Pay Per Click Campaign Development

Pay per click is an advertising model used on search engines, advertising networks, and content websites/blogs where advertisers only pay when users actually click on their ad to visit their website. Students in the Pay Per Click Campaign Development Course explore this advertising model and strategize the most productive way to integrate it into their marketing strategy. Ad networks such as Google Ad Words, Yahoo! Search Marketing, and Microsoft Ad Center are examined, and the structure of these ad networks is studied. Course topics include: pay-per-click advertising model overview, keyword strategic development, click fraud, pay-per-click metrics, and pay-per-click campaign development.

Course Outline

• Pay Per Click Advertising Model Overview
• Keyword Strategic Development
• Content Networks Sites
• Click Fraud
• Pay Per Click Engines
• Pay Per Click Metrics
• Pay Per Click Campaign Development
• Final Project Development