Home Link

For Businesses

Business Services

Helping the Businesses in our Community.

Regional Services

Everything you need to know to grow in Yavapai County.

Grant Assistance

From grant research to writing services.

Data and Analytics

Research for sustainable business growth.

Quest Grant

Learn for free and earn certificates with QUEST!

About Yavapai County

Everything you need to know about commerce Yavapai County.

For Employees & Job Seekers

Career Resources

Personalized training, career counseling, scholarships, and more!

On-Demand Courses

Learn new skills and get ready for your next career move.

Job Fairs and Events

Connect with employers through local job fairs and career events.

Hot Jobs

Top Jobs, Occupations, and Skills in Yavapai County

Job Postings

Browse current job openings from local employers

Events

Loading upcoming events...

On-Demand Training

On-Demand Course Options

See and compare the different course bundles and trainings available through the BWS

On-Demand Industry Training

On-demand courses tailored to the fastest growing industries in Yavapai County

Leadership Ladder Course Bundles

Course bundles that teach technical and soft skills to current and future leaders

A la carte Courses

Choose your own individual courses.

Subject Matter Expert

Train employees and businesses in leadership, professional development, communication, and more

Back to all courses

Paid Search (PPC)

$99
Self-Paced4 Course Hours | 12 Weeks
View Course
Marketing
Paid Search (PPC)

Description

Paid Search advertising, also called pay-per-click (PPC), is used to pay for traffic to visit a website. In this course, learners will explore search marketing, the search process, and the buying cycle. Also included is how to set up a successful PPC account, how to set and measure goals, and how to optimize keyword usage using a variety of strategies. Learners will then examine components of effective ads and landing pages, how to optimize ad targeting, and when to use search or display advertising. The course then delves into research and analysis considerations, such as report creation, improving quality score, and using A/B and multivariate ad testing. Course material is presented through the use of text, videos, games, and other engaging content.

credits

  • IACET CEUs: 0.4
    • SHRM PDCs: 4

      features

      • Mobile-friendly
      • Audio-enabled
      • Badge and credit-awarding
      • Real-world case studies
      • Fully accessible
      • Games & Flashcards
      • Expert-supported
      • Video content

      learning Outcomes

      • Explain the purpose of paid search (pay-per-click) advertising
      • Define search marketing, search engine marketing (SEM), and search engine optimization (SEO)
      • Describe the search process and the search buying cycle
      • Demonstrate how to set PPC account goals and measure them
      • Explain how to build a PPC account and estimate conversion rates
      • Understand and set bids
      • Conduct an audit of a PPC account
      • Describe different types of keyword searches
      • Explain how to use keyword planners and other tools
      • Describe how to use keyword matching and negative keywords
      • Describe the benefits of paid search (pay-per-click) and the parts of an ad
      • Explain how dynamic keywords and different ad extensions are beneficial
      • Relate how a marketer can segment B2B and B2C searchers
      • Describe the difference between mobile and desktop ads and landing pages
      • Explain how to optimize a landing page
      • Understand the difference between search and display advertising
      • Describe display ad formats and the importance of contextual advertising
      • Identify components of an effective paid search report
      • Describe the pros and cons of A/B versus multivariate testing
      • Explain how to manage the PPC channel and why editors are useful

      related courses

      Home LinkThe BWS is a Division of Yavapai College.Go to yc.edu

      Sign up for the BWS Newsletter

      Stay in touch with the BWS and learn how we are impacting our community!
      Contact Us