A job in the paid search industry can be unbelievably lucrative. As noted recently by Jennifer Laycock of Search Engine Guide, "There are quite literally more jobs than there are skilled marketers and salaries can skyrocket to almost embarrassing levels."
This extreme demand means Search Engine Marketers can pick and choose their jobs and/or clients. The more skilled marketers are head-hunted regularly. Experts in select specialties such as Pay Per Click Advertising are currently enjoying even higher demand than usual, as advertisers out-bid each other to have their site shown for popular keyword searches on Google, Yahoo! and MSN.
Job candidates who hold specific industry certification in Pay Per Click Marketing may well have an edge over their fellow applicants when it comes to interview selection. The Pay Per Click Marketer series is a bundle of 3 courses designed for persons who want to jump-start their career path in the fast-paced search engine industry.
The Pay Per Click Marketer series consists of the following 3 individual courses:
1) Pay Per Click Marketing 101
2) Pay Per Click Marketing 201
3) Keyword Research 101
Pay Per Click Marketing 101 will give you the knowledge necessary to set up, monitor and maintain a successful campaign to promote your web site on the pay-per-click search engines and their network of partner sites. It will walk you step-by-step through the process of setting up a PPC campaign from scratch on the two most popular services, Google AdWord and Yahoo! Search Marketing. Taking the course will ensure your advertising campaign is designed for success from the very first impression.
Pay Per Click Marketing 201 will take your knowledge of PPC to the next level by teaching you how to Improve the Return on Investment of your PPC campaigns on the major search engines and their network of partner sites. The course will show you step-by-step how to improve your ad click-through and conversion rates, create effective landing pages, measure campaign effectiveness, conduct split testing and tweak your campaigns for better performance.
Keyword Research 101 will teach you the process you should follow to come up with appropriate keywords and phrases that you wish to target in search engines, whether it be via search engine optimization methods or via pay per click advertising. The keywords and phrases you select to describe your site and the way you integrate them can make or break your listings in the search engines. This course will teach you how to select keywords that are geared specifically towards your particular niche markets while bringing you a substantial amount of site traffic. The course will also show you how to integrate these search terms throughout your site without compromising search engine compatibility. Finally, this course will teach you why keyword research is crucial to reaching your target markets online, whether they live next door or half a world away.
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FEATURES
This nationally recognized Pay Per Click Marketing (PPCM) online course and training program has been developed because of the high demand for Pay Per Click marketing specialists. Pay Per Click Marketing (PPC) is a sub-set of Search Engine Marketing, and refers to a specific type of advertising where you pay a search engine every time a potential customer clicks on your ad. These ads appear on search engine results pages and sometimes on the pages of sites within a search engine's network of partners.
A job in the paid search industry can be unbelievably lucrative. As noted recently by Jennifer Laycock of Search Engine Guide, "There are quite literally more jobs than there are skilled marketers and salaries can skyrocket to almost embarrassing levels." This extreme demand means Pay Per Click Marketers can pick and choose their jobs and/or clients. Experts in select specialties such as Pay Per Click Advertising are currently enjoying even higher demand than usual, as advertisers out-bid each other to have their site shown for popular keyword searches on Google, Yahoo! and MSN. This online certificate program is offered in partnership with major colleges and universities.
TOPIC HIGHLIGHTS
Course Outline
- Pay Per Click Marketing 101
- In Introduction to Pay Per Click Marketing
- Pay Per Click Campaign Preparation
- An Introduction to Google AdWords
- How to Set Up and AdWords Account
- An Introduction to Yahoo! Search Marketing
- How to Set Up a Yahoo! Sponsored Search Account
- Keyword Research for PPC Campaigns
- Ad Copy Creation for PPC Campaigns
- Landing Page Creation for PPC Campaigns
- PPC Campaign Conversion & ROI Measurement
- Pay Per Click Marketing 201
- An Overview of PPC Marketing
- Pay Per Click Search Engines
- Key Elements of a Successful PPC Campaign
- Building Effective PPC Ads
- How to Structure Your PPC Campaign
- Effective PPC Bidding Strategies
- How to Create Killer Landing Pages
- Tracking PPC Conversions
- A/B Split Testing
- How to Measure ROI on PPC
- Keyword Research 101
- An Introduction to Keyword Research
- Keyword Research Basics
- Campaign Requirements Gathering
- Keyword Research Tools
- Digging for Keywords
- Narrowing Down Your Keyword Selections
- Integrating Your Keywords
- Using Keywords in PPC Campaigns
- Tracking Your Keyword Traffic
- Tweaking and Testing Your Keywords
CERTIFICATE REQUIREMENTS
A 70% or better must be achieved in order to receive a Certificate of Completion.
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COURSE OBJECTIVES
Upon successful completion of this program, you will be able to:
. Set up, monitor and maintain successful pay-per-click advertising campaigns for your site or your client's sites, by bidding on specific keywords and phrases on the world's most popular search engines and directories.
. Prepare for starting your own search engine marketing business or applying for a job as SEM (search engine marketer), PPC Marketer or Online Advertising Executive.
PDF BROCHURE
Please click here to download the PDF brochure for the online courses offered by OCPE.
This brochure and the registration form for this course require Adobe Reader. Click here to download the latest version of Adobe Reader.
WHO SHOULD ATTEND
Marketing and advertising agency executives entrusted with the responsibility of promoting their company's or clients' web sites.
Webmasters wanting to increase traffic to their web sites via search engines and prepared to pay for it by the click.
Small business owners wanting to learn how to promote their web sites on the search engines via paid listings.
Marketers of e-commerce sites that want to use PPC to measure their site's visitor to customer conversion ratios.
Search Engine Optimizers and Search Engine Marketers that want to learn about pay per click search marketing and offer PPC campaigns as part of their product offerings.
Webmasters or small business owners currently running pay per click campaigns, who want to increase their ad conversion rates and ROI.
Search Engine Marketers that already sell pay-per-click search engine marketing campaigns as part of their product offering and want to expand their knowledge to a more advanced level.
Copywriters wanting to know how to choose search keywords to integrate within the body text of web sites and PPC landing pages.
Persons wanting to achieve a higher return on investment from their search engine marketing campaigns.
The following skills are required for taking this course:
Keyboard skills
Search engine usage
Internet Browser usage
Email usage
The following skills are recommended for taking this course:
Some HTML knowledge
Advanced search engine usage
This course is tutor-supervised with a tutor assigned to guide students through the lesson material and review their assignments.
*Students who want to receive industry-recognized Search Engine College Certification in Pay Per Click Marketing must make a 70% overall pass on their quizzes and final exam and complete set assignments to the satisfaction of their tutor.
INSTRUCTOR
Kalena Jordan was one of the first search engine optimization experts in Australia and New Zealand and is 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.
As well as being Co-Founder of Search Engine College, Kalena is Director of Studies and Tutor for all SEO and PPC courses. 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 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 is 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.
The following items are required for taking this course:
The following items are recommended for taking this course:
- A word processing package such as Microsoft Word or Works
- A spreadsheet package such as Microsoft Excel or Works
- A printer (if you want to print lessons rather than read PDF docs online)
1. How do I register for a Gatlin online course?
Gatlin does not offer courses directly to the public. It offers courses through
George Mason University and other colleges and universities. Please contact our office at 703-993-2113 or
click here for more information
or to register for a course.
2. How much do Gatlin online courses cost?
To view the prices for all Gatlin courses that are offered by George Mason
University, please click here.
3. Why do I have to take Gatlin courses through a participating school?
That is the only way Gatlin Education Services offers its courses. They do not deal
directly with the public.
4. Do I have to travel to register for or to attend a Gatlin online course?
All Gatlin courses are delivered entirely online, so you do not have to go to a
class or travel to a school. Please contact our office at 703-993-2113 or
click here for more information
or to register for a course.
5. How long does it take to complete a Gatlin course?
All of our Gatlin courses are asynchronous. You can start and finish the course at
your own pace. Most courses are designed to be completed within 180 days. You may request an extension if you think
you will need more time to complete a course. Please contact us at 703-993-2113 or
click here if you have any
questions or if you would like to register for a course.
6. Do I have to buy additional materials?
Please refer to the green Included Materials box located on the upper right hand side of this page. If materials are included in this course, they will be shipped by Gatlin to you via UPS ground service after you have registered for a course.
7. Can I get financial aid for Gatlin courses?
George Mason University offers financial assistance through the Sallie Mae Training
Loan Program for qualifying students. Call 703-993-2113 for more information. GES also provides a loan opportunity
for students (www.collegeloanapplication.com).
8. What happens when I complete the course?
If you obtain a final passing grade of 70% or greater in a course, we will award you
a George Mason University certificate of completion.
9. Who will be my instructor?
Each student is paired up with a George Mason University, OCPE, Gatlin facilitator for one-on-one interaction. The facilitator will be available (by e-mail or by telephone) to answer any questions you may have and to provide feedback on your performance. All of our facilitators are successful working professionals in the fields in which they teach.
10. What are the system requirements in order to take an online course?
Please see the "PC requirements" section listed for individual courses.
11. When can I start the course?
You can register for a course at any time.
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