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.

Topics include:

  • Understanding the difference between search and display advertising
  • Mapping PPC marketing to the sales funnel
  • Using marketing agencies and campaign specialists
  • Creating a Bing Ads account
  • Creating a Google AdWords account
  • Granting access to third-party users
  • Setting up a campaign in Bing Ads and Google AdWords
  • Setting keyword match types
  • Copywriting for PPC ads
  • Improving the quality score of your ads across different networks
  • Using goals and conversion tracking
  • Handling typical problems in PPC advertising 

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