Skip to Content Skip to Footer

Course Overview

Paid Search advertising, also called pay-per-click (PPC), is used to pay for website traffic. This course explores search marketing, the search process and the buying cycle. You will learn how to set up a successful PPC account, set and measure goals, and optimize keyword usage using various strategies. Plus, examine the components of effective ads and landing pages, learn how to optimize ad targeting, and understand when to use search or display advertising. The course also delves into research and analysis considerations, such as report creation, improving quality scores, and using A/B and multivariate ad testing.

Skill Level: Beginner

Key Takeaways

  • Identify the benefits of paid search (pay-per-click) and the parts of an ad
  • Understand how to set PPC account goals and audit a PPC account
  • Explain how to use keyword planners and how to use keyword matching and negative keywords
  • Explain how dynamic keywords and different ad extensions are beneficial
  • Understand how you can segment B2B and B2C searchers
  • Learn how to optimize a landing page
  • Understand the difference between search and display advertising

Are you an AMA Professional Certified Marketer®️? This training is worth 4 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

Learning Format

This self-paced course features a mobile-friendly mix of videos, real-world case studies and games. You’ll also have access to a subject matter expert in case you have questions along the way.

Pricing

$99

GET STARTED

You will leave ama.org to make this purchase.

This course is hosted by our approved learning partner, MindEdge. You’ll be sent to their site to purchase this training, and their customer service team can answer any additional questions you have about the course. As an official partner, the AMA may receive compensation for your enrollment.

  • blue gradient background with a white icon in the center of an analytics dashboard

    3.5 Hours | 42 Modules | Beginner

    Optimize your website visitor journey and purchase funnel by understanding your web analytics and implementing best practices based on insights. Develop a solid understanding of the basic concepts and techniques you will encounter as a practitioner in the web analytics field.

  • blue gradient background with a white icon of a smart phone in the center

    3 hours | 21 Modules | Beginner

    In the age of smartphones, it is a foregone conclusion that marketing efforts should be accessible on a mobile device. This course introduces mobile marketing, looking at strategies for reaching target audiences through multiple channels, including websites, email, social media and mobile apps. With an emphasis on key concepts, definitions, and metrics, the course will teach you how to leverage mobile devices’ unique benefits to drive profitable customer action.