Pay-per-click Management

What You Will Learn

• 1 Learn the core principles of pay-per-click advertising, including how auction systems work, key performance metrics, and the strategic role PPC plays in the digital marketing mix.
• 2 Understand keyword research methodologies, match type selection, and negative keyword strategies that form the foundation of a high-performing campaign structure.
• 3 Apply proven ad copywriting frameworks to craft compelling text ads, responsive search ads, and display creatives that improve click-through rates and quality scores.
• 4 Analyze campaign architecture best practices, including account structure, ad group organization, and segmentation strategies that simplify management and improve performance.
• 5 Explore bidding strategies — from manual CPC to automated smart bidding — and learn how to select, implement, and transition between bid strategies based on campaign goals.
• 6 Develop audience targeting and remarketing systems using demographic layers, custom intent audiences, and customer match lists to reach high-value users across the buyer journey.
• 7 Implement conversion tracking, attribution modeling, and analytics integration to measure true campaign performance and connect ad spend to business outcomes.
• 8 Build landing page optimization frameworks that align with ad messaging, improve Quality Score, and increase conversion rates across paid traffic sources.
• 9 Understand paid social advertising across major platform types, including feed-based, story-based, and in-stream formats, and how to integrate them with search campaigns for full-funnel coverage.
• 10 Create reporting systems, performance dashboards, and optimization workflows that support ongoing campaign management, budget scaling, and strategic decision-making.