Paid Search (PPC) | UNB

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College of Extended Learning

Paid Search (PPC)

Laptop with the letters "PPC" on it

Paid Search advertising, also called pay-per-click (PPC), is used to pay for traffic to visit a website.

In this course, you will explore search marketing, the search process, and the buying cycle. You will also learn 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.

The course then examines components of effective ads and landing pages, how to optimize ad targeting, and when to use search or display advertising. Finally, you'll delve into research and analysis considerations, such as report creation, improving quality score, and using A/B and multivariate ad testing.

In this course, you will:

  • Explore the purpose of paid search advertising
  • Define search marketing, search engine marketing (SEM), and search engine optimization (SEO)
  • Learn about the search process and the search buying cycle
  • Learn how to set up PPC account goals and measure them
  • Look at building a PPC account and estimate conversion rates
  • Understand and set bids and conduct an audit of a PPC account
  • Examine dynamic keywords and different ad extensions
  • Discover how a marketer can segment B2B and B2C searchers
  • Learn how to optimize a landing page
  • Understand the pros and cons of A/B versus multivariate testing
CEUs: 0.4 (contact hours - 4)

Price: $99 (USD)*

Register now!