Paid Search (PPC)

MIND2500 - Paid Search (PPC)

Micro-Course | Continuing Education Units | Estimated 4-Hour Workload

In Collaboration with Mindedge Logo
  • feature icon Professional Development
  • feature icon All Level
  • feature icon Continuing Education Units
  • feature icon Estimated 4-Hour Workload
  • feature icon Self-Paced
  • feature icon Accessible for 180 days

Description

Paid Search advertising, also called pay-per-click (PPC), is used to pay for traffic to visit a website. In this course, learners will explore search marketing, the search process, and the buying cycle. Also included is how to set up a successful PPC account, how to set and measure goals, and how to optimize keyword usage using a variety of strategies. Learners will then examine components of effective ads and landing pages, how to optimize ad targeting, and when to use search or display advertising. The course then delves into research and analysis considerations, such as report creation, improving quality score, and using A/B and multivariate ad testing. Course material is presented through the use of text, videos, games, and other engaging content.

Continuing Education Units and Credits

IACET CEUs: 0.4 | SHRM PDCs: 4

Upon successful completion, learners can download MindEdge continuing education certificates from the classroom. Learners must achieve an average test score of at least 70% to meet the minimum successful completion requirement and qualify to receive IACET CEUs. Learners will have three attempts at all graded assessments.

What You Will Learn

  • Explain the purpose of paid search (pay-per-click) advertising.
  • Define search marketing, search engine marketing (SEM), and search engine optimization (SEO).
  • Describe the search process and the search buying cycle.
  • Demonstrate how to build a PPC account, estimate conversion rates, and set measurable goals.
  • Understand and set bids.
  • Conduct an audit of a PPC account.
  • Describe different types of keyword searches,how to use keyword matching and negative keywords, and how dynamic keywords and different ad extensions are beneficial.
  • Explain how to use keyword planners and other tools.
  • Describe the benefits of paid search (pay-per-click) and the parts of an ad.
  • Relate how a marketer can segment B2B and B2C searchers.
  • Describe the difference between mobile and desktop ads and landing pages.
  • Explain how to optimize a landing page.
  • Understand the difference between search and display advertising.
  • Describe display ad formats and the importance of contextual advertising.
  • Identify components of an effective paid search report.
  • Describe the pros and cons of A/B versus multivariate testing.
  • Explain how to manage the PPC channel and why editors are useful.

Eligibility

  • Must be 18 or older

Refund Policy

You will have seven days to request a full refund after purchase. No hidden fees. All books and materials are included with purchase.

Features

Ask an Expert

Ask an Expert

Receive answers to your course questions directly from an expert in the field

Interactive Content

Interactive Content

Learn through games, flashcards, and other engaging content

Real-World Case Studies

Real-World Case Studies

Learn knowledge and best practices through relevant scenarios

Awards

Certificate of Completion

Certificate of Completion in Paid Search (PPC)

  • feature icon Professional Development
  • feature icon All Level
  • feature icon Continuing Education Units
  • feature icon Estimated 4-Hour Workload
  • feature icon Self-Paced
  • feature icon Accessible for 180 days

How to enroll?

  • 1Add course to cart
  • 2Create your account
  • 3Register for course
  • 4Make payment and submit application
  • 5Start learning
-or-
email lifelonglearning@mail.waldenu.edu for additional assistance

Who is this for

  • Small business owners
  • Digital marketing specialists and managers
  • Social media strategists and specialists
  • Product managers

Things To Know About Walden's Partnership With MindEdge

Founded by Harvard and MIT educators in 1998, MindEdge is a leading online training provider that has served more than three 3 million learners. Walden University’s School of Lifelong Learning is partnering with MindEdge to offer courses in high-demand, focused areas to help learners upskill.

Courses offered in partnership with MindEdge are designed by subject matter experts in the field and reviewed by Walden’s faculty experts to ensure content meets our educational standards and bridges critical skills gaps.

Courses are designed by subject matter experts in the field and reviewed by Walden’s faculty experts to ensure content meets our educational standards and bridges critical skills gaps. After purchasing a course, learners will access the course content in the Walden learning environment and will be supported by MindEdge’s experts and Walden’s staff. You can always contact lifelonglearning@mail.waldenu.edu for additional assistance.

You will earn a certificate of completion in your classroom after completion of each course’s required criteria. Most courses offer continuing education units (e.g., CEU, PDU, SHRM, HRCI, CFRE, ISC2). Once you have successfully completed and passed your course, you will have access to the continuing education certificate(s) offered.

You will have seven calendar days to request a full refund after your date of purchase. There are no hidden fees, and all books and materials are included with purchase. If you have any questions or would like to request a refund, contact us at lifelonglearning@mail.waldenu.edu.