• The Open University
  • Target Internet delivers digital marketing training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide.

This course is part of the Search Marketing ExpertTrack

Search Marketing: Paid Search Marketing – Pay Per Click (PPC)

Learn how to use pay per click (PPC) to improve paid search traffic and drive business objectives.

Two young professionals working together doing search marketing as they sitting and smiling looking at a piece of paper front of a laptop.
  • Duration

    2 weeks
  • Weekly study

    4 hours
  • 100% online

    How it works
  • Included in an ExpertTrack

    Course 3 of 4
  • Get full ExpertTrack access

    $39/monthFind out more

Create successful paid search marketing campaigns that stand out from the rest

Known as pay per click (PPC), paid search can be a powerful channel to drive traffic to your website, alongside your work on organic search engine optimisation (SEO).

This two-week course is your practical guide to setting up, managing and measuring effective paid search campaigns and how they fit into the user journey.

Discover the fundamentals of paid search campaigns

Paid search works like an auction where you bid for your adverts to show when a specific phrase, or phrases, are searched for. On this course, you’ll learn to use key tools and gain the hands-on skills you need to set your bids, decide on the phrases that will trigger your adverts, and write them. You’ll also be able to set your target audience, bid price and overall budgets.

What’s more, you’ll discover how to measure the effectiveness of your campaigns and how you can continually improve their performance. 

Explore the benefits of paid search marketing

A key advantage of paid search is your ability to control and target it precisely. Through expert insight, you’ll discover more of the pros and cons of paid search in detail.

If you plan, write and target your adverts well, you can ensure your website is the answer to someone’s query.

Designed by digital marketing experts Target Internet and The Open University

You’ll learn with Target Internet’s CEO Daniel Rowles who is an award-winning author and the voice behind the Digital Marketing Podcast. You’ll benefit from his years of experience providing expertise to the likes of the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oréal and Warner Bros.

By the end of this course, you’ll have the skills and confidence you need to create adverts that achieve results for your business or organisation.

What topics will you cover?

  • Paid search in the user journey
  • Keyword research for paid search
  • Paid search ROI
  • PPC campaign structure and settings
  • Targeting PPC campaigns
  • Creating effective PPC ads
  • Measuring PPC success

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
  • Receive certificates validated by the educating organisation.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

Download a PDF

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Discuss how paid search works and the role of paid search in the user journey
  • Explore keyword research tools and how they can be used for PPC
  • Explain the role of campaign structure and targeting options within PPC campaigns
  • Produce effective PPC ads
  • Explore how to measure success and how to take an iterative approach to campaign improvement

Who is the course for?

This course is designed for anyone who would like to increase their awareness and understanding of search marketing. You don’t need any prior knowledge, although any work experience will help contextualise and enhance your learning.

Who will you learn with?

CEO TargetInternet.com - helping upskill the world's leading organisations in Digital Marketing & Digital Transformation.

Host of the Digital Marketing Podcast, a global top 20 business podcast.

Who developed the course?

The Open University

As the UK’s largest university, The Open University (OU) supports thousands of students to achieve their goals and ambitions via supported distance learning, helping to fit learning around professional and personal life commitments.

  • Established

    1969
  • Location

    Milton Keynes, UK
  • World ranking

    Top 510Source: Times Higher Education World University Rankings 2020

Target Internet

Target Internet delivers digital marketing training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide. As publishers of the global Digital Marketing Skills Benchmark and the Digital Marketing Podcast, they have unrivalled access to market insights and expertise.

About this ExpertTrack

Unlock the skills to use Search Engine Optimisation and Pay Per Click effectively.

Start learning today - free 7-day trial

After your free trial you can:

  • Pay $39 per month to keep learning online
  • Have complete control over your subscription; you can cancel any time
  • Work at your own pace and set your own deadlines at every stage
  • Only pay while you’re learning; the subscription will cancel automatically when you finish
  • Complete online assessments to test your knowledge and prove your skills
  • Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
  • Keep access to the content of courses you complete even after your subscription ends

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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