Optimising your Pay Per Click Campaigns - Lincolnshire Chamber of Commerce and Industry, UK

Companies often set-up their PPC campaign with little understanding of all the campaign options available, bidding strategies, or how the search engines actually decide which advertisement will get the top positions and how much they will pay.

You must have attended the Beginners PPC workshop in order to attend this advanced workshop. You will learn how to use different campaign options to target specific types of customers. In addition, the workshop will demonstrate how Google's “quality score” works, in order to show you how to optimise your campaigns and use different bidding strategies. We will also explain how to increase conversions rather than just focusing on traffic generation.

Workshop programme in detail:

• Overview of the account hierarchy
• Campaign options - Search network vs content network - How to target customers in certain locations (geo-targeting) - How to set up campaigns for targeting multiple countries/regions - Other campaign options such as scheduling - Structuring your campaigns and advertising groups
• Optimising your advertising groups and keyphrases - How you get top positions in the different PPC systems - What is Google “quality score”? - Using different match types and specific keyphrases - Writing and testing different advertising copy - Optimising your campaign
• Maximising your conversions - Using conversion tracking to monitor and optimise your PPC campaign - Making sure your website pages result in sales or enquiries - Creating “calls to action” and other factors on your landing page - Focus on keyphrases that convert browsers to customers - How to improve your conversions and test different landing pages
• Strategies to match the levels of traffic and budget - Budget too low; how to focus on the most cost effective traffic - Traffic levels too low; how to increase visibility and clicks
• Making the management process easier - Using Google Editor - PPC Reporting and Google Analytics