OVERVIEW

Build on your digital marketing fundamentals by diving into paid search and display advertising. In this intensive week, you’ll learn how to set up, launch, and optimize PPC campaigns across search engines and the Google Display Network. You’ll master the mechanics of bidding, ad formats, and targeting to drive qualified traffic, as well as how to measure and improve campaign performance in real time.

Key Topics Covered:

• PPC ecosystem and terminology (CPC, CPM, Quality Score)
• Campaign structure: accounts, campaigns, ad groups, keywords
• Keyword research and match types for search ads
• Ad copywriting best practices for maximum click‑through rate
• Display network fundamentals: placements, responsive ads, and targeting options
• Bidding strategies: manual vs. automated, budget allocation
• Remarketing and audience segmentation techniques
• Conversion tracking setup and integration with analytics

Learning Objectives:

1. Define and Segment Your Target Audience: Identify high‑value customer profiles and create custom audiences for search and display campaigns.
2. Craft and Distribute Engaging Ad Content: Write compelling headlines, descriptions, and design display creatives that drive clicks and conversions.
3. Execute Cross‑Channel Campaigns: Coordinate PPC efforts with SEO, social media, and email marketing to reinforce messaging and maximize ROI.
4. Measure Performance with Analytics: Implement conversion tracking, interpret key metrics (CTR, CPA, ROAS), and use A/B testing to continuously optimize ads.
5. Apply Advanced Tactics: Leverage remarketing lists, lookalike audiences, and audience exclusions to refine targeting and improve efficiency.

By the end of this module, you’ll be equipped to launch high‑impact PPC and display campaigns, effectively allocate your ad spend, and iterate on data‑driven insights to meet your marketing goals.