Free Seminars

Canada/Manitoba Business Service Centre

Google Pay Per Click (PPC) Marketing - Advanced

Seminar Summary:	Google Pay Per Click (PPC) Marketing - Advanced Participants will learn more advanced Pay Per Click (PPC) marketing topics based on the previous PPC 101 topics.
Date and Registration:	2009 Mar 30, 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 - Advanced 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 more advanced technologies and terminologies related to Pay Per Click marketing
To be aware of ways to optimize your PPC budget for success

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
A general understanding of Google PPC (e.g. the PPC 101 seminar)

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	A CLOSER LOOK AT THE BUYING CYCLE	
  2.1	The Research Stage	
  2.2	The Shopping Stage	
  2.3	The Purchase Stage	
  
3	DYNAMIC ADVERTISING	
  3.1	Dynamic Keyword Insertion (DKI)	
    3.1.1	What is DKI?	
    3.1.2	How Does DKI Work?	
    3.1.3	The Default Text	
    3.1.4	DKI Capitalization	
    3.1.5	DKI Code Placement	
    3.1.6	Trademarks	
    3.1.7	Natural Sounding Ad Copy	
    3.1.8	Broad, Exact and Phrase Matches	
  3.2	Dynamic Landing Pages	
    3.2.1	Where to Place Landing Page Keywords	
    
4	CONVERSION TRACKING	
  4.1	How Do I Enable Conversion Tracking?	
  4.2	How Does Conversion Tracking Work?	
  4.3	Creating The Conversion Code	
    4.3.1	Choosing an Action	
    4.3.2	Assigning a Value to Your Conversion	
    4.3.3	The Tracking Indicator	
    4.3.4	Where to Place Your Code	
  4.4	Testing Your Conversion Code	
  4.5	The Conversion Optimizer	
  
5	ADWORDS TOOLS	
  5.1	Keyword Tool	
    5.1.1	Pointing the Keyword Tool at a Specific Page	
  5.2	Ad Preview Tool	
  5.3	Traffic Estimator	
  5.4	Reports	
  5.5	Ads Diagnostic Tool	
  5.6	AdWords Editor	
  
6	EXPANDING TO THE CONTENT NETWORK	
  6.1	Placement Targeted Ads	
  6.2	CPM Versus CPC	
  6.3	Targeting Demographics	
  6.4	The ValueTrack Tag	
  6.5	Tracking Placement Impressions	
  
7	OTHER TOPICS OF INTEREST	
  7.1	Setting Position Preference	
  7.2	Click Fraud	
    7.2.1	How Does Google Detect Invalid Clicks?	
    
8	CONCLUSION

Resources

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 - Advanced ] -
Description - Outcomes -