Digital Marketing Course

– PPC Course Outline

– Course Duration:
– 4 Weeks (with 3 classes per week, 2 hours per class)
– Week 1: Introduction to PPC and Digital Marketing

o Lesson 1: Overview of Digital Marketing
o What is digital marketing?
o Introduction to different digital marketing channels (SEO, SEM, Social Media Marketing, etc.)
o Role of PPC in digital marketing
o Advantages and disadvantages of PPC

o Lesson 2: Introduction to PPC Advertising
o What is PPC?
o Key concepts: CPC (Cost-per-Click), CTR (Click-through Rate), CPM (Cost per Thousand Impressions)
o Types of PPC ads: Search, Display, Social, and Shopping ads
o PPC platforms overview (Google Ads, Bing Ads, Facebook Ads, etc.)

– Week 2: Google Ads (Search Network)
o Lesson 3: Google Ads Overview
o Google Ads account setup
o Overview of the Google Ads interface
o Campaign structure: Campaigns, Ad Groups, and Ads
o Bidding strategies and budget management

o Lesson 4: Creating a Search Campaign
o Keyword research and selection
o Writing effective ad copy
o Setting up ad extensions
o Audience targeting and geo-targeting

– Week 3: Google Ads (Display Network)
o Lesson 5: Display Network Campaigns
o Introduction to the Display Network
o Creating visually appealing display ads
o Audience targeting on Display Network
o Remarketing strategies.

o Lesson 6: Performance Tracking & Analytics
o Introduction to Google Analytics
o Tracking conversions with Google Ads and Analytics
o Setting up tracking pixels
o Understanding PPC metrics (impressions, clicks, conversions)

o Week 4: Advanced PPC Techniques
o Lesson 7: Advanced Bidding Strategies
o Manual vs. automated bidding
o Enhanced CPC, CPA, and ROAS strategies
o Smart bidding and machine learning in PPC

o Lesson 8: A/B Testing & Ad Optimization
o Importance of A/B testing
o How to conduct A/B tests for ads
o Analyzing results and optimizing ad performance

– Week 5: Social Media Advertising (Facebook Ads, Instagram Ads)
o Lesson 9: Introduction to Social Media Advertising
o Overview of Facebook and Instagram Ads Manager
o Creating campaigns for Facebook and Instagram
o Targeting options and audience segmentation
o Setting up remarketing campaigns on social media

o Lesson 10: Optimizing Social Media Ads
o Best practices for social media ad copy and visuals
o Analyzing performance data
o Scaling successful social media campaigns

– Week 6: PPC Campaign Management & Strategies
o Lesson 11: Managing PPC Campaigns
o PPC campaign management best practices
o Daily, weekly, and monthly management routines
o Common PPC mistakes and how to avoid them

o Lesson 12: PPC Strategies for Different Industries
o E-commerce PPC strategies
o B2B PPC strategies
o Local business PPC strategies
o Case studies and real-world examples

– Final Project
o Set up a complete PPC campaign for a mock client, including keyword research, ad copywriting, and tracking setup. Students will present their campaigns and receive feedback.

– Additional Details:
o Resources: Access to tools like Google Keyword Planner, SEMrush, or Ahrefs.
o Assignments: Weekly hands-on assignments to reinforce concepts learned in class.
o Certification: Upon course completion, students will receive a certification.