Paid Search Marketing (PPC)
This is an on-demand course that you can start anytime. Once you register, you will be enrolled in the course within 3 business days.
Master pay-per-click advertising that delivers measurable ROI.
Accelerate your paid search advertising expertise with this comprehensive online PPC marketing course designed to rapidly advance your digital advertising capabilities and earn valuable certification credentials.
Master essential paid search marketing fundamentals, advertising strategy development, and PPC campaign optimization techniques. You'll develop expertise in reporting, data visualization, and results presentation that demonstrates measurable campaign performance and business impact.
This career-focused certification combines accessible learning with practical application through expertly crafted video modules, real-world case studies, and immediately applicable toolkits. The integrated approach ensures rapid skill development while building confidence in managing complex paid advertising campaigns.
Upon completion, you'll possess comprehensive understanding of paid search marketing fundamentals and practical expertise in managing and optimizing pay-per-click advertising campaigns using industry-standard tools like Google Ads and GA4. This certification equips you with the strategic and technical skills needed to excel in today's competitive digital advertising landscape.
This course is ideal for: digital marketing coordinators and specialists, marketing generalists, eCommerce marketers and managers, small business owners and entrepreneurs, marketing professionals and traditional marketers.
The course is comprised of 4 modules, and you will have the flexibility to complete them within 12 weeks from your enrollment date. To obtain your certificate, you must complete all modules and assignments.
Group rates: CMA offers special rates for groups of 6 or more. Please reach out to learning@thecma.ca to take advantage of group rates. Note: for group rates to apply, all registrations must be completed at the same time.
Members: $350
Non-Members: $695
CM Non-Members: $556
CPD Credits: Earn 10 CPD
Learning Outcomes:
By completing this course, you'll confidently:
- 1. Master paid search fundamentals by understanding the strategic balance between paid and organic search, eCommerce platform integration, and how PPC fits within comprehensive digital marketing strategies.
- 2. Create and optimize high-performing PPC campaigns using proven methodologies for campaign setup, profitable keyword selection, ad creation, and landing page optimization that drives measurable results.
- 3. Manage campaign budgets and performance through strategic budget allocation, ongoing campaign optimization techniques, and tactical adjustments that maximize ROI and achieve advertising objectives.
- 4. Execute comprehensive campaign reporting and analysis using industry-standard tools like Google Ads and GA4 to track performance, set up event tracking, and measure campaign success against key performance indicators.
- 5. Present data-driven insights and recommendations by transforming campaign data into compelling visual presentations and reports that communicate results and strategic recommendations to stakeholders effectively.
Benefits:
- Anywhere and anytime access
- Flexible to suit your schedule
- No travel time
- Interactive learning experience
CMA x DMI Dual Online Certificate awarded upon successful completion of all course requirements
Course Outline:
Module 1 - Paid Search Fundamentals
Build foundational PPC expertise by understanding how paid search contrasts with organic search while exploring how paid advertising effectively meets the needs of online consumers. Master the fundamentals of setting up Google Ads accounts and learn systematic approaches to creating successful paid search campaigns that drive measurable results.
Knowledge Gain:
- Basics of PPC Campaigns
- Working with Google Ads
- Paid vs Organic Search
Toolkits Included:
- Google Ads Creator Template
- PPC Campaign Toolkit
- Paid Media Campaign Tracker
Case Study/Webinar:
- Airbnb: Welcoming the World
Expert Insights:
- What is PPC Marketing
Module 2 - Keywords, Ads And Landing Pages
Master the creation of optimized PPC campaigns by understanding the strategic role of keywords, landing pages, and ad copy in driving campaign success. Discover how to enhance your creativity by generating innovative ideas and finding creative solutions to advertising challenges that differentiate your campaigns from competitors.
Knowledge Gain:
- Running a Paid Search Campaign
- Keyword Selection
- Creating Ads & Landing Pages
- Creativity & Innovation
Expert Insights:
- The 5 Steps of Keyword Research
- The Ultimate Free Keyword Research Tools
- Make Money Online with Google Ads
- 5 Best Practices for Great Landing Pages
Module 3 - Managing and Improving PPC Campaigns
Advance your PPC expertise by learning comprehensive campaign management and optimization techniques for adjusting targeting strategies and tactical approaches. Master both automated and manual bidding strategies, bid adjustments, remarketing lists, and utilize essential tools like Google Ads Experiments and Google Ads Editor while exploring Google Shopping campaign creation.
Knowledge Gain:
- Managing a Paid Search Campaign Budget
- Optimizing a Paid Search Campaign
Toolkits Included:
- Paid Media Budget Forecasting Tool
- Paid Media Scenario Forecasting Tool
- PPC for eCommerce Tracker
Expert Insights:
- Improve Your Google Ads Quality Score Quickly
- The Beginner's Guide to Programmatic Advertising
- 5 of the Best eCommerce Platforms
- A Guide to Google Shopping
Module 4 - Paid Search Reporting and Google Analytics 4
Master proven tactics and techniques for measuring and reporting on paid search campaign performance while gaining valuable insights into campaign effectiveness. Learn to leverage GA4 reports to extract actionable insights that inform strategic decisions and demonstrate the business impact of your paid advertising investments.
Knowledge Gain:
- Paid Search Reporting
- The Best Analytics Tools for Digital Marketing
- Getting Started with GA4
Toolkits Included:
- Targets and KPIs Toolkit
Expert Insights:
- 2 Key Formulas for Understanding Your PPC Data
- Best Alternatives to Google Analytics
Course Requirements:
Workload:
This CMA x DMI course consists of 4 modules. On average, this course will take 10 hours to complete, and learners have 12 week from the date of enrollment to complete
all course requirements. This on-demand course, available on the online learning platform, offers the flexibility to learn at your own pace.
Pass Requirements:
Learners must receive an overall grade of 80% on a 40-question multiple-choice exam online to pass the course.
Internet Requirements:
You will require a minimum upload bandwidth of 5mbps to stream our course videos, which are 1080p. Please ensure you have access to high-speed internet for the duration of the course.
We will provide a refund less an administration fee of $25 for cancellation requests received within 7 days of purchase for any on-demand course which has not been accessed and/or opened. Any on-demand courses which have been accessed and/or opened are no longer eligible for refunds. To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’, refunds will be issued to the source of payment and may take up to 4 weeks to be completed.
To review the CMA academic policy, click here.
