How to master paid advertising with a PPC Training Course
A PPC training course can be a useful way of increasing your knowledge and awareness around paid advertising – and often provides you with a certification to prove it. This means that you’ll have a better understanding of how to apply PPC to your company in order to make paid advertising work for you.
While SEO remains a fundamental aspect of generating organic traffic to your site, more and more digital platforms are experimenting with paid advertising in order to increase ROI through higher conversion rates.
What will you learn in a PPC training course
By undergoing a PPC training course, you can learn more about Google Ads, Bing Ads and paid social, as well as how to make the most of your spending budget and implement an effective strategy into your company’s ad campaigns.
Alongside acquiring technical skills, it’s important to understand the role of PPC in the search marketing landscape so that you develop campaigns that increase high quality clicks and raise Quality Scores. You’ll meet these metrics through increased CTRs and continuous testing to ensure that you’re performing in line with your profit goals.
Reputable PPC training courses will also cover ROI modelling, how to restructure your campaign using AI in order to keep up with the rapidly evolving digital market, and effective conversion and attribution setup.
And finally, you’ll learn how to develop a bid management strategy to maximise high quality visitors and to minimise costs. By identifying, measuring and acting upon the KPIs (key performance indicators), you can set realistic targets, gauge progress through milestone accomplishments, and provide insights that have a positive impact on marketing decisions more generally.
Google Ads, being the UK’s number paid advertising platform, and stemming from Google’s status as the number one search engine worldwide, it’s important that you understand the central role that Google Ads plays in paid advertising more generally.
Through a comprehensive PPC training course, you’ll better understand how AI impacts bidding strategies through automated bidding. Not only will this reduce time spent on keyword search, but it’ll allow you to optimise your budget by responding to actual search queries using auction-time technology.
You’ll also learn how to use AI to optimise your ad copy and how to collaborate with agencies and expand campaign reach through Performance Max and Google Shopping.
PPC Courses available online
Online you can find a range of free or paid PPC training courses. Choosing which one is right for you depends on your ad budget, your learning style, and your already existing understanding of PPC.
1. Digital Marketing Institute
If you’re more of a visual learner, this resource could be a great tool to help you become more proficient in PPC. On their website the Digital Marketing Institute has a range of 1-8 minute videos that explain a range of topics to do with PPC – or even an almost 20 minute video if you find you need to brush up on your “Paid Search KPIs and Conversion Tracking.”
From explaining the difference between “Paid Versus Organic Search” to “Budget Management” and paid search “Basic Principles”, these free micro lessons allow you to briefly dive into various aspects of PPC to determine where your knowledge gaps might be.
As well as the accessible videos, Digital Marketing Institute also provides full courses which include interactive learning, toolkits, study notes, practical exercises, quizzes, and exam preparation tools.
2. SEMrush PPC Fundamentals Course
(Source: Semrush)
If you’re relatively new to the world of PPC and you’re just looking to get to grips with the basics with a look towards creating effective ad campaigns, SEMrush PPC Fundamentals could be a great place for you to start.
This course covers what pay-per-click is, provides an overview of PPC platforms and channels, and explains PPC strategy. You’ll also learn about sales funnels, the decision making funnel and how to establish conversions along your funnel – all integral parts of the lead generation process.
3. Microsoft Advertising Certification
Microsoft proves itself as more than just Word docs and Excel spreadsheets with its Microsoft’s Advertising Learning Lab. This online space offers several certifications designed around Microsoft Ads (formerly Bing Ads) to teach you about all the essentials from Advertising Fundamentals to Keywords and Match Types.
Focused on the Microsoft Ads platform, this course explains ad structure, targeting and bid adjustments which you can go through at your own pace – although it’s estimated it takes about five hours.
With 21 modules and a certifying exam at the end, this course is great for anyone looking to gain insight into the MIcrosoft Audience Network, build their knowledge of shopping advertisement, and develop a better understanding of the programmatic advertising ecosystem.
4. Meta Blueprint Courses
Social media PPC has proven successful for many companies looking to generate impressions for specific audience demographics. If you’re looking to expanding your PPC knowledge to include Paid Social, then you’re on the right tracks with Meta Blueprint Courses, run by the leading social media giant behind Facebook, Instagram and Whatsapp.
Meta’s courses can help you decide on your target audience, learn how to map your customer journey and how to engage with people on social media in order to build a bigger audience. Meta’s ad tools will teach you how to create a realistic PPC budget and determine which ad objective is most suitable for your company.
5. Wordstream’s PPC University
Finishing off with yet another free PPC training course, Wordstream’s PPC university offers an introduction to the fundamentals of paid advertising with the opportunity to graduate to advanced PPC.
The first stage of course will teach you PPC key terms such as CTR, CPC and CPA, how to set up a Google Ads account, and how to identify the best account structure. Following on from the basics, you’ll learn how to write great ad copy and enhance your ads with extensions, build call-only campaigns, and improve landing page quality, as well as much more!
Is a PPC training course worth it?
Paid advertising is growing in popularity, and now more than half of PPC visitors are likely to purchase your product or service than organic visitors. If you’re serious about a successful PPC campaign and boosting your business’s visibility as well as site conversions, it’s important to have at least a basic understanding of PPC.
Not sure which course could be right for you? Feel free to get in touch with us here at Embryo.
