: Pay per click (PPC) marketing is a highly specialized area of search engine marketing that allows businesses to promote their Web sites by paying for exposure in the paid ads results of major search engines, including Google, Yahoo! and Bing. Pay per click ads are delivered in response to keyword searches and appear under the heading "sponsored results" or "featured listings" for relevant search queries.
Our pay per click certification program consists of three modules:
Pay-Per-Click Marketing 101 provides students with the basic knowledge needed to set up, monitor, and run successful pay per click campaigns in search engines and their networks of partner sites. Over the course of the module, students learn the proper steps involved in setting up PPC campaigns in Google AdWords and Yahoo! Search Marketing.
Pay-Per-Click Marketing 201 takes your knowledge of pay per click advertising to the next level and teaches you how to improve the ROI of your individual pay per click campaigns by improving the click-through and conversion rates of your ads. You’ll also learn how to create highly effective landing pages, how to measure the effectiveness of your campaigns, and how to conduct split tests of your ads.
Keyword Research 101 teaches students the process used by successful pay per click professionals when determining the most appropriate keywords and phrases to target in search engines. You will also learn how to identify so-called “long-tail” keywords which typically have much higher conversion rates than broader, more generic keyword phrases.
Upon successful completion of our pay per click certification program, you'll be able to:
• Set up, monitor, and maintain successful pay-per-click advertising campaigns
• Improve click-through and conversion rates
• Conduct split-testing
• Select effective keywords and integrate them throughout a site
• Bid on specific keywords and phrases on the world's most popular searchInstructor Description
: Kalena Jordan was one of the first search engine optimization experts in Australia and New Zealand. She's well known and respected in the search engine industry, particularly in the U.S.
With her in-depth knowledge of Internet marketing techniques and a decade of experience in search engine optimization for client Web sites, she decided to specialize and set up her own search engine marketing company (Jordan Consulting Group) in 1999.
In addition to being co-founder of Search Engine College, Kalena is director of studies and a tutor for all SEO and PPC programs. Her previous roles have included SEO manager for a Web development firm, public relations consultant, freelance Web site designer, marketing manager for a computer systems firm, and five years as public relations advisor to the royal Thai government. She has a Bachelor of Arts degree in communication from the University of Newcastle, Australia.
Kalena is a member of SEO Consultants and SEO Pros and has spoken at the popular Search Engine Strategies Conferences. She's also a moderator at the Search Engine Watch Forums. Kalena is the author of The Search Light newsletter and the popular "Ask Kalena..." search engine advice column.
This program does not require any additional purchases of supplementary materials.