Hands-On & Up-to-Date
Course Modules
Pay Per Click Marketing (PPC) Training
Course
Generate Quality Leads, Cost Efficiently
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Pay Per Click Marketing | Overview
Introduction
P
acked with real world case studies and practical hands-on class activities, participants will be taught how to create,
analyze, and optimize PPC campaigns with practical implementation on Facebook Ads and Google AdWords platform in this intensive 2-day SEM/PPC course.
From basic to advanced keyword research, ad copy and landing page creation to profitable bidding strategies, conversion optimization, and analytics, participants will gain valuable knowledge and actionable strategies to optimize PPC
campaigns for success.
Objectives
By the end of this course, participants will:
•
Be proficient with both Facebook Ads and Google
•
AdWords interface and how to create and manage
creatives to maximize ROI.
Search, Display, and Remarketing campaigns.
•
Be able to create effective landing pages and ad
•
Know how to avoid costly mistakes that hinder
Be able to test, analyze, and refine paid advertising campaigns.
the profitability of paid advertising campaigns.
Key Features
Up-to-date course modules
Real world examples & case studies
Hands-on with lots of practical
examples
Developed by experts with extensive experience in the Asia region
Structured curriculum
After-training support
2
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Pay Per Click Marketing | Outline
Part 1: Facebook Ads
Chapter 1: Introduction
•
Creating your first Facebook ad campaign
Instructor-led | Mode of delivery (Presentation,
•
Types of bidding
case studies, practical)
•
The science of successful Facebook Ads, backed by
•
Why Advertise on Facebook?
•
Setting up your Facebook Ads account
real world data.
•
Facebook ad creative best practices
Instructor-led | Mode of delivery (Presenta-
Chapter 4: Measurement & Optimization
tion, small group discussions, worksheet, case
Instructor-led | Mode of delivery (Presentation,
Chapter 2: Defining Your Audience
studies)
case studies, small group discussions, practical)
•
•
What is targeted marketing and why is it so impor-
Manager interfaces
tant?
•
•
Defining your goals and setting your KPIs (Identi-
•
The formula for successful advertising – Reach,
Resonance, Reaction
fying challenges and coming up with solutions)
•
Managing your ads from both Power Editor & Ad
•
Defining your marketing personas (You can’t go far
Identifying weaknesses and strengths through
if you skip this step)
your Facebook Ad reports and making appropriate
Real world case studies
adjustments
Chapter 3: Ad Campaign Development & Execution
•
Facebook Ad relevance scores
•
A/B split testing
case studies, practical)
Project: Real World Project Simulation Exercise
•
Facebook Ad campaign structure
Instructor-led | Mode of delivery (Small group
•
Setting up the Facebook pixel and custom conver-
discussions, practical, assessment)
sions
•
Instructor-led | Mode of delivery (Presentation,
Define your marketing objectives and target audience
•
Defining and segmenting your audiences
•
Types of Facebook Ads (Page Post Engagement,
•
Develop and execute a Facebook Ad campaign
Page Likes, Clicks to Website, Website Con-
•
Analyze and optimize mock-up metrics
versions, Dynamic Product Adverts, Reach and
•
Share your project with the class
Frequency etc)
3
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Pay Per Click Marketing | Overview
Part 2: Google AdWords
Chapter 1: Introduction
•
How to Estimate Value-Per-Conversion (Short term)
Instructor-led | Mode of delivery (Presentation)
•
How to estimate the full value of an AdWords cus-
•
Why Google AdWords
•
How AdWords works on the web
•
How Google AdWords complements your SEO
tomer (Long term)
campaigns
Chapter 3: Analyze & Refine
•
Types of AdWords Campaigns
Instructor-led | Mode of delivery (Presentation,
•
The two main objectives of an AdWords campaign
case studies, worksheet, practical)
•
The winning SEM workflow (Test, Analyze, Refine)
•
Key PPC success metrics to track and analyze
•
Identifying weaknesses and strengths through your
AdWords reports and making appropriate adjust-
Chapter 2: Test
ments
Instructor-led | Mode of delivery (Presentation,
case studies, small group discussions, work-
Bonus: Create an AdWords Display
and Remarketing Campaign
sheet, practical)
•
Understanding the structure of an AdWords
account
•
Creating your first AdWords Search campaigns
•
Creating your first ad group
•
Understanding keyword match types
Project: Real World Project Simulation Exercise
•
How to conduct effective keyword research
Instructor-led | Mode of delivery (Presentation,
•
Understanding the buying funnel
case studies, small group discussions, practical,
•
Building your keyword list
assessment)
•
Creating your ad creative
•
•
Ad creative best practices
•
Creating landing pages
•
Develop and execute a Google AdWords campaign
•
Landing page best practices
•
Analyze and optimize mock-up metrics
•
A/B split testing your ads and landing pages
•
Share your project with the class
•
Setting up performance measuring tools such as
Define your marketing objectives and target audience
conversion tracking and Google Analytics
4
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Pay Per Click Marketing | Other Info
Other Information
Target Audience
This is an entry-level course for marketers who wish
to explore and harness a new channel of digital marketing to generate more leads. For marketers who
already have already tried their hands on Facebook
Ads and Google AdWords, this course serves as an
add-on to your existing knowledge, covering more
advanced and ROI-focused strategies.
Course Duration
2 Days (10am - 6pm)
Training Method
Instructor-led training
Prerequisite
Basic computer knowledge.
Instructors
Lin Xuanbin
Specialising in Paid Search and Online Lead Generation, Xuanbin’s digital marketing career has spanned MNCs, private companies and government agencies across Recruitment, IT, Media, and International Trade industries. During
his stints in award-winning global media agencies, Xuanbin planned and strategised digital marketing campaigns over
the Asia Pacific region for some of the world’s largest companies. Some of which included Hotels.com, SAP, MINI,
Laneige and SPRING Singapore.
An ROI driven marketer, Xuanbin ran a cost-efficient and profit-driven programmatic remarketing programme across
6 markets in Asia. Using a mix of Programmatic Display, Paid Social and Telemarketing / Electronic Direct Mailers,
he helped build sales pipelines across various business units within SAP in the APJ region. The revamped International Enterprise (IE) Singapore corporate website, which Xuanbin was the co-project lead, saw online engagements
increase significantly over the same time period from the previous year -- an increase of 30.8% in visits and 59.7%
increase in pageviews. The website was awarded Best Customer / User Experience Site Award at the 2013 Sitecore
Site of the Year Awards for Asia, and Best in Class (B2B) in the 2014 Interactive Media Awards.
Having been on both brand and agency sides, Xuanbin strongly believes in empowering brand marketers with a deeper understanding of the digital marketing landscape to achieve better alignment with their agencies; therein maximising the potential of their partnership and digital marketing performance. Xuanbin is a certified individual in Google
AdWords and Google Analytics. In his day job, he is a fully committed data ninja, manipulating and analysing large
datasets to uncover the real business impact of the digital campaigns he runs.
5
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