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:	TBA Call (204) 984-2272 or 1-800-665-2019 to register for this or any other seminars by phone.
Cost:	FREE
Facilitator:	Susan Hurrell came to the world of online marketing after an extensive career in bricks & mortar retail, culminating as the Central/Western Regional Marketing Manager for Chapters Indigo Books. Now the Director of Online Marketing for Modern Earth Web Design, Susan sees nothing but possibilities for businesses and organizations to extend their reach and engage new clients through great web design, search engine optimization, strategically implemented social media and dynamic online marketing campaigns. Follow her on Twitter @modernsusan.
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:	Please note that we can not give out copies of any handouts unless you register and attend. 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.mb.ca/ E-Mail: manitoba@canadabusiness.mb.ca Parking Information All CMBSC seminars, listed by date: http://events.ebsc.ca/events_bydate.aspx View Larger Map

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.

Coming Soon:

Feb 13: ISSD 24 - XML

Feb 14: Web Design Level 4: XHTML Advanced

Feb 21: ISSD 23 - Web 2.0 Technology

Feb 23: Facebook for Business
Hours: 2
Cost: Free!

Feb 25: Search Engine Optimization (SEO)
Hours: 2
Cost: Free!

Feb 25: Search Engine Marketing (SEM)
Hours: 2
Cost: Free!

Feb 27: ISSD 24 - OLDB (Online Databases with MySQL and PHP)

Mar 05: ISSD 23 - Ajax

Mar 20: Web Design Level 5: DHTML Introduction

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