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(Pay Per Click)

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What is Pay Per Click?

PPC stands for pay-per-click, a model ofinternet marketing in which advertisers pay afee each time one of their ads is clicked.

Advertisers are only charged when a useractually clicks on their ad, hence the name“pay-per-click.”

Pay-per-click is calculated by dividing theadvertising cost by the number of clicksgenerated by an advertisement. The basicformula is:

Pay-per-click ($) = Advertising cost ($) / Adsclicked (#)

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How does Pay per Click Work?

Paid Ads are subject the what is known as the AdAuction, an entirely automated process that GoogleAdWords and other major search engines use todetermine the relevance and validity ofadvertisements that appear on their SERPs.

As its name implies, the Ad Auction is a biddingsystem. This means that advertisers must bid on theterms they want to “trigger,” or display, their ads.These terms are known as keywords.

Google determine the Ad Rank on the basis of CPC BidAnd Quality Score (based on relevancy, CTR-ClickThrough Rate, Landing Page).

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Google AdWords

AdWords operates on a pay-per-click model, in whichusers bid on keywords andpay for each click on theiradvertisements.

1.Who gets to appear on the page isbased on and advertiser’s Ad Rank, ametric calculated by multiplying two keyfactors

2.1. CPC Bid (the highest amount anadvertiser is willing to spend)

3.2. Quality Score (a value that takesinto account your click-through rate,relevance, and landing page quality).

Keyword Relevance – Crafting relevant PPCkeyword lists, tight keyword groups, andproper ad text.

Landing Page Quality – Creating optimizedlanding pages with persuasive, relevant contentand a clear call-to-action, tailored to specificsearch queries.

Quality Score – Quality Score is Google's ratingof the quality and relevance of your keywords,landing pages, and PPC campaigns. Advertiserswith better Quality Scores get more ad clicks atlower costs.

Model

Key FactorsFocus On

Google AdWords is the single most popular PPC advertising system in theworld. The AdWords platform enables businesses to create ads thatappear on Google’s search engine and other Google properties.

Scope of PPC

PPC is The Best Way to Success and grows your career. PPC is the best For Business or As a Career Opportunity. Because Google Pay per Click Service is a powerful Tool for Business Who wants to make instant result at a minimum Cost as well as save time.

Not in India, all over the world, many of the Business is depend only on PPC campaigns. In PPC, when you are certified with Google Ad words and Bing, Then your starting Salary as given below.

PPC Junior 20K-30KPPC Team Lead 50K-70KPPC Specialist 70k-1LacPPC Manager Above 2Lac

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MODULES OF

PPC

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1 Concept of MarketingNowadays due to digitalization, Methods of Marketing has been also Changed from Traditional marketing to Digital Marketing. DigitalMarketing is one of the most booming career, due to its many features like Cost effectiveness, building brand, saving time and manymore.

Contents: ▲ What is marketing?▲ What is Digital Marketing?▲ Understanding the Process of Marketing▲ How Digital Marketing Wins Over Traditional Marketing?▲ Understanding the Process of Digital Marketing.

▪ About Increasing Visibility.▪ What is Visibility?▪ Visibility Types.▪ Visibility with Examples.

▪ About Visitors Engagement.▪ What is Engagement?▪ The importance of Engagement.▪ Engagement with Examples.

▪ About Bringing Targeted Traffic.▪ Inbound.▪ Outbound.

▪ About Conversion Leads.▪ Conversion Types.▪ Understanding the Process of Conversion.

▪ About Retention.

▪ The importance of Retention.

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Contents:

▲ Introduction to Keywords.▲ Types of Keywords.▲ Benefits of Keywords▲ How to use conversable keyword▲ Introduction to Google Keyword Planner Tool.▲ Use of Google Operators:▲ How to start with Keyword Planning Process?

Keyword Research & Planning

Keywords are one of the most critical and important parts of an SEO strategy. Most organisations spend extravagantly onkeyword research to generate targeted content, as the success of a website - including traffic and revenue optimisation –primarily depends on the popularity of the keywords one chooses.

2

Sear

ch V

olu

me

No of Words in a Phrase

How Keywords Differs?

Broad Short Tail Long Tail

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PPC ( Pay Per Click)3PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

Contents:

Google Adwords(Overview)▲ Understanding Search Results.▲ Introduction to Google Adwords.▲ Overview to Bing Ads.

Detailed Account Overview▲ Campaigns▲ Adgroups.▲ Ads.▲ Keywords etc.

Types of Advertising Campaign▲ Search Networks.▲ Display Networks.▲ Shopping Ads.▲ Video Ads.▲ Universal App.

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Understanding - Google AdWords Algorithm.▲ How does Google Ranks Ads in Auction?▲ What is Quality Score?▲ The Importance of Quality Score.▲ What is CTR?▲ The importance of CTR.▲ Understand Bids.

Creation of Your First Search Campaign.▲ Types of Search Campaigns

▪ The difference between Standard and All Features.▲ Campaign Level Setting.▲ Use of Existing Campaigns.Target Your Location.▲ Location Settings.▲ Types of Location Targeting.Understand All Types of Bids Strategies.▲ Manual▲ Auto▲ Advanced Strategies.▲ Understanding Ad Extensions.▲ Types of Ad Extensions.▲ Setting Up Your 1st Ad Extension.▲ What are Flexible Bid Strategies?▲ Understand the Use of it.▲ Creating AdGroups.▲ Download Adgroups Using Tools.

Continued..

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All About Keywords.▲ Finding Relevant Keywords.▲ How to Ads them in your Adgroup.Different Types.▲ Broad Match▲ Phrase Match▲ Exact Match▲ Modifiers keywords.▲ Creating Ads.

Tracking Performance and Conversions▲ What is Conversion?▲ It’s Importance.▲ Setting up Conversion Tracking.▲ Use the Code to Activate.▲ Analyze the Performance.

Optimize Search Campaigns▲ How to increase Quality Score.▲ How to Increase CTR.▲ Use of Negative Keywords for Optimization.▲ Evaluation

Creating Display Campaign▲ Types of Display Campaigns.▲ Creating First Display Campaign.▲ Making Campaign Level Settings.▲ How Display Campaign is Differ than Search Campaigns.▲ What is CPM?▲ Advanced Settings.▲ The importance of Ad-Scheduling.▲ Ad-delivery Options.

▲ Creating multiple Adgroups.

Continued..

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Different Types of Targeting.▲ Demographic.▲ Interest and Remarketing.▲ Other Types.

▪ Keyword based.▪ Topic-based.▪ Placement based.

▲ Finding Relevant Websites for Ads.▲ Creating Text Ads.▲ Creating Image / Banner Ads.▲ Uploading Banner Ads▲ Creating Ads From Ad Gallery.

The concept of Re-marketing.▲ What is Remarketing?▲ Setting Up Remarketing Campaign.▲ Creating Remarketing List.

Creating Video Campaign▲ Understand Video Marketing.▲ Creating Your 1st Video Campaign.▲ Types of Ads

▪ In Display Ads.▪ Skippable Ads▪ Non Skip Ads

▪ In-Stream Ads.▪ Search Ads▪ Related Ads▪ Hover Ads▪ Partners Websites.

▪ Creating Both Ads.

▪ Choose Different Targeting Methods.

Continued..

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4 Google Analytics

Contents:

▲ Introduction to Google Analytics▲ Understanding Interface. ▲ How does Google Analytics Work?▲ Setting up Your Account.▲ Activate Analytics Using Code.▲ Analyze Real-Time Traffic.▲ Creating Your Dashboard.▲ Creating Shortcuts.▲ How to Compare Website Performance.Analyze Your Audience.

▪ Understand what Sessions are.▪ Understand what Users are.▪ Understand Bounce Rate▪ Understand New Sessions.

▲ Know where they are coming from.▲ Understand what they are doing on Your Website.Setup Goals.

▪ Different Types of Goals.▲ How to Setup Funnel in Goals.▲ The importance of Funnel.▲ Integrating AdWords in Analytics Account.▲ Understanding Filters.

▲ Creating Reports.

Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic.

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Interview Preparation

Sessions

5 Learn how to tackle interview

Understanding Interview Dynamics

Getting the Most of your Interview Preparation

How to impress interviewer with your decent answers

Making the Right First, Second or Third Impression

Understanding the Dynamics Around the Table

Handling Difficult Interview Questions

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6Certifications

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Placed

Students

16

Name – Saurabh ThakurDesignation – Digital Marketing & Adwords Exe.Company – Ninja Infotech

Name – Nitin SharmaDesignation – Digital Marketing & Adwords Exe. Company – Deftsoft

Name – Vivek ThakurDesignation – PPC Adwords ExecutiveCompany – Pinnacle Pointer co

Name – IshantDesignation – Content WriterCompany – Bridging Technologies

Name – Ritika ChughDesignation – Software EngineerCompany – ONE Business Group

Name – SrishtiDesignation – Content WriterCompany – SDP Labs

Name – GagandeepDesignation – SEO Executive

Name – JushanDesignation – PPC ExecutiveCompany – Web technologies

Name – Sandeep KumarDesignation – Team LeaderCompany – Digiplex Consultants

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Students

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About WebLiquids

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