This is a self-paced online course.

Paid search advertising, also called pay-per-click (PPC), is used to pay for traffic to visit a website. In this course you'll explore search marketing, the search process, and the buying cycle. We'll discuss how to set up a successful PPC account, how to set and measure goals, and how to optimize keyword usage using a variety of strategies. You'll examine components of effective ads and landing pages, how to optimize ad targeting, and when to use search or display advertising. Then we'll delve into research and analysis considerations.