Reviews | 125 Learners Course Agenda
Pay Per Click (PPC) is an internet advertising system meant to direct online traffic to particular websites where the advertiser pays the publisher a certain price when an ad is clicked. PPC course will kick start with a focus on Google AdWords, Facebook ads, Bing Advertisement, Google Analytics, Google Tag Manager.


: Project-based Training Program
: Students/Working Professionals/Entrepreneurs
Delivery method(s)
: Instructor-led Classroom/Online Training
: 50 Hrs.
: English




  • About the course
  • Course Curriculum
  • Assessment
  • Hands-On (Lab Practice)
  • F&Q's

About the course

Pay Per Click (PPC) is an internet advertising system meant to direct online traffic to particular websites where the advertiser pays the publisher a certain price when an ad is clicked. PPC course will kick start with a focus on Google AdWords, Facebook ads, Bing Advertisement, Google Analytics, Google Tag Manager. You will learn the concept of online business models and advertising strategies with detailed and presentation led sessions covering basics to advanced concepts of different digital marketing channel.

Course objectives

At the completion of this course, attendees will be able to;

  1. Understand the Concept of Online Business, Websites and Online Advertising
  2. Understand Search Engine Marketing and Social Media Marketing
  3. Use Google AdWords, Bing Ads, Facebook and Analytics
  4. Apply different business goals and most relevant campaigns types for them
  5. Research and Analysis before setting up the right campaign type
  6. Understand Platform Specific Options, Tools and learning to use them effectively
  7. Understand user behavior and optimizing landing page experience
  8. Set up tracking, reporting, and learning to optimize and monitor campaign effectively
  9. Understand Small to big performance hacks and client communication
  10. Setup and market your own profile online and how to establish yourself as expert?

Who can do this course?

Training program is primarily going to help all those readers who are into advertising and specifically those who aspire to make a career in Internet Marketing (Students / Jobseekers), Entrepreneurs, and Working Professionals.


Anyone who wants to learn how to grow business online should have a basic knowledge of website & Internet. Also, understanding of the fundamental concepts of marketing, advertising, and analyzing product and audience will help you to understand the advance concept of PPC.

Introduction to Pay per Click Marketing

  1. Understanding Search Engine Advertising
  2. Entities Involved in PPC Advertising
  3. Workflow of a PPC Ad
  4. History of PPC
  5. Properties of a Compelling PPC Ad
  6. General Formula for Calculating PPC
  7. Advantages of PPC
  8. Introduction to Google AdWords

Introduction to Google AdWords

  1. Understanding Google AdWords
  2. Create a website for your ads
  3. Create an AdWords account: How to sign up
  4. Setting up currency and time zone
  5. AdWords Hierarchical Structure
  6. Submit billing information
  7. Understanding your billing options
  8. Type of AdWords Account
  9. AdWords Account Creation
  10. AdWords Account Access Level & Difference
  11. Google AdWords Dashboard
  12. About campaign settings

PPC Terminology

  1. Start with PPC technical terms

Google Networks

  1. Google Search Network & Search Partner
  2. Google Display Network
  3. YouTube
  4. Campaign & Ad type
  5. Targeting Methods
  6. Where your ads will appear
  7. How costs are calculated in AdWords

Get familiar with account

  1. Navigating your AdWords account
  2. The Home tab
  3. The Campaigns tab
  4. The Tools tab
  5. Your Billing page
  6. About account settings
  7. The Opportunities tab
  8. The Display Network tab

Start with First Campaign

  1. Understanding the campaign objective
  2. Campaign Setup

Detail Explanation

  1. Understanding different targeting methods: Device, Location, language
  2. Bidding & Budget
  3. Ad Extension
  4. Campaign Advance Setting
  5. Ad Delivery method, Ad Scheduling & Ad Rotation

Bid Strategy

  1. Manual & Automated bid Strategies
  2. Target search page location
  3. Target CPA
  4. Target ROAS
  5. Target outranking share
  6. Maximize clicks
  7. Enhanced CPC

Ad extensions

  1. Location
  2. Sitelinks
  3. Call
  4. App
  5. Reviews
  6. Callouts
  7. Structured snippets
  8. Price Extension

Ad Groups: Organize your account

  1. Create a new ad group
  2. How ad groups work
  3. Understanding your ad group status

Introduction to Keywords

  1. Type of Keywords w/ example
  2. Keyword Research
  3. Quality Score
  4. Ad rank
  5. Actual CPC Calculation
  6. Keyword Bidding
  7. Keyword Planner Tool
  8. Traffic Estimator
  9. Negative Keywords
  10. Cross triggering

Introduction to Ad Text

  1. Creation of Adcopy
  2. Type of Ad Copy
  3. Ad Preview & Diagnosis Tool
  4. Dynamic Keyword Insertion
  5. Expanded Ad Text
  6. Diagnose Tool
  7. Search Query Report
  8. Google Ads Policies

Landing page

  1. Use of landing pages
  2. Types of Landing Pages
  3. Elements of an Effective Landing Page
  4. Testing the Landing Page
  5. Google AdWords Landing Page Policy
  6. A/B Testing
  7. Landing page performance

Conversion Tracking

  1. Understanding Campaign Objective
  2. Type of conversions
  3. Setup Conversion Tracking
  4. Conversion source
  5. Conversion windows
  6. Attribution model
  7. Conversion tracking tag
  8. Tag Manager Configuration
  9. Import Google Analytics Goals
  10. Import Offline Conversions
  11. Tracking Calls in AdWords & through 3rd party tools

Introduction to Shopping Ads/ Product Listing Ads

  1. Benefits & Enhancements of PLA
  2. Google Merchant Center
  3. How to link GMC & AdWords?
  4. Google Shopping Policies
  5. Products Feed Specification & Attributes
  6. Create Shopping Ads
  7. Targeting Method
  8. How to Refresh the Product Feed?
  9. Advance Setting
  10. Tips & Optimization

Introduction to Dynamic Search Ads

  1. What is DSA
  2. How it is different from search ads
  3. When & Why to use DSA
  4. Create DSA Campaign
  5. DSA Targeting Method
  6. Bidding & Advance setting
  7. Structure & Optimization

Display Network

  1. Creation of Display Network
  2. Display Planner (Placement Tool & Contextual Tool)
  3. Bidding Options
  4. Display Campaign Optimizer
  5. Conversion Optimizer
  6. Target and bid

Targeting Tools

  1. Contextual Targeting
  2. Placement Targeting
  3. Remarketing
  4. Interest Categories
  5. Topic Targeting
  6. Geographic and Language Targeting
  7. Demographic Targeting
  8. Other Tools
  9. Combined Targets
  10. Exclusions

Display Campaign Reporting

  1. Keyword-Level Performance
  2. Placement Performance
  3. Reach and Frequency
  4. Campaign Insights
  5. View-Through Conversions


  1. Introduction to cookies

Remarketing Campaign

  1. Standard remarketing
  2. Dynamic remarketing
  3. Remarketing for mobile apps
  4. Video remarketing
  5. Email-list remarketing

RLSA (Remarketing List for Search Ads)

  1. Introduction to RLSA

Optimizing Remarketing Campaign

  1. Optimizing Remarketing Campaign

Video Ads/ YouTube Ads

  1. Understanding video campaigns
  2. Linking YouTube channels to an AdWords account
  3. Create a True View video campaign
  4. Targeting your video ads
  5. Measuring your video ads' performance
  6. optimizing your video campaign
  7. Billing

Google AdWords Express

  1. What is AdWords Express?
  2. Compare AdWords Express and AdWords
  3. Set up and manage account
  4. Create account and manage settings
  5. Business information
  6. Ad text and headline
  7. Ad audience and search phrases
  8. Your budget and costs
  9. View and improve results
  10. Call reporting

My Client Center

  1. What is MCC & Why use a manager account
  2. How to create a manager account?
  3. How to link and unlink to an AdWords account or other manager account
  4. Inviting users to your account
  5. Managing account access levels
  6. Managing your account structure
  7. Creating an optional login AdWords account

Project and Campaign Tips

  1. Data Analysis (Live Project)
  2. Campaign Optimization Tips


  1. Segment
  2. Dimension
  3. Ad Extension
  4. Filters
  5. Customize Column

Microsoft Excel

  1. Formula for Analysis
  2. Pivot Table
  3. H & V-lookup
  4. Change History
  5. Shared library
  6. Bulk operations
  7. Reports and uploads
  8. Labels

AdWords Editor

  1. Interface
  2. Type list
  3. Pop-out windows
  4. Management and navigation
  5. More powerful accounts manager
  6. Open multiple accounts
  7. Multi-select items
  8. Tools and features
  9. Make multiple changes
  10. Undo and redo multiple changes
  11. Smarter search
  12. Keyboard shortcuts
  13. Shared Library

Advance AdWords & Reporting

  1. Automate Rule
  2. Bidding Strategies
  3. Attributes
  4. Performance
  5. Conversions
  6. Call details
  7. Competitive metrics
  8. Search Funnels
  9. Introduction to AdWords API
  10. AdWords Script

Google AdWords Certification

  1. Google AdWords Certification Prep Questions
  2. Interview Question

Getting started with Bing Ads

  1. Introduction to campaigns, ad groups and importing campaigns
  2. Bidding and traffic estimation
  3. Writing an effective ad
  4. Choosing keywords
  5. Bing Ads policies

Bing Ads Features

  1. Ad extensions and Product Ads
  2. Introducing dynamic text
  3. Bing Ads targeting
  4. Keyword match options
  5. Campaign exclusions
  6. Unified Device Targeting
  7. Remarketing
  8. Bing Shopping and Product Ads
  9. Automated Rules

Bing Campaign optimization

  1. Campaign optimization
  2. Create a quality ad experience and find your ad
  3. Click quality
  4. Bing Ads reports
  5. Bing Ads Intelligence Tool
  6. Universal Event Tracking

Bing Ads Editor and Billing

  1. Introduction to Bing Ads Editor
  2. Setting Budgeting and billing

Getting started with Facebook Ads

  1. Introduction to Facebook Ads
  2. Best Practices
  3. Facebook Pages
  4. Purchasing Ads
  5. Managing Your Ads
  6. Advertising Objectives
  7. Targeting
  8. Campaign Optimization
  9. Reporting and Measurement
  10. Additional Insights

Getting Started with Google Analytics

  1. Traffic Sources
  2. Content
  3. Visitors
  4. Goals & Ecommerce
  5. Actionable Insights
  6. Configuration and Administration
  7. Google Analytics Account Hierarchy

How Google Analytics Tracking Code Works

  1. Cleaning Up Your Data
  2. Measuring Conversion
  3. Measuring Traffic
  4. Measuring Content
  5. Measuring Visitors
  6. Managing Cookies and Tracking
  7. Conversion Optimization
  8. Extracting Data

Best Practices

  1. Marketing and Advertising
  2. Engagement
  3. Conversion
  4. Content Experiments
  5. Sharing with the Organization
  6. Google Analytics Limitations
  7. Google Analytics Advance Setting

Google Tag Manager

  1. Container, Tags, triggers, variables, and the data layer
  2. Measurement plan
  3. Tag Implementation
  4. Set up AdWords conversion tracking
  5. Set up Dynamic Remarketing
  6. Set up a GA Property variable
  7. Setup Goal, event, cross-domain tracking


  1. Table Formatting
  2. Macros
  3. Text to Columns
  4. Pivot Tables
  5. Importance of Pivot Table
  6. Excel Formulas
  7. Percentage calculation
  8. ALT+
  9. Copy the formula
  10. Freeze the top rows of the spreadsheet
  11. Function VLOOKUP
  12. Use of Concatenate, Find and Replace
  13. Do not forget using IFERROR
  14. Budget Pacing with the NETWORKDAYS Function
  15. Count Ad Characters Using the LEN Function
  16. Len and formulas of word count
  17. Clean Up your Ad Copy with TRIM & PROPER
  18. Create Modified Broad Match Keywords

Special Sessions

  1. Doubt Sessions
  2. Query & Reserve Day

Mock-up Tests and Assignments

Dot Net Tricks’ mock-up tests and assignments help the professionals to work on real-world projects and to get an edge in their careers and make their lives better. This training program includes mock-up tests and assignments. Each mockup test includes 20 multiple choice questions.

Mockup-Tests objectives

  1. Help you to monitor your learning progress
  2. Help you to evaluate yourself.
  3. Help you to crack your technical interview first round with objective questions.

Assignments objectives

  1. Gain confidence to work on PPC/Google AdWords project with latest updates.
  2. Help you to evaluate your paid marketing skills.
  3. Prepare yourself for real-application development.

Project : Online Shopping Site

Desciption: During the PPC course, a participant will implement three live projects. These three projects are the most important part of the PPC Course and it is through these projects, that you would be building your capabilities in Pay-Per-Click Marketing.

First two projects are completed along with the classroom sessions. As said before these projects will be used to apply and to experiment with all the learning that has been acquired during the classroom sessions and that of the self-paced study..

  1. This is a LIVE PPC Campaign
  2. Talking to the client to get the specifics for the SEM Campaign
  3. Creating the brief
  4. Planning for execution of SEM Campaign for the SEM Campaign Brief.
    1. Search Marketing Plan
    2. Communication Plan
    3. Tracking and Reporting Plan
  5. Executing the plan.
  6. Review the Implementation of the PPC Campaign
  7. Presentation to the client.
  8. A budget of min Rs. 2000 to Max. 10000 is allocated.

Frequently Asked Questions

Q1. Do you provide any course material?

Yes we do. All relevant course material and exercises you will be get through our mentors.

Q2. Do you provide any class video?

Yes we do. You will get the recorded sessions of your own online training classes, so that you can revise your class when you want.

Q3. What If I miss my online training class?

All online training classes are recorded. You will get the recorded sessions so that you can watch the online classes when you want. Also, you can join other class to do your missing classes.

Q4. What If I miss my classroom training class?

You can join other on going classroom batch classes to do your missing classes.

Q5. Do you prepare me for the job interview?

Yes, we do. We will discuss all possible technical interview questions and answers during the training program so that you can prepare yourself for interview.

Q6. Do you provide hands-on real application development?

Yes, we do provide you to do hands-on real application development.

Q7. Whom do I contact, if I have more queries?

You can give us a CALL at +91 113 303 4100 OR email us at enquiry@dotnettricks.com


+91 11 330 34100


Sat, Sun Mode - (offline)

09:00 AM-10:30 AM IST (GMT +5:30)


Piyush Srivastava
Google AdWords, Google Analytics & Bing Ads Certified Consultant

Working as Analyst Digital Marketing & Professional Trainer. Experience of managing paid search accounts for big brands & small enterprise clients across the United States, Canada, Europe & Asia in AdWords, Bing, LinkedIn, and Facebook.

He enjoy to train people in Google Analytics & AdWords and helping them to understand how to create and manage a successful campaign. He provides training, seminars and works one-on-one with business users and digital marketers to get the most out of their data.

Follow him on :

Professional Speaks