Paid Online Advertising

Price: $1,520

Duration: 34 hours of instruction

Starts: To be announced

Google AdWords is one of the major online advertising tools used for search engine marketing. Your ads appear when people search using Google or their search partners, so people can find your business when they search for exactly what you offer. You only pay when someone clicks your ad - when your advertising is working. AdWords allows you to target the customers or website visitors you want, while being much cheaper than other forms of advertising. AcademyX's professional and experienced trainer will show you how to conduct a successful online ad campaign in this hands-on Pay-Per-Click (PPC) training.

Prerequisites: Familiarity with the Web and Search Engines

Keywords and Match Types

  • Finding the right keywords
  • Setting up keyword hierarchies in Excel
  • Matching your keywords against broad, phrase, and exact search queries
  • Analyzing your competition's keyword choices

Campaign Management

  • Analyzing Campaign Performance
  • Managing Bidding and Budgets
  • Configuring Location, Language, and Schedule
  • Choosing the right campaign structure: geography, product type, audience target, etc.
  • Understanding campaigns vs. ad groups

Creating Ad Groups and Ads

  • Managing Adgroup settings
  • Writing compelling ads
  • Analyzing basic metrics: impressions, clicks, conversions
  • Optimizing for quality scores
  • Creating landing pages

Optimization Techniques

  • Optimizing Contextual and Placement Targeting
  • Optimizing Landing Page Quality

Beyond the Search Network

  • Planning and Creating an Ad Campaign for YouTube
  • Creating Ad Campaigns for the Google Display Network
  • Placing your ads on highly-trafficked web sites (the Display Network)
  • Increasing your reach with Doubleclick
  • Placing ads in front of your customer audience as they surf from site to site
  • Analyzing and Optimizing Display Network Campaigns


  • Basics: channels and settings
  • Creating compelling videos
  • Building your community
  • Optimizing videos for search
  • Understanding your analytics


  • Choosing the right platform: Wordpress, Drupal, Joomla
  • Integrating blogging with SEO and social media platforms
  • How to guest blog for other sites
  • How to get guest bloggers

Google Analytics

  • Implementing Google Analytics on your site
  • Setting goals, funnels, and filters
  • Generating reports
  • Analyzing audience and traffic source reports

Paid Ads and Sponsored Updates on Social Networks

  • Demographic targeting with Facebook ads
  • Targeting professionals and industries with LinkedIn ads
  • Promoting your account and tweets on Twitter

Advanced Features

  • Managing and Organizing Your AdWords Data
  • Creating Performance and Financial Reports
  • Tracking and Optimizing Conversions
  • Managing and Scaling Bidding and Budgets
  • Managing Clients with My Client Center


  • Highschool diploma or equivalent experience
  • Basic computer proficiency (ability to use a mouse, keyboard, etc)
  • Familiarity with operating systems and navigating file directories

Click here for a list of occupations related to paid online marketing.