Pay Per Click

On the Pay Per Click module you will learn how to create, cost-effective PPC campaigns that enable you to find and use strong keywords that will drive sales as well as click-through rates. You will learn how to set budgets for your Adwords campaigns and how to write bright, concise and eye-catching copy for your PPC adverts. winning and cost-effective digital marketing campaign.


Pay per click (PPC) is online advertising paid for by advertisers only when their ad is clicked. Ads can be placed on search engine results, affiliates or individual websites. Search engine advertisers usually bid on keyword phrases related to their product and their target market. Content websites usually work on a fixed price per click rather than using a bidding system.

Cost per click (CPC) is the sum an advertiser pays to search engines and other online publishers each time someone clicks on their advertisement. The ad directs one visitor per click to the advertiser's page. CPC varies according to the search engine used and the level of competition for a particular keyword.

Websites employing PPC ads will display an advertisement when a keyword query matches the advertiser's keyword list, or when a content site displays relevant content. These advertisements are called 'sponsored links' or 'sponsored ads'. They appear adjacent to or above organic results on search engine results pages o,r on a content site, anywhere theweb developer chooses.

The three largest network PPC providers are, Google AdWords, Yahoo! Search Marketing and Microsoft adCenter. All three operate under a bid-based model.

Pay per Click (PPC) advertising campaigns allow the advertiser to maximise their company's visibility on key search engines such as Google, Yahoo, and Bing.

Students will learn on this module how an effective PPC strategy is developed to achieve demonstrable return-on-investment (ROI). The module takes students through the essentials of planning and managing PPC campaigns.

Topics covered include:

   •  Digital Marketing Strategies

   •  Aligning Internet with Business Objectives

   •  Ample great Case Studies

   •  Internet User Behaviour and how users Navigate

   •  How to develop a Digital Plan