2845B - Foundations of Pay-Per-Click (PPC) Management: Tactics and Strategy to Drive Growth

Course Description

If you want to increase your organization’s pay-per-click (PPC) revenues, this micro course is for you. You’ll delve into real case studies across both B2B and B2C companies and learn the tactics and strategies that drive growth in predictable ways. You’ll identify high-value keywords that get your Google ads noticed and explore paid social media strategies that cover the entire customer journey. You’ll learn to write persuasive ad copy and optimize your website and landing pages to convert visitors into customers.

Within 4-6 weeks of successfully completing this course, you will receive your micro-credential indicating achievement of the outlined learning outcomes and competencies/skills. Micro-credentials are tamper proof, verifiable, blockchain-based and 100% digital. They can be shared on social media, including LinkedIn and Facebook, embedded in websites or downloaded as PDFs.

Learning Outcomes

By the end of this micro course, you'll be able to:

• Perform both PPC keyword and competitive research to best compete in a crowded market.
• Build and manage Google Ads campaigns, including structuring campaigns, optimizing bids, and writing persuasive ad copy.
• Build and manage Display and Social Media campaigns, including targeting the right audience with the right creative messaging.
• Maximize the paid traffic you’re driving to your website through conversion optimization.

Competencies/skills developed in this micro course include:

• Google Ads Campaign Management
• Display and Social Media Campaigns
• Conversion Optimization
• High Performance Ad Copy

Notes

This course may be applied towards the SCS Certificate(s) in

• Advertising : elective micro course 2845
• Digital Marketing Management : Required
• Marketing - Advanced : Micro Set 2845