PPC Marketing

Develop your understanding of the core aspects of Pay Per Click Advertising (PPC) from strategy, channels, promotions, technology, trends and approach. Throughout this course you will learn how to optimise your paid search activity, use Google AdWords efficiently, manage bids and budgets, develop dynamic ad content, create meaningful reports and optimise the success of your PPC marketing with some best practice industry examples.

In this course you will:

  • Understand the fundamentals of PPC Marketing
  • Learn how Google and Bing operate their Adwords programmes
  • Learn more about advanced techniques and best practices
  • See how to implement retargeting and social media PPC
  • Understand how to create meaningful reports and assessments

Module Overview

Module 1

Introduction to PPC

During this introductory module we cover the basics of PPC terminology and how the Display network and PPC works.

Module 2

Keyword research

Understanding keywords is an important step when creating PPC ads, during this module we show you how to get started.

Module 3

Adwords and Bing ads

In this module we talk you through how to create your ads in your Adwords or Bring accounts including choosing advert options, conversion tracking and big management.

Module 4

Advanced PPC Marketing

Once your ads are in place, we can start to focus on some advanced techniques including bidding and budgeting, creating dynamic ad content and eliminating click fraud.

Module 5


Understand why retargeting is important and the seven types of effective retargeting.

Module 6

Setting objectives and selecting metrics

In this module we discuss tracking and improving your PPC performance and how to align your ads with your Google Analytics account.

Module 7

Future PPC trends

We look towards the future and the results of previous predictions made about changes.


This course is designed to take our students from beginners to advanced learners – so it’s open to everyone no matter your previous understanding.

No! Our courses are available to anyone, no matter your experience, current place of work or future goals.

Sign up for just £19.99 per month to access our other courses to continue learning in more detail.

This course takes around 5 hours in total.

Just a device with access to the internet. Our courses are video based and can be viewed on a mobile, tablet or desktop.