PPCA TM MOCKUP COLLAGE. Pay-Per-Click Advertising Textbook | Mujo Learning Systems

Pay-Per-Click Advertising Textbook & Courseware for Higher Education

Additional information

Book Format

Electronic – Vital Source, Soft Copy Printed
Discipline

Digital Marketing
Textbook Edition

For Post-Secondary Instructors, For Post-Secondary Students
Subject

General Digital Marketing, Paid Advertising

About Student Textbook

Mujo’s Pay-Per-Click Advertising textbook for university and college students 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 30+ 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.

Learn more about our PPC Advertising curriculum for University & College students

About Instructor Manual

Teach paid advertising the way it is run in agencies and in-house marketing teams today. This Teacher Manual is your complete instructional companion to the Pay-Per-Click Advertising student textbook, providing a professionally developed higher education curriculum that is ready to use from the first day of class.

Mujo’s Pay-Per-Click Advertising textbook takes higher education students into truly understanding the 21st century phenomenon of online advertising. Advertising online has changed the way we get informed, research, and purchase goods and services. All businesses know the importance of being a part of this online network, and as such, need people who know how to use the online advertising channels to their best advantage. The Teacher Manual gives instructors everything they need to deliver that knowledge with confidence, whether or not they come from a paid media background.

The textbook 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.

The Teacher Manual provides full instructional support across every unit, including:

  • Minute-by-minute lesson plans structured around each chapter for organized, efficient course delivery
  • Assignments and activities grounded in real PPC platforms and live campaign scenarios
  • Quizzes and exams with answer keys, ready to distribute
  • Discussion questions and brainstorming activities that challenge students to think strategically about targeting, bidding, and optimization
  • Supplemental materials including links to current platform examples and industry resources

With this manual guiding your instruction, students will:

  • Become well-versed in how to use the most popular PPC platforms and how to best utilize the features and advertising offered by each one
  • Gain job-ready skills to reach a target audience and achieve online advertising goals for the company that hires them
  • Develop the skills and knowledge to create and maintain an optimized and efficient PPC campaign and understand the important role that PPCA plays within a broader digital marketing strategy
  • Work with real tools to collect and interpret data, learning how to optimize different campaign aspects using that information

How to Order

When you adopt Pay-Per-Click Advertising as your course textbook, you will receive complimentary instructor manuals and teaching resources, including slides, quizzes, and more, designed to seamlessly integrate with your curriculum. Each student in your class is required to purchase the accompanying student textbook.

Learn more about our Teacher Resource Cloud for University & College Instructors

Table of Contents

Ch 1 Introduction to PPC Advertising
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

Learning Outcomes are available upon request

Fulfillment Details

Fulfillment Details:

  1. Electronic Books: Our e-books are always up to date. You will receive the latest VitalSource code for redeeming your electronic book(s) at www.vitalsource.com. Detailed instructions on how to redeem your code can be found here.
  2. Printed Books Option: If you want soft cover printed copies, they are available for an additional cost. Each book costs $199.00, plus shipping fees. To request printed copies, please mention this during your checkout process. We will then update your invoice to reflect this request and send the updated invoice to you.

Important Instructions for Instructors:

  1. Licensing Requirement: It’s essential that each student in your class purchases the accompanying student textbook. Compliance with our licensing agreement requires this.
  2. How to Order: When you adopt Pay-Per-Click Advertising as your course textbook, you’ll receive complimentary instructor manuals and teaching resources, including slides, quizzes, and more, designed to seamlessly integrate with your curriculum. To get started, connect with your local Mujo representative, email us at admin@mujo.com, call 1-888-536-6856, or complete our online purchase order form. A dedicated team member will respond within one business day to assist you.

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