Ch 7: Paid Search (PPC) in Marketing

About This Chapter

Study this chapter's lessons to learn about paid search (PPC) in marketing. Take a look at online marketing pros and cons of PPC, and how to set up campaigns using AdWords.

Paid Search (PPC) in Marketing - Chapter Summary

This chapter contains information about paid search (PPC) in marketing. Get familiar with how to market your products by using pay per click and AdWords. Other topics discussed in these lessons include:

  • The definition and strategy for using pay per click (PPC) advertising
  • How to create quality ads for PPC
  • Understanding PPC, Ad Rank, and quality score
  • Assigning metrics to understand the performance of PPC

These text lessons include their own short quizzes to check how well you understood the lesson material presented. Since lessons are short, it is easy to log in whenever your have a few minutes and complete a couple of lessons. You can track your progress on your dashboard. There is a test at the end of the chapter to make sure you comprehend and remember the most important information. Additionally, one of our most popular features allows you to submit any questions you have directly to one of our experts.

7 Lessons in Chapter 7: Paid Search (PPC) in Marketing
Test your knowledge with a 30-question chapter practice test
Pay Per Click (PPC) Advertising: Definition & Strategy

1. Pay Per Click (PPC) Advertising: Definition & Strategy

This lesson will explore the pay-per-click (PPC) model of advertising, in which advertisers pay website owners when their ads are clicked. We'll also discuss ways to implement this strategy in a digital marketing plan.

The Pros & Cons of PPC for Online Marketing

2. The Pros & Cons of PPC for Online Marketing

Pay-Per-Click is another tool in the marketer's toolbox. In this lesson, you'll learn about this online method of advertising and some of the pros and cons of using it in your marketing plan.

Using PPC & AdWords for Marketing

3. Using PPC & AdWords for Marketing

Marketers have many tools at their disposal for reaching their target audiences. In this lesson, you'll learn about Pay-Per-Click (PPC) advertising, and how Adwords can be used to earn clicks and customers.

Setting up AdWords Campaigns

4. Setting up AdWords Campaigns

AdWords is a useful tool in driving strong ROI (return on investment) for marketing campaigns. It is also a free-to-use, web-based software that is very user friendly. In this lesson, learn how to set up your own AdWords campaign and get started in the world of search engine marketing.

Creating Quality Ads for PPC

5. Creating Quality Ads for PPC

Pay-Per-Click advertising can be an effective way to reach your target audience. In this lesson, you'll learn how to craft a high-quality, compelling ad.

Understanding Ad Rank, PPC & Quality Score

6. Understanding Ad Rank, PPC & Quality Score

Google uses several tools in the Pay-Per-Click process to determine how your ad is ranked. In this lesson, you'll learn about quality scores and PPC bids and how they determine where your ad is placed.

Metrics for Understanding PPC Performance

7. Metrics for Understanding PPC Performance

Pay-Per-Click ads can be a valuable marketing investment, but you must consider metrics to track their effectiveness. In this lesson, you'll learn more about choosing PPC metrics and how to interpret them to improve your campaign.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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