Pay Per Click Marketing

Pay Per Click Marketing
Class Name

Pay-Per-Click (PPC) Marketing

Add another channel to your online marketing mix - PPC! A subset of Search Engine Marketing, PPC enables you to drive more and better traffic to your website while easily managing budget constraints and determining ROI. It also provides a strong complement to traditional search engine optimization efforts.

If you don�t know the basics of PPC, you risk throwing your money out the window unnecessarily. Learn what it takes to create a successful campaign and how to measure success!
Week 1: Intro to Search Engine Marketing (SEM) and Pay Per Click
  • Definition of PPC and how it works
  • Why PPC is useful
  • How to decide between SEO and PPC
  • Main PPC Providers/Engines
  • Glossary
  • Keyword research
Week 2: Getting Started with PPC
  • Landing Pages
  • What is a conversion?
  • Setting up tracking code
Week 3-4: Account Set-up and Implementation (Google, Overture or FindWhat)
  • Creating an ad in excel
  • Campaign set-up
  • Overall and daily budgets
  • Tracking click throughs, conversions and budgets
  • Adwords tips for success
Week 5: Analyzing and Reporting, Getting the Most out of Your Campaign
  • Determining ROI
  • Other topics as class needs dictate
A basic understanding of search engine marketing (SEM) is required and some knowledge of search engine optimization (SEO) is recommended. Students will get the most out of the course if they have at least a minimal budget to spend in the PPC search engines, but this is by no means required and is up to the discretion of the students. The instructor and TA are both willing to approve ads and make recommendations before students activate their campaigns - this will help reduce the possibility of wasteful spending.
You must be able to submit assignments in a format that can be read on a PC as well as a Mac - PDF or HTML for example.
Class Books
No book is required
Course Price
  • Member Price: $100.00 US
  • Non-Member Price: $200.00 US
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Additional Information:
This online course is limited to 100 participants. Your place in the course is confirmed by your payment. Introductory courses are intended for students with no experience in the subject matter and are seeking beginner level training.

Refund Policy: Please read our "Terms and Refund Policy" before registering for this course.

Additional Cost: Book and software migh be required for the course. Read the Requirements and Book section for more information. Course fee does not include the book and software cost .

Start Date: Click on the Register Now button to process to the registration page. You will see the start date of the class on that page. To get the start date of other courses, click on Open Class List link on the top navigation bar.

How eClasses Work:The classroom environment is based on Lundeen & Associates Web Crossing technology, a threaded messaging system. Instructors post lectures, reading selections, and hands-on assignments once a week in the online classroom. Students can discuss the assignments with the instructor and amongst themselves in the classroom area. This format has no set meeting time, which allows students to attend class at a time most convenient to them, yet still provides logically organized communication between class participants. Students can apply for the completion certificate after finishing the class. Web Study certificate is also available. Click on the Certificates link on the top navigation bar for more information.


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  • Member Price: $100.00 US
  • Non-Member Price: $200.00 US
  • Course Duration: 5 weeks
  • CEUs: 3.0
  • Web Course No: B343
  • Course Instructor: Darlene Moore
  • Co-Instructor/TA:
  • Session Open for Registration
Before you register for this class, please read carefully the Outline, Prerequisites, Requirements, Books, and Refund Policy sections.

Instructor: Darlene Moore
Darlene MooreThere is no getting around it: Darlene has a passion for search engines. Through her own search engine optimization company in Ottawa, she is a highly sought-after advisor to companies in the United States and Canada that want to both increase their visibility within search-engine results and achieve greater success with their pay-per-click advertising campaigns. A recognized speaker and trainer on the subjects of search-engine optimization, web analytics and writing for the web, Darlene has also developed and delivered Internet marketing courses for public and private-sector clients allowing them to increase both their online effectiveness and their returns on investment.

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