Paid Search (PPC)

Paid Search is also known as Pay-Per-Click (PPC) or Search Engine Marketing (SEM).  This is a keyword, image, or even a video-based digital advertising discipline that is one of the hallmarks of a well thought out Digital Marketing Strategy.
 
PPC is one of the fastest ways to increase your online visibility and deliver trackable tangible results.  This course teaches the fundamental strategies needed to start PPC campaigns from scratch.  Students will also learn the skills needed to make PPC campaigns more profitable and more efficient, effectively increasing the number of leads or sales generated and showcasing the levers required to maximize ROI.
 
Topics include keyword research and selection, A/B testing, bidding strategies and creating successful landing pages. The class also covers the fundamentals of Google Shopping, Retargeting and Display advertising using Google Ads.
 
Learning Objectives:

• Understand how to do keyword research and identify profitable keywords
• How to write killer ad copy and optimize it scientifically over time
• How to “negative out” keywords to save time and money
• Determine and implement demographic, location, and interest targeting
• Set up an effective campaign structure
• Learn how to build an effective PPC strategy
• Know how to intelligently set bids and budgets
• Create a repeatable optimization plan for any website
   

Course Number: BUSA-40947
Credit: 3.00 unit(s)
Related Certificate Programs: Digital Marketing

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9/30/2020 - 12/9/2020

$595

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• SECTION ID:

  150908

• CLASS TYPE:

  Synchronous web-based class meetings that are scheduled to meet online at published times (time/date).

• INSTRUCTOR:
  

  Chao, Caleb, Senior Search Marketing Strategist, SportRx

  Caleb Chao is the Senior Search Marketing Strategist at SportRx . He is a 10-year veteran of the internet marketing industry with agency and brand expertise in PPC/SEM, SEO, content, analytics, client management, conversion optimization and digital/business marketing strategy. Caleb is passionate about the intersection of psychology, sales, behavior, marketing, technology and economics. Caleb graduated from UC San Diego with a BA in Economics, then obtained an MBA from Point Loma Nazarene University. Caleb teaches Digital Marketing and PPC Paid Search at UCSD Extension, and is a badged Google Partner with multiple certifications in Google Analytics and Google Ads. Caleb enjoys helping students navigate their internships/careers with assessments such as MBTI and Stre...Read More

• TEXTBOOKS:

  No textbook required.

• POLICIES:

  No refunds after: 10/7/2020.
  1st no meeting date: 11/11/2020.
  2nd no meeting date: 11/25/2020.
  

• NOTE:

  Due to COVID19 virus prevention policies, this class will be offered online using Zoom Conferencing call technology instead of traditional classroom meetings. Calls are scheduled for Wednesdays from 6pm-9pm. For questions, contact MktgProgram@ucsd.edu.