The curriculum for a PPC course may vary depending on the provider, but here is an example of topics that are usually covered in a PPC course :

Search psychology :

The study of people's online information searches, including their actions, motives, and thought processes, is known as search psychology. For PPC campaigns to be successful, you must have a solid understanding of search psychology. This is because it allows you to better customize your adverts to the requirements and purpose of searchers.

Some of the crucial facets of search psychology are :

• The purpose of the user (transactional, navigational, or informative)
• Selection of keywords and phrasing
• Trends and volume of searches
• User behavior (conversion, bounce, and click-through rates)
• Motivations and emotional triggers
• Processes used in determining decisions

You can produce more relevant and targeted advertisements that connect with your audience and raise conversion rates by learning about search psychology.

Buying funnel :

The buying cycle that customers go through from awareness to loyalty is called a marketing funnel. The idea of the marketing funnel, which has been around for more than a century, is to simply classify significant turning points in the purchasing process, such as awareness, thought, making choices, and loyalty

Pay-Per-Click trends :

Advertisers can place offers on particular keywords or phrases to target when their advertisements show up in search engine results thanks to pay-per-click (PPC) advertising. The advertiser's ad will show up among the top results when a user types in one of those terms or phrases. Subsequently, the advertiser incurs a price each time a user clicks on their advertisement.

Pay-Per-Click trends :

Keyword organization and match types are crucial concepts in PPC advertising. Here's a breakdown:

Keyword Organization :

• Grouping similar keywords into categories (ad groups)
• Structuring campaigns into themes or product/service categories
• Using keyword themes to organize ad copy and landing pages

Match Types :

• Exact Match: Ads show only for exact keyword searches (e.g., [buy red shoes])
• Phrase Match: Ads show for searches including the keyword phrase (e.g., "buy red shoes online")
• Broad Match: Ads show for related searches, including synonyms and variations (e.g., "red footwear purchases")
• Modified Broad Match: Ads show for searches including keyword terms, but with more flexibility than phrase match (e.g., +buy +red +shoes)
• Negative Match: Ads don't show for searches including specific keywords (e.g., -used, -sale)

Keyword research :

The process of finding and analyzing the keywords that users type into search engines with the intention of using the information for a particular purpose—often search engine optimization (SEO) or general marketing—is known as keyword research. Researching keywords may reveal which queries to focus on, how popular they are, how difficult it is for them to rank, and more.

Advanced Ads :

Using the Advanced advertising plugin for WordPress, you can optimize and control the advertising on your website. It is an effective solution for managing advertisements that can be used with any kind of ad and any network, such as media.net, Amazon, Google AdSense, and Google Ad Manager. The plugin has a ton of options for testing and optimizing advertisements, such as scheduling, content and user group targeting, and ad rotation. It also lets you automatically insert advertising without requiring code into posts and pages.

Retarget visitors :

Retargeting, also known as remarketing, is an online advertising technique that allows you to connect with past users of your app or website by showing them advertisements or sending them emails. If a prospective lead or consumer leaves your website without converting or reaching a marketing objective, retargeting gives you the chance to win them back.

Analyze click pattern :

Businesses can find opportunities for improvement in the conversion process by using click analysis. Through the examination of click patterns that result in desired actions, businesses may enhance their conversion funnels and raise conversion rates, which in turn improves their profitability.

Ad extensions :

Giving users additional context and value with ad extensions can improve the performance of PPC advertising. Ad extensions can increase click-through rates and overall ad effectiveness by drawing attention to certain features or offers or by offering more connections to pertinent web pages.

Language Targeting :

You may select the language that potential clients speak when using language targeting. Customers who use Google products (like Gmail or Search) or visit websites and applications on the Google Display Network (GDN) in the same language will see your adverts.

Audience reach :

Make sure the measure in your digital analytics reporting makes it clear whether it's the actual reach or predicted reach of the number of customers who have seen your advertising. This term, audience reach, is sometimes used interchangeably with marketing reach.

Display Nertwork :

More than 90% of Internet users worldwide* can access Display Network websites. You may use targeting with the Display Network to display your advertisements to certain audiences (e.g., "young moms" or "people shopping for a new sedan"), in specific areas (e.g., "outdoor lifestyles" or "cnn.com"), and more.

Bidding and attribution :

An attribution model can be used in a bid strategy to spread the credit for a conversion across all of the activities in a conversion funnel, rather than only concentrating on the final click. The bid strategy can determine bids by allocating credit according to the equal contribution of each biddable item to a conversion.

Campaign and ad group organization :

One or more ad groups constitute a campaign. Ad groups consist of several ads that are aimed at a similar set of keywords. This makes it easier for you to gather relevant keywords and create ads with a similar theme. The landing page you want viewers to visit after clicking is also included in each advertisement.

Quality score :

To help you in determining how well your advertisement is doing in relation to other marketers, Quality Score is a diagnostic tool.

This score is available at the keyword level and is rated on a scale of 1 to 10. In comparison to other marketers, a higher Quality Score indicates that your ad and landing page are more useful and relevant to someone looking for your term.

Using the Quality Score diagnostic tool, you may identify places where your landing pages, advertisements, or keyword selections may need to be improved.

PPC strategy :

When someone types in particular keywords or phrases into a search engine, you may pay a charge to have your website appear on the search engine result page (SERP) via pay-per-click, or PPC, advertising.

Display advertising :

Online advertisements known as "display ads" combine text, graphics, and a URL that directs viewers to a website where they may purchase or find out more information about a product. Numerous ad formats exist. These advertisements, sometimes referred to as rich media ads, can be static with only one image or dynamic with several photographs, video, or moving text. Advertising campaigns can have a variety of objectives. While some display advertising aim to inform consumers about the product, others use simple games or puzzles to draw viewers in and keep them interested. One type of display ad that is commonly utilized for awareness campaigns is the banner ad.