Search Marketing: Paid Search Marketing – Pay Per Click (PPC)

Create successful paid search marketing campaigns that stand out from the rest

Known as pay per click (PPC), paid search can be a powerful channel to drive traffic to your website, alongside your work on organic search engine optimisation (SEO).

This two-week course is your practical guide to setting up, managing and measuring effective paid search campaigns and how they fit into the user journey.

Discover the fundamentals of paid search campaigns

Paid search works like an auction where you bid for your adverts to show when a specific phrase, or phrases, are searched for. On this course, you’ll learn to use key tools and gain the hands-on skills you need to set your bids, decide on the phrases that will trigger your adverts, and write them. You’ll also be able to set your target audience, bid price and overall budgets.

What’s more, you’ll discover how to measure the effectiveness of your campaigns and how you can continually improve their performance. 

Explore the benefits of paid search marketing

A key advantage of paid search is your ability to control and target it precisely. Through expert insight, you’ll discover more of the pros and cons of paid search in detail.

If you plan, write and target your adverts well, you can ensure your website is the answer to someone’s query.

Designed by digital marketing experts Target Internet and The Open University

You’ll learn with Target Internet’s CEO Daniel Rowles who is an award-winning author and the voice behind the Digital Marketing Podcast. You’ll benefit from his years of experience providing expertise to the likes of the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oréal and Warner Bros.

By the end of this course, you’ll have the skills and confidence you need to create adverts that achieve results for your business or organisation.

This course is designed for anyone who would like to increase their awareness and understanding of search marketing. You don’t need any prior knowledge, although any work experience will help contextualise and enhance your learning.

This course is designed for anyone who would like to increase their awareness and understanding of search marketing. You don’t need any prior knowledge, although any work experience will help contextualise and enhance your learning.

• Discuss how paid search works and the role of paid search in the user journey
• Explore keyword research tools and how they can be used for PPC
• Explain the role of campaign structure and targeting options within PPC campaigns
• Produce effective PPC ads
• Explore how to measure success and how to take an iterative approach to campaign improvement