Free Seminars

Canada/Manitoba Business Service Centre

Google Pay Per Click (PPC) Marketing Basics

Seminar Summary:	Google Pay Per Click (PPC) Marketing Basics Participants will learn the basics of how Google's Pay Per Click (PPC) marketing works and how it differs from organic (non-paid) search engine marketing. This seminar serves as an overview for more advanced PPC seminars that may come later.
Date and Registration:	2009 Mar 23, 9:00 AM - 11:00 AM Call (204) 984-2272 or 1-800-665-2019 to register for this or any other seminars by phone. Sign up now for the free Google Pay Per Click (PPC) Marketing Basics seminar. Seating is limited.
Cost:	FREE
Facilitator:	Steve Gomori is a graduate of the Internet Systems Specialist Diploma at the University of Winnipeg. In addition to PHP, Javascript, MySQL, XHTML, and CSS projects, Steve works on marketing campaigns and teaching various courses and seminars.
Materials:	To be given at the seminar. Please register early so we have enough notice to print copies for everyone. Optional book resources are here.
Additional Information:	These seminars are limited to 50 people, and can fill up quickly. Please register early to ensure you will have a place and a copy of the handouts. Phone: (204) 984-2272 or 1-800-665-2019 Hours: 8:00 a.m. to 4:30 p.m. Monday to Friday Fax: (204) 983-3852 Hearing Impaired TTY: 1-800-457-8466 250 - 240 Graham Avenue, Winnipeg, MB (2nd Floor of The Cargill Building, near Canada Post) Mailing Address: P.O. Box 2609, Winnipeg, Manitoba R3C 4B3 Web: http://www.canadabusiness.ca/eng/ E-Mail: manitoba@canadabusiness.ca Parking Information All CMBSC seminars, listed by date: http://events.ebsc.ca/events_bydate.aspx Not in Winnipeg? Not a problem! C/MBSC does remote video conferencing. Here is a list of video conferencing locations where you can enjoy the free seminars.

Learning Outcomes

To understand the basic technologies and terminologies related to Google Pay Per Click marketing
To be aware of common mistakes when doing PPC on the Web

Prerequisites

The following may be helpful before taking this seminar:

A general understanding of computer and internet technology
Ability to create/edit Web pages would be helpful

Course Format

This seminar will be informal, allowing questions from participants at any time so the topics can be tailored to the needs of the people attending.

Topic Outline

Rough topic outline; items are added and updated regularly.

1	INTRODUCTION
  1.1	Who Should Take This Seminar?
  1.2	Why Should You Take This Seminar?
  1.3	What Will You Learn?
  1.4	When Should You Apply These Concepts?
  1.5	Where Can I Learn More?	
2	WHAT IS PPC?	
  2.1	Quick Definition of PPC	
  2.2	What Are Search Engines?	
    2.2.1	How search engines work	
  2.3	How People Search	
    2.3.1	The process of finding an answer	
    2.3.2	What this means to an advertiser	
  2.4	History of PPC	
  2.5	Today's Landscape of PPC	
    2.5.1	Google	
    2.5.2	Yahoo!	
    2.5.3	Microsoft	
    2.5.4	Everyone else	
  2.6	Organic vs. Paid Search	
    2.6.1	The Google Search Network	
    2.6.2	The Google Content Network	
3	SEARCH RESULTS PPC ADVERTISING	
  3.1	AdWords	
    3.1.1	The Starter Edition of AdWords	
    3.1.2	The Standard Edition of AdWords	
  3.2	Types of Ads	
    3.2.1	Text ads	
    3.2.2	Local business ads	
    3.2.3	Image ads	
    3.2.4	Video ads	
    3.2.5	Mobile ads	
4	BASIC DEFINITIONS	
  4.1	Impression vs. Click	
  4.2	Landing Page	
  4.3	AdWords Bid Auction	
  4.4	Quality Score (QS)	
  4.5	Click Through Rate (CTR)	
  4.6	Ad Rank	
  4.7	Bid Price (Min, Max)	
  4.8	Cost-Per-Click (CPC)	
  4.9	AdWord Discounter	
  4.10	Conversion Rate and Conversion Page	
  4.11	Return on Investment (ROI)	
5	BEFORE YOU BEGIN	
  5.1	The Three Rs of Advertising	
    5.1.1	Reach	
    5.1.2	Relevance	
    5.1.3	Return On Investment	
  5.2	PPC Math 101: Costs, Value, and ROI	
    5.2.1	Calculating the costs	
    5.2.2	How does Google calculate my actual click cost?	
6	KEYWORDS	
  6.1	Short and Long Tail	
    6.1.1	Book store example	
  6.2	Brainstorming	
    6.2.1	Think like a fish	
  6.3	Keyword Tools	
    6.3.1	PPC/SEO keyword tools	
    6.3.2	Other keyword tools	
  6.4	Keyword Matching Options	
    6.4.1	Broad match	
    6.4.2	Phrase match	
    6.4.3	Exact match	
    6.4.4	Negative keywords	
    6.4.5	Keyword matching example	
    6.4.6	What about punctuation?	
7	WRITING AN AD	
  7.1	Four, Three, Two, One... GO!
  7.2	Google Guidelines	
  7.3	One Headline Title - 25 Characters	
    7.3.1	Use marketing power words	
    7.3.2	Pose a question	
    7.3.3	Get creative	
    7.3.4	One more thing!	
  7.4	Two Description Lines - 35 Characters each	
  7.5	One Display URL - 35 Characters	
8	A NOTE ON BIDDING AND POSITION	
9	LANDING PAGE	
  9.1	Use Clear Language	
  9.2	Include Prices, Promotions, Warranty, Details	
  9.3	Navigation	
  9.4	Call to Action	
  9.5	You Are in the Right Place	
  9.6	Chunking	
  9.7	Ugly Doesn't Sell	
  9.8	Don't Hide	
  9.9	Other Things to Note	
10	RESOURCES

Resources

Dictionary and Thesaurus

Fraud

Online Advertising Fraud (~30 pages - Jan 2008) http://www.google.com/adwords/adtrafficquality/files/crimeware.pdf

Marketing

Delving Deep Inside the Searcher's Mind http://searchenginewatch.com/showPage.html?page=3406911
You Are What You Search http://www.slate.com/id/2147590/?nav=tap3

Considerations

Please consider turning off any cell phones and pagers while in lectures or seminars. If you need to be available (on call for work, for example) please set your cell/pager to vibrate. Also, please remember that checking email, typing instant messages, or surfing the Web may be distracting to others.

More Information

Here are links to more information that you may find helpful:

Winnipeg Transit: The Winnipeg Transit site includes links for fares, the free Downtown Spirit service, schedules and more.

Exchange District BIZ: The Winnipeg Exchange District BIZ site has maps and information about the area around our campus.

Downtown Winnipeg BIZ: The Downtown Winnipeg BIZ site includes links for parking, restaurants, and the BIZ Patrol.

Notice

The contents of this page are given as a guideline only and are subject to change.

Free Seminars - Canada/Manitoba Business Service Centre - e-Business - [ Google Pay Per Click (PPC) Marketing Basics ] -
Description - Outcomes -

Free Seminars

Canada/Manitoba Business Service Centre

Google Pay Per Click (PPC) Marketing Basics

Learning Outcomes

Prerequisites

Course Format

Topic Outline

Resources

Refernece Books

Google

General PPC

Yahoo!

Other PPC Systems

Keywords

Writing Ads

Landing Page