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.



You will leave 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.