eBusiness Programme Optimising your Pay Per Click Campaign

Type:Information Seminar
Venue:Shottle Hall Country House Hotel, Near Belper
Date:9th December 2008
Time:9am - 4pm
Available To:Members and Non Members
Members Price:Free
Non Members Price:Free

Event Description

Advanced Pay Per Click - optimising your PPC campaigns - Action Planning Workshop

Workshop overview

Companies often set-up their PPC campaign with little understanding of all the campaign options available, bidding strategies, or how the search engines actually decide which ad will get the top positions and how much they will pay.

During this advanced session we will take the more experienced PPC practitioner through some of the options that are now available when using Google PPC.   The workshop will explain how you can use different campaign options to target specific types of customers.   In addition the workshop will demonstrate how Google "quality score" works; in order to show you how to optimise your campaigns and use different bidding strategies.   We will also explain how to increase conversions rather than just focussing on traffic generation.

Workshop programme in detail

  • Overview of the account hierarchy
  • Campaign options
o Search network vs content network
o How to target customers in certain locations (geo-targeting)
o How to set up campaigns for targeting multiple countries/regions
o Other campaign options such as scheduling
o Structuring your campaigns and ad groups 
  • Optimising your ad groups and keyphrases
o How you get top positions in the different PPC systems
o What is Google "quality score"
o Using different match types and specific keyphrases
o Writing and testing different ad copy
o Optimising your campaign
  • Maximizing your conversions
o Using conversion tracking to monitor and optimise your PPC campaign
o Making sure your website pages result in sales or enquiries
o Creating "calls to action" and other factors on your landing page
o Focus on keyphrases that convert browsers to customers
o How to improve your conversions and test different landing pages
  • Strategies to match the levels of traffic and budget
o Budget too low - how to focus on the most cost effective traffic
o Traffic levels too low - how to increase visibility and clicks
  • Making the management process easier
o Using Google Editor
o PPC Reporting and Google Analytics
o Setting up a My Client Centre (MCC) for managing multiple accounts

Who should attend?

This workshop is aimed at individuals that have been running their own (or a company) PPC campaign for a few months. You may have set up the campaign without any external help, or want to improve the performance of the campaign.

In order to benefit from this workshop you should have either attended the PPC Beginners workshop or have been running your own PPC campaign for at least a month.

To book your FREE place visit www.ebusinessclub.biz

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