Pay-Per-Click Fundamentals – Lynda.com
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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.
What is pay-per-click marking?
Understanding the pros and cons of PPC
Creating AdWords and Bing accounts
Setting up campaigns
Setting daily and monthly budgets
Researching and selecting keywords
Writing ad copy
Understanding Quality Score
Leveraging display, content, and partner networks
Using offline desktop editors
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