Yesterday was the culmination of the first ever formal PPC training I conducted. For 2 Saturday afternoons, the training covered the introduction to PPC campaign management.
On the first session, we covered the elements of a PPc campaign. The trainess where shown the process of setting up a PPC campaign starting with keyword research and competitor analysis down to the creation of ad copies. The subjects discussed included landing page copywriting as well as checking relevance of keyowrds and ad copies.
On the second session, we discussed how to setup tracking URLs especially with non-Google Adwords campaigns, that would be tracked in Google Analytics. This time we covered the essence of conversion tracking and optimization. The trainees were taught how to optimize campaigns and what to look for in an existing campagin. They were the taught how to setup goals in google Analytics as well as setting up custom reports and advanced segments using both the old and new Google Analytics.