Pay Per Click for Marketers

Presented by American Marketing Association

This two-day Training Series will help you and your organization understand and execute profit maximizing techniques for pay per click (PPC) marketing within multiple online ad platforms. Whether you are new to PPC advertising or looking to build stronger skills - this seminar will guide you from the basic strategy of PPC to more advanced procedures for optimizing ROI. You’ll benefit from an interactive approach to discovering new opportunities and competitive advantages, learning how to apply best practices for successful online marketing.

Who Should Attend
This Training Series is customized for people who wish to actively and practically apply what they learn. While some content will be advanced, most will be geared towards foundational practices that quickly enable hands-on experience. Attendees may include:

• Brand/Marketing Managers
• Marketing / Creative Directors
• Web Marketers / Internet Consultants
• Website Owners / Webmasters
• Information / Product Managers
• Media Directors / Planners
• Lead Generators / Affiliates
• B2B/B2C / Nonprofits

Pay per click marketing is a marketer’s dream, especially given the level of detail employed with respect to tracking, testing and reporting. As PPC ad platforms such as Google, Yahoo/Bing and even the emerging Facebook model continue to evolve - there is an increasing number of opportunities with which equipped marketers will take advantage.

While creating a PPC account is easy, and getting ads to show on the first page of search results can be done within minutes - companies continue pouring money down the drain by failing to execute on the multiple best practices that maximize success for this kind of marketing. 

Attendees of this seminar will get a comprehensive understanding (from business strategy to conversion) of the elements that make PPC work best. For those looking to outperform their competition, maximize lead generation, increase sales or leverage new ways of conducting research - this event will prove highly engaging and valuable.

The seminar will be led by Jason Cormier, featured columnist of Search Engine Watch and Co-founder of Room 214 (a social media and search marketing agency founded in 2004) along with Ben Castelli, Agency Director at Room 214 and Google-certified Adwords specialist.

Ben and Jason will dive directly into the initial strategy and evaluation process that takes place with every PPC campaign; moving systematically through keyword selection, ad copy creation, ad grouping, landing page strategies, goal and conversion tracking. With additional attention paid to optimization strategies and the leveraging of social platforms such as Facebook, the knowledge and motivation to immediately execute on your learning is certain to increase.

Learning Objectives 
• Understanding the value of pay per click (PPC) advertising and
   why it is a critical component of your search engine marketing
   strategy
• Developing a PPC strategy that aligns with your business goals 
• Evaluating and identifying the pay per click platforms that are right
  for your business (Google, Yahoo, Bing, Facebook, YouTube)
• Effectively setting up, managing and optimizing pay per click
  campaigns in Google Adwords
• Identifying keywords that drive the most relevant traffic and
  conversions 
• Creating effective ad copy and developing a system for split testing 
• Landing page development and optimization tactics 
• Identifying the critical steps for ongoing campaign optimization,
  including bid management 
• Identifying the important metrics to track and report on
• Understanding the basics of local search and how to get local
  search visibility 
• Discovering the most common PPC mistakes which result in
  wasted budget
• Uncovering the tools and resources that help with efficiency and
  effectiveness

Cancellation Policy
Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.

About the Instructors
Jason Cormier
Ben Castelli