Section 1: PPC for the Holidays
The holidays bring a much larger than normal crowd online to shop. It's important to be sure your campaign is ready for the big holiday rush, and that you're connecting with as many of those shoppers as you can. Learn how to optimize your keywords, ad copy, landing pages, and more with Brad as he takes you through the essentials of managing your paid search campaigns during the holidays.
Section 2: Landing Page Testing
How can you get more conversions from your page visits? Improve your landing pages. Brad discusses various customer search queries and which landing page styles would be most suitable for each one. Once you figure out which landing pages to use, you'll see how you can test them, analyze the results, and create even more effective landing pages.
Section 3: Maintaining Scent
"Scent" is the information trail your visitors are following when they come to your site. Mark that trail with consistent design and messaging that builds, invites, and guides, and they'll follow it through your site and all the way to checkout. Bryan provides a multitude of examples to help you understand when scent is working, and when it's not. Learn your lessons from these success stories to keep scent alive in your own marketing campaigns and lead your visitors down the conversion path.
Section 4: Paid Search Analytics
This video dives deep into the paid search analysis that you must do in order to truly understand how your campaigns are performing. Avinash picks up the story after the click leaves the search engine and helps you identify the ability of your website to convert visitors from paid search campaigns.
At the conclusion of this course, you will receive a Certificate of Completion from WKU.
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