Course Overview

Pay per click (PPC) advertising is an advertising system where the advertiseronly pays for each click on their advert. Hence, pay per click.While the term is most often used to refer to the advertising system offered by search engines, such as Google, Bing and Yahoo!, PPC adverts are also run on

content sites and social networks.

PPC advertising continues to evolve, and formats available range from simple

text adverts through to Flash banners and even video adverts. PPC advertising

revolutionised the online advertising industry, and today, PPC advertising

generates 99% of Google’s revenue. Google reported revenues of $8.44 billion

for the quarter ended December 31, 2010, an increase of 26% compared to the

fourth quarter of 2009. PPC is big business!

In this chapter, we’ll focus on PPC advertising on search engines and social


PPC adverts on search engines are easy to spot – they’re the results listed as

“sponsored links”. They can appear on the top of the results page, usually in a

box, and also on the right hand side of the results page.

Figure 12.1 PPC adverts appearing in a search for viral marketing.

PPC advertising on search engines is keyword based – this means that it is

based on the search term that a user enters into a search engine. A search

term can have one word, or be made up of many words. Sometimes a multiword

search term is referred to as a “key phrase” or “keyword phrase”.

Advertisers target


What will I learn

  • An introduction to pay per click advertising is followed

    by a look at the different types; search content and social network. Learn about

    the ideal use of text, images and keywords across these PPC types and how to

    properly target the people you are intending to reach. A practical guide will get

    you started on managing your own PPC campaigns and utilising demographic

    and behavioural targeting as well as tracking on your campaigns.


What will we cover?

  • PPC how it works

  • Type of adverts

  • Targeting Adverts

  • Behavioural and demographic targeting

  • Define your goals

  • Conversion Rates and Clickthrough Rates

  • Tracking and landing pages

  • Planning and Setting up a Search PPC Campaign

  • Budget, Cost per Action (CPA) and targets

  • Which platform should I choose?

  • Tools of the trade


Date, Location and Price


PPC can help to give your brand immediate search engine presence

PPC provides an excellent resource to research keyword volumes and

conversion success. The knowledge can then be used to improve the SEO of a

site, as you will already know the relevance of these keywords to your intended

audience. In turn, improved SEO rankings and social media interactions can

help to reduce the CPC of your PPC campaign, and together with your PPC

campaign, can see improved CTRs throughout.

for your offline campaigns, when these might not yet be highly ranked

in the natural search results. PPC advertising can also be used together with

online reputation management. If a company is unable to combat negative

search results through the natural rankings, they are always able to bid for

PPC adverts that can present their view.


About our Tutor

Sal worked in top of the range hotel chains across the globe and he has been successfully investing in property in the last 10 years, with a portfolio that spans major European cities including London, Paris and Barcelona.

Over the last two years, he has focused on building a business using Airbnb. In this course, he shares his expert tips and strategies learned along the way to save you time and avoid the costly mistakes of learning by trial and error.


Who should attend

If you’re considering running an Airbnb business, or if you’ve already done so but not satisfied with your results, this course is must. This systematic guide to both the common pitfalls and the winning strategies for Airbnb hosts, taught by an expert in the field is invaluable.


What to bring

Anything you can collect regarding your planned or current Airbnb listing. Please bring along your own laptop and charger. WiFi access is available to all attendees. Spare computers will not be available on the day – so it’s essential you bring your own computer.