Pay-Per-Click Advertising Textbook For Higher Education Students



This Pay-Per-Click Advertising student textbook is a comprehensive resource that equips students with the knowledge and practical skills to develop and manage successful PPC campaigns. Written by industry experts with over 25 years of experience, this textbook caters to both marketing students and professionals. It covers a wide range of topics, including identifying target audiences, keyword research, platform selection, and landing page development for PPC advertisements. Students will work with various tools to collect and interpret data, learning how to optimize different campaign aspects using this valuable information.

Table of Contents

Ch 1 Introduction to PPCA
Ch 2 The Audience
Ch 3 Keywords and Ad Groups
Ch 4 Platforms
Ch 5 The Landing Page
Ch 6 Programmatic Advertising and Campaign Management
Ch 7 Analytics and Maintenance

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