Monday, November 22, 2010

Pay per Click (PPC) Training Course

Location: London UK
Duration: 1 Day
Dates: Contact Us

Google AdWords Training

With Google AdWords you can display your ads on Google and their advertising network - no matter what your budget. You only pay only if people click your ads.
You create ads and choose keywords, which are words or phrases related to your business. When people search on Google using one of your keywords, your ad may appear next to the search results. You are only advertising to an audience that is already interested in your products or services.

MSN Search & Microsoft adCenter Training

Microsoft adCenter lets you target your customers through MSN with greater accuracy than any other PPC service. You can target customers by age, gender, location, time of day or day of week. You can also identify who is clicking on particular keywords, which then helps you to optimise your keywords selection accordingly. You can find out the demographic profile of who is clicking on your keywords and then refine your campaign to maximise conversion and Return on Investment (ROI).

Optimize Pay per Click Training Course

Our Pay per Click (PPC) training course provides a detailed and practical approach to developing, structuring and managing a successful and cost effective Pay per Click advertising campaign through search engines.

In one day you will learn to:

Structure your PPC campaign for greatest impact and ease of management.
Select the best performing and most cost effective keywords for your campaign.
Stay on top – how to best manage and evolve your PPC campaign once underway.
Improve your relevancy - as measured by your Clickthrough Rates (CTRs).
Understand the differences between the main Pay per Click vendors - Google AdWords, Yahoo! Search Marketing (formerly Overture), Miva (formerly Espotting and FindWhat), and MSN ad Center etc.
Track sales conversions that have come directly from your PPC ads.
Maximise your ROI for the whole Pay per Click campaign.

Who should attend?

Anyone involved in online marketing campaigns wanting to get the very best results for their marketing budget. Including sales and marketing staff, online marketers and consultants.

How will you benefit?

Pay per Click advertising campaigns can be one of the most effective forms on online marketing. However, without careful design and management PPC campaigns can also easily waste money and run away with high unexpected bid costs. This PPC training course will help you understand exactly how to avoid those pitfalls and deliver a highly effective online campaign delivering impressive results at minimum cost.

Course Content

Getting Started

The importance of campaign structure within your PPC accounts
Targeting your marketing PPC spend
Build in flexibility to monitor success and evolve your PPC campaign
Tracking sales conversions
Pay per Click Bidding strategy

Keywords, Keywords, Keywords

Keyword selection - and which ones to avoid for PPC
Finding and exploiting untapped keywords
Low-cost testing to get it right

How to Improve Your Clickthrough Rates (CTRs)

Clever keyword variations
Writing captivating PPC ads
Special keyword opportunities

Increasing ROI

Optimising PPC ad position and the pros and cons of high positions
Filtering out unwanted keywords
Tracking sales conversions
Focusing your PPC ad copy

Key Differences Between the Pay per Click Search Engines

Google AdWords
Yahoo! Search Marketing (formerly Overture)
MSN ad Center
Miva (formerly Espotting & FindWhat)
Mirago
Other global PPC search engine

Pay-Per-Click (PPC) Training - Be More Productive and Relevant...For Less Money

Just by navigating to this page, you're unveiling some really important facts about yourself. For starters, you obviously have an interest in search marketing. Your interest, though, isn't a passive one. You're not idly curious; you're tasked with promoting a product or service and are looking for a tangible, actalytics platform that will help with search engine marketing strategies and practices that you can realistically implement. Chances are that one of the following might apply:

You're unhappy with your current search marketing solutions.
You don't yet have any search marketing solutions.
You're open to new ideas (you wouldn't mind finding some better search marketing solutions).

In any case, you're throwing away money, every single day. A recent study conducted by Enquiro Research concluded that better paid and organic search positioning offered what the company described as:

A significant lift in brand affinity
A significant lift in brand recall
A significant lift in purchase intent

PPC training is invaluable; the graphic depicts the power of effective search marketing.

Photo courtesy of the Brand Lift of Search Whitepaper.
You might fall into one of these categories:

You're a marketer looking to find out what you can do with search.
You're a marketer looking to find out how you and your company can do more with search.
You're a search marketer seeking streamlined processes and the most efficient means of servicing your clients or your company.

Regardless of why you're interested in search marketing, it's essential that you be aware of the best practices, and it's vital to your business interests that you find the most efficient system for carrying them out. The following training modules discuss a series of legitimate, thoroughly tested truths about paid search engine marketing (also known as Pay-Per-Click Marketing) authored by successful search marketing professionals. Additionally, they introduce a new, patented online service that will allow for unmatched efficacy in actually putting these best practices to work for you.

PPC Training Modules

Listed below are the seven individual Pay-Per-Click and Search Engine Marketing "best practices," as outlined in our "Pay-Per-Click Search Engine Marketing Best Practices" training materials. Following these free SEM and PPC best practices will have you creating high-performance, low-cost paid search campaigns in no time.

IMPROVING ADWORDS QUALITY SCORES

Learn how to improve your Quality Score, which in turn will lower your costs and drive more and better qualified traffic to your website.

KEYWORD RESEARCH FOR PAY-PER CLICK

This module describes the value of keyword research software; specifically, why unique keyword research independent of free and/or easily accessible tools is overwhelmingly valuable.

LOWER YOUR PAY-PER-CLICK COSTS

Learn how to drastically slash the overall cost you're paying for each click on your ad by creating Ad Groups that are designed to raise Quality Score and lower first page and minimum bids.

PPC WORKFLOW - MANAGING WORKFLOW

This section discusses the necessity for workflow prioritization in the maintenance of PPC campaigns, and outlines optimal methodology for effective PPC campaign management.

WHY YOU NEED A NEGATIVE KEYWORD TOOL

Find out why negative keyword lists are both crucial and difficult to manage, and learn how negative keyword tools can help.

PAY PER CLICK & SEO

This module explores the oft-overlooked relationship between PPC and SEO, and describes how you can leverage information from your PPC campaigns to inform your search engine optimization efforts.

THE VALUE OF PPC AUTOMATION

Learn about the necessary but overwhelmingly time consuming tasks associated with pay-per-click marketing, and find out how PPC software solutions can handle these challenging functions better than any human could hope to

Pay Per Click Training & Education

One of your first considerations when deciding to launch a PPC campaign is internet marketing training and education. Each search engine has their own pay per click advertising program and way of doing things. One of the advantages of web site promotion through PPC advertising is that it is generally easy to establish an account. Simply do your keyword research, outline the benefits of doing business with you, create some ads, have your credit card handy and follow the steps. The search engines have made setting up an account very simple, although some require that ads pass editorial review before going live. However, when compared to waiting for "organic" search engine optimization (SEO) to affect your site's rankings, waiting a few days for editorial review is not really a drawback, only mildly frustrating. There are some engines though, that will post ads immediately and satisfy your need for instant gratification.

Search Engine Advertising Program Changes

Keeping up-to-date on changes as they occur can also be challenging and another reason for logging into your PPC advertising campaigns daily. The search engines are continually improving their pay per click marketing programs, adding enhancements and making changes. Be sure you subscribe to some of the many newsletters made available by experts in the search engine marketing industry. For those using Google AdWords, they have an official blog that will give you tips and insight into tools available and changes that will help you advertise your site. Another great resource is Google Alerts. Google Alerts is a free service offered by Google that sends you email notifications for topics that you are interested in and is a great way to keep on top of industry changes

PPC Search Engine Programs

Although some PPC campaigns require editorial review before they go live, others will review ads only when an issue is brought to their attention. Even with editorial review, a pay per click marketing campaign can be active within 3-5 business days or even sooner.
Google AdWords offers some automated bid structuring which helps initially, but soon you will want to manually manage your bids. Learning how to do this will take time --looking through the forums and asking the right questions of the right people will help. Conferences like Search Engine Strategies, AdTech, Webmaster World's PubCon and eComExpo offer sessions and seminars on best practices and how to manage search engine marketing campaigns.
PPC bid management can be "tricky" in programs such as Google AdWords. Although, setting up a campaign is fairly easy managing it can be frustrating if you don't know what you are doing. Figuring out where the "sweet spot" position is for your industry and what keywords to target can be difficult. In some engines, knowing what dollar amount to set as the maximum or minimum and how it will affect your position is not always straight forward. Some things are learned by trial and error and only over time will you become a pay per click expert.
Google AdWords is considered by many to be The King of all PPC search engines. It provides sponsored listings on the Web's top portals and search engines, including AOL, Netscape Netcenter, Earthlink, CompuServe, Shopping.com, AT&T, Ask.com and others. Perhaps its best feature is the Keyword Tool which allows subscribers to see exactly how often people search for a particular word or phrase and an estimated cost per click. There is also a tool called Content Match that allows subscribers to broaden their consumer reach within G-Mail and sites that signed with Google to share PPC advertising space on their sites. Geotargeting allows you to target customers searching for local services, which is especially beneficial for small businesses that lack a large web presence but want to establish branding. Google AdWords is best suited for those willing to pay top dollar for quick results.
Yahoo! Search Marketing still maintains a large portion of the search community and should not be ignored. Yahoo offers many tools to help you manage your site including a forecast tool that will estimate the number of clicks you receive based on your maximum cost per click.
Rounding out the big three is MSN adCenter. Where adCenter differs from the competition is they encourage users to select target audience demographics that they want to particularly seek out.

Friday, November 12, 2010

Web Analytics Training

At Bruce Clay, Inc., we are in the process of developing a web analytics training program and will let you know when this training class becomes available. In the meantime, we can offer one-on-one counseling to subscribers and can also refer you to the educational program offered by , which will give you the background you need to select the right web metrics for analysis that will improve your website and marketing campaign performance.

Data Collection

Good web analytics tools collect data from your server log files through page tagging with JavaScript cookies. There is a lot of raw data available in your log files but some of it may not even be useful. The challenge is to know what to measure and why, analyzing only the data that matters.
You have to know how to select and then analyze the right data relationships to get actionable metrics that can be used to improve performance for your website and marketing campaigns. These metrics can then be tracked over time for continuous improvement

Do Marketers Know What Data to Collect?

Some marketers haven’t a clue of what data to measure and analyze, much less how to track progress for continuous improvement. Sometimes the most popular indicators are not the best metrics to focus on.
With today’s analytics solutions, you get a wide variety of reports that analyze data from every possible angle. Marketers find themselves with highly sophisticated reports and sometimes have no idea what the numbers mean. In fact, many marketers don’t know what their customers do once they enter the homepage.
An SEO vendor can suggest what a site owner should be looking for, but that may not yield the best actionable data because only the site owner knows the priorities of his/her business goals. For instance, an increase in pageviews or search engine referrals sounds like very good news. But are these the metrics needed to improve your website’s performance?
Suppose a content site sees a drop-off in newsletter readership and wants to address this problem. Does the number of pageviews or search engine referrals tell them anything? What they need is to examine is the path taken by visitors when navigating the site. This can be done with a conversion funnel, identifying the bottleneck that prevents the final action from taking place. It might be that everything works well up to the point where the prospect must send the sign-up form, and that’s where abandonment takes place. A review of the form could reveal that it requests too much personal information, and users get cold feet. In that case, the number of pageviews and search engine referrals are moot.

Web Analytics Counseling

It is important for the site owner to set objectives based on their business goals, then select the right metrics for analysis. Analytics experts know how to dictate these choices. If a company does not have analytics expertise within its staff, it’s important to know that your web analytics solution can provide training in the form of optional counseling. This contract option for web analytics assistance comes with an Analytics Analyst assigned to your project, as well as tool setup, recommendation of best practices, report configuration and report interpretation.
A good understanding of your business objectives and the analytical tools to achieve them will help identify website problems for improvement resulting in enhanced site performance. But it is necessary to select the right metrics and reports from an abundance of available statistical data in order to make efficient use of your analytics tool.
A good analytics tool will illuminate your understanding of bottom line metrics at the macro level while solving problem areas at the micro level to improve performance. You can automate this process by implementing an .

The Web Analytics Association WAA-UBC Award of Achievement

The Web Analytics Association (WAA) provides training through the University of British Columbia (UBC), issuing the WAA-UBC Award of Achievement upon completion. This is the only educational program of its kind.
The WAA partners with UBC to offer four courses in Web Analytics conducted 100% online. To receive the Award of Achievement in Web Analytics, participants must complete all four of the following courses:

Introduction to Web Analytics
Web Analytics for Site Optimization
Online Marketing Campaign Measurement
Creating and Managing the Analytical Business Culture

Each course runs approximately four weeks, and participants can plan to spend an average of four to eight hours per week in each four-week course, reading case studies and white papers, completing online reading, participating in online discussions, and doing independent study. Students are assessed based on assignments and individual projects.
Courses fill quickly, and registrations are accepted on a first come, first serve basis. Below is the current schedule of classes with course description.
Introduction to Web Analytics A web site can be a core business and communication channel that provides a direct link to current and potential customers. Unique to this medium is the ability to quantifiably measure and define the nature of the client interaction through web analytics. Successful organizations today are leveraging the power of web analytics to realize the full potential of their web sites, developing and maintaining deeper client relationships that create measurable value to the business. In this course you will be exposed to the key concepts, tools, techniques and practices of web analytics. Drawing extensively from case studies and rooted in practical application, participants will understand how web analytics can drive higher profits and improve the customer experience. Participants will also be exposed to techniques they can use to successfully advocate and promote the use of web analytics in the organization.
Curriculum Topics include:

Key concepts including analytics, key terms and how they are used
Key Performance Indicators (KPIs), why they are important
Measuring Actions: The Conversion Chain
Understanding the difference between data collection methods
Key tools and diagnostics based on different web site objectives
The fundamentals of Search Engine Optimization measurement
The fundamentals of visitor behavior analysis
Measuring and optimizing Paid Search Campaigns
How to develop KPIs that is aligned with your mission and business objectives
The analyst skill set: who and what you'll need

Web Analytics for Site Optimization
Successful web sites require continuous reviewing and maximizing conversion rates for defined success actions to improve the user experience and increase web site traffic. This course focuses on optimizing the visitor experience at the web site. Site optimization topics include information architecture and navigation, content structure, internal page and link strategy, and the optimization of internal web site search engines. This course uses best practice methods and case studies to show you how to define, track, evaluate, and optimize your web site to improve visitor conversion goals, providing examples of how to create simple tests to define and evaluate the value of web site changes.
Prerequisite: Introduction to Web Analytics
Measuring Marketing Campaigns Online
In today's marketplace, online channels play an increasingly critical role in a company's overall marketing plan. Once your site is optimized for usability and the visitor experience, it's time to bring in more traffic. In this course you will learn how to achieve greater return on investment for online marketing initiatives and evaluate the impact of campaign results. This course also includes coverage of online/offline interactions, enabling participants to learn how to measure offline drive to web sites. Discover how to identify the critical metrics assess and improve campaigns, including methodologies for tracking the impact of online channels such as e-mail, paid search (pay per click ), organic search (higher page ranking in search engines), and display / banner ads. The course will include an overview of technologies such as ad-servers, rich media, bid-management systems, and online research tools with the emphasis on campaign measurement and testing. Participants will leave this course with a solid foundation in online campaign optimization.
Prerequisite: Introduction to Web Analytics
Creating and Managing the Analytical Business Culture
This course goes beyond the tracking and reporting of web site activity, covering both the art and the science of successfully using web analytics to drive change within organizations. Getting organizational buy-in for analytics usage and data-driven decision making, choosing and deploying the right solutions to meet business needs, staffing and training the organization properly, and communicating information to diverse constituents within the organization are all key to success for the web analytics manager. The course covers successful web analytics management strategies and processes within the organization, providing both the knowledge and the practical skills to succeed as a web analytics manager. If you have all of a sudden found yourself "in charge of web analytics", this course will help you succeed in your new role within the organization.
Prerequisite: Introduction to Web Analytics
Program Fees and Application
Course fees are paid on a course-by-course basis at a cost of $585 CAD per course. The total program fee is $2,515 CAD, which includes a $175 administration fee that is due upon acceptance into the program.
To apply for the Award of Achievement in Web Analytics, you can complete an online application form.
Note that payment of your administration fee does not register you automatically into the Web Analytics courses. To reserve your spot in a course you must register for the course by following the corresponding links on the Curriculum page