Overview
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Learn how to design, execute, and measure an effective multi-channel PPC strategy for lead generation.
Syllabus
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Introduction
- Introduction to developing a multichannel PPC strategy
- Defining goals for your lead generation PPC strategy
- Defining a target market for your lead generation PPC strategy
- Performing a competitive review to build your PPC strategy
- Audience resources and data for lead generation
- Begin building PPC audiences
- Content inventory to build your funnel
- Lead generation tracking: Conversions and microconversions
- Identifying the value of top-of-funnel campaigns
- Comparing PPC platforms: Targeting options
- Comparing PPC platforms: Ad features
- PPC strategy: Lead generation for local businesses
- PPC strategy: Lead generation for international businesses
- PPC strategy: Lead generation for national businesses
- Using audiences to align channels for lead generation
- Quantifying view-through conversion value
- Estimating and projecting PPC performance
- Determining minimum viable PPC budgets per channel
- Strategically allocating PPC budget
- Planning a testing budget for PPC
- Learn more about PPC
