acquisition cost?
Auditing PPC bills and verifying traffic validity


Attributes of a good marketing campaign specialist
Next steps