PPC & Website Analytics Training


1.      Pay Per Click (PPC) or Search Engine Marketing (SEM)

Pay Per Click (PPC), also known as Search Engine Marketing (SEM) is different from SEO. While SEO generates organic traffics for your site, you have to pay a cost per click to generate traffic through PPC campaign. PPC ads either appear above the organic results, or they are placed on the sidebar. Google Adworlds is the most popular SEM system. One can launch SEM campaign from other platforms — Microsoft, Bing, Yahoo — as well. A successful SEM campaign turns visitors into customers. A winning SEM campaign is the combination of these factors: Right keywords, how to organise them into campaigns, how to place your bid on keywords related to your business, what channel you should select, how to create a SEM landing pages.

What you learn after completing this module:

  • Key Concepts of SEM
  • Overview of Google Adwords
  • Overview of Microsoft AdCenter
  • Bing Ad Centre
  • Overview of Yahoo Search Marketing
  • Daily Budget
  • Strengths of Pay-Per-Click
  • Keyword Research
  • Research Tools
  • Google PPC
  • Search Engine Marketing Strategies
  • Objectives, goals & expectations
  • Search Campaign Process
  • Competitive Analysis
  • Keyword Selection
  • Ad Writing Techniques
  • Landing Pages & Call to Action
  • Targeting
  • Budgets
  • Scheduling
  • Display Networks
  • Campaign Management
  • Conversion Tracking
  • Conversion Metrics: CPA, CTR
  • Bid Management Plan & Bidding
  • Performance Tracking with Google Analytics
  • Reporting and Analysis

2.      Website Analytics Basics

  • Web Analytics & Web Master Tools
  • Web Analytics Fundamental
  • Overview of Qualitative Analysis
  • Goal and account setup
  • Analytics Code and Profiles
  • Goal Configuration & Funnels
  • Dashboard
  • Audience
  • Advertising
  • Traffic Sources
  • Bounce Rate
  • Site speed and site search
  • Events and conversions
  • Standard reporting
  • Customised reporting