This 1-day introductory course on biddable media is based around four, 1h 10 minute sessions. By the end of the day you will be able to set up an Adwords/PPC account in Google or Bing, know the relevant terminology and be comfortable with writing ad copy, targeting appropriate keywords and managing the ongoing campaign using bid management and budget management strategies. Also covered are basic account optimisation techniques to ensure that the paid search campaigns remain profitable easy to manage and maintain.
Who this course is for: marketing and e-commerce executives; those new to paid search and biddable media marketing.
All required equipment will be provided at the venue.
Session One – introduction and familiarisation
• Introduction to Google Adwords and PPC campaigns
• Biddable terminology
• Navigating the Adwords and Bing interfaces
Session Two – keywords and account structuring
• Keyword research and methodology
• Structuring and organising your account
• Campaign settings
Break for lunch (provided)
Session Three – keyword strategies and ad copy
• Keyword match types
• Using negative keywords
• How to write great ad copy
Session Four – managing your campaigns
• Bid management techniques
• Budget management techniques
• Basic account optimisation
This course provides a comprehensive introduction in getting a biddable paid search campaign up and running on Google and Bing, and gives attendees the core knowledge in how to structure, monitor and optimise accounts and campaigns on these platforms.
Fresh Egg is a certified Google Adwords partner, and provides 30 days online support after the course.