Event

Thursday 05 August 2010

For many businesses “being found” on the Internet is crucial. While there can be no substitute for your website appearing high in the “free” or “natural” search engine listings, the reality is that in practice this is difficult to achieve.

Pay per click marketing or PPC can be used to get top positions in the search engines, even when you cannot get positions in the natural results. This method of online advertising is very cost effective; as you bid on keyphrases used by your customers and only pay when the searcher actually clicks through to your site. When used correctly PPC can be a highly cost effective way of driving targeted prospective customers to your web site.

This one day workshop provides a strategic overview of what you need to know to set-up your first pay per click campaign. It will provide an introduction to developing, structuring and managing a successful and cost effective Pay per Click advertising campaign and how to make sure that when potential customers land on your site it results in an enquiry or sale.

Workshop programme in detail

• The difference between pay per click campaigns and trying to get positions in the natural search engine listings
• How pay per click works, the terminology and jargon
• The differences between the major PPC providers (Google, Yahoo and MSN)
• Setting objectives for your campaigns
• The account hierarchy and what you can change at the campaign, ad group and keyphrase level
• Setting up your campaigns & targeting (where your ads will be displayed)
• Researching the keyphrases used by your customers –
- Using the keyword tools provided by the search engines
- Understanding the different match types
• Setting up your ad group structure
- How to group your keyphrases together
- Creating effective PPC adverts
- Understand the importance of landing pages
• Setting and refining your budgets
- Using the PPC tools to estimate your budget
- Strategies to adjust your campaigns to match the levels of traffic with your available budget
• Getting your developer to add PPC tracking code and Google Analytics code to your website
• How to manage your pay per click campaign during the first few weeks
- What to look for?
- What to change?
• Consider DIY management of your campaign or outsourcing to Google Ad Words Professional or an accredited agency

Who should attend?

It will be useful for companies that have set-up their own PPC campaign without any external help or experience. You will benefit from attending this course if you do not fully understand any of the following features or concepts:

• The importance of quality score and how it influences the position you achieve and the amount you pay
• When to use content network
• The difference between different keyphrase match types
• How to set up and use conversion tracking

"Non-attendance: Demand for places on eBusiness events is extremely high. Should you fail to attend without providing at least 5 working days cancellation notice in writing, or send a substitute from your own organisation, we reserve the right to charge your company an administration fee of £50 + VAT which will be collected by the Host Organisation detailed below.

Venue:

Everyday Champions
Jessop Close
Brunel Business Park
Newark
Nottinghamshire
NG24 2AG
Tel: 0845 680 0322
View map

Host Company:

Derbyshire & Nottinghamshire Chamber
events@dncc.co.uk
Lola Yates
01332 851280