Event

Monday 06 September 2010

Companies often set-up their PPC campaign with little understanding of all the campaign options available, bidding strategies, or how the search engines actually decide which ad will get the top positions and how much they will pay.

You must have attended the Beginners Pay Per Click workshop in order to attend this advanced workshop. You will learn how to use different campaign options to target specific types of customers. In addition the workshop will demonstrate how Google “quality score” works; in order to show you how to optimise your campaigns and use different bidding strategies. We will also explain how to increase conversions rather than just focussing on traffic generation.

Workshop programme in detail

• Overview of the account hierarchy
• Campaign options
- Search network vs content network
- How to target customers in certain locations (geo-targeting)
- How to set up campaigns for targeting multiple countries/regions
- Other campaign options such as scheduling
- Structuring your campaigns and ad groups
• Optimising your ad groups and keyphrases
- How you get top positions in the different PPC systems
- What is Google “quality score”
- Using different match types and specific keyphrases
- Writing and testing different ad copy
- Optimising your campaign
• Maximizing your conversions
- Using conversion tracking to monitor and optimise your PPC campaign
- Making sure your website pages result in sales or enquiries
- Creating “calls to action” and other factors on your landing page
- Focus on keyphrases that convert browsers to customers
- How to improve your conversions and test different landing pages
• Strategies to match the levels of traffic and budget
- Budget too low – how to focus on the most cost effective traffic
- Traffic levels too low - how to increase visibility and clicks
• Making the management process easier
- Using Google Editor
- PPC Reporting and Google Analytics

Who should attend?

This workshop is aimed at individuals that have attended the Beginners PPC course, and have been running their own PPC campaign for a few months. You may have set up the campaign without any external help, or want to improve the performance of the campaign.

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:

Cotgrave Place Golf Club
Stragglethorpe
Nottingham
Nottinghamshire
NG12 3HB
Tel: 0115 9333344
Fax: 0115 9334567
www.cotgraveplacegolf.co.uk

Host Company:

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