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Training: Pay per Click (PPC) - London

This one-day PPC training course helps you structure and manage PPC campaigns that increase the number and quality of visitors to your website, and keep acquisition costs to a minimum.

Training: Pay per Click (PPC) - London

You will learn to:

  • Understand the role of Pay per Click in the search marketing landscape
  • Develop and implement PPC campaigns that increase high quality clicks and raise Quality Scores
  • Craft highly effective PPC ads that encourage click-throughs while continuously testing
  • Develop a bid management strategy to maximise high quality visitors and minimise costs
  • Identify, measure and act upon the KPIs  that will help you boost your PPC performance

Kelvin Newman, Director of Strategy, SiteVisibility

Kelvin is responsible for iTunes' most popular internet marketing podcast, downloaded by over half a million people. On the show he has collaborated with a number of the world’s most respected marketers including Seth Godin, Tim Ferriss, Avinash Kaushik & Jakob Nielsen.

Kelvin has delivered presentations across the UK & Europe at events like A4U, SMX London and SASCON, regularly contributes to State of Search and is heavily involved with SiteVisibility’s innovative search marketing campaigns for clients such as Hotels.com, FindaProperty, Gala Bingo & uSwitch. He also runs the hugely oversubscribed BrightonSEO conference which sold out in minutes and has written a free book on link building called Becoming a Clockwork Pirate.

Kelvin was named UK Search Personality of the Year in 2013.

Programme: (1 day course)

An introduction to PPC

  • Introduction to search marketing (basics)
  • How it works: Pay Per Click Advertising
  • The evolving search engine landscape

Keyword research

  • Keyphrase analysis: its role in search marketing
  • Keyphrase development: first steps
  • Keyphrase development: adding sophistication


  • Paid search
  • Leveraging relevance
  • Account structure
  • Basic campaign targeting

Advanced PPC marketing

  • Enhanced campaign techniques
  • Keywords and ads
  • Best practices: ads
  • Paid Search: bidding and budgeting


  • Search retargeting basics
  • The seven types of effective retargeting

Setting objectives: selecting metrics

  • Setting search marketing objectives
  • Creating meaningful reports

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