Today Linkedin released the latest version of PPC training for Google Adwords and Bing Ads, all based on the most up to date version of the ad interfaces. This course will be accessed by most of the big marketing agencies and their staff, but also thousands of small business owners, CMO’s and paid search teams.
Here is the extract written by Natalia Cohen from Linkedin:
“By adding pay-per-click (PPC) campaigns to your marketing mix, you can more effectively connect your products and services with potential customers who are browsing the web in search of what you’re offering. In this course, learn the basics of PPC by discovering how to set up and manage campaigns in two industry-leading PPC platforms—Bing Ads and Google AdWords. Instructor Adriaan Brits begins by diving into the basics of PPC advertising, providing an overview of search and display advertising with targeting methods. Next, he explains how to create advertiser accounts and how to grant access to third-party users. Then, he explains how to set up your first PPC campaigns in Bing Ads and Google AdWords, and offers budgeting tips. He also shows how to compose compelling ad copy that attracts good quality scores, and goes into optimization. To wrap up, he covers common challenges that you’ll likely face, along with some helpful solutions.”
As course author, I’d like to walk you through the reasoning behind some of the new modules that were introduced. You will notice that we went way beyond what Google and Bing teaches – because the course was written from the advertisers’ perspective, rather than from the search engines internal policies – which makes a big difference:
Understanding the difference between search and display advertising:
This is a mere introduction to help you think about which type of advertising you will need.
Mapping PPC marketing to the sales funnel:
This helps you understand how users earch at various phases of the funnel – and how this may affect your bidding decisions.
Using marketing agencies and campaign specialists:
You will no doubt be in need of experts at some point: things to consider when hiring an agency to help.
Creating a Bing Ads account:
Straight to the point on opening an account with Bing Ads.
Creating a Google AdWords account:
Getting up and running with Google Adwords.
Granting access to third-party users:
When you hire people or let your internal team deal with PPC media buying, there are various access levels that can be granted. We discuss it all here and show you different approaches.
Setting up a campaign in Bing Ads and Google AdWords:
Great so this is the part where we walk you through how to set up your very first campaign.
Setting keyword match types:
This is so important in protecting your budget – make sure you watch this video to break away from default settings.
Copywriting for PPC ads:
This is not something you will find in standard Google or Bing training – and really takes you behind the scene of what we do at marketing agencies to get better performance on PPC.
Improving the quality score of your ads across different networks:
This will put money in your bank so to speak – because quality score can help you rank better without increasing CPC.
Using goals and conversion tracking:
Measuring your efforts can be done through goals and conversion tracking – make sure you watch this before starting with analytics.
Handling typical problems in PPC advertising
Learn about some issues you will face in pay-per-click: conversion rate optimization, dealing with Ad Fraud and much more.
You will notice that my colleague Brad Batesole is waiting for you on the Linkedin platform with an advanced course, which can be taken immediately after the fundamentals course. Enjoy the course and give me a shout if you need help with your own campaign management.
Credit: Note that the video producer for this course was Max Smith – he did an awesome job at enhancing the learning experience!