Multi-Channel PPC Campaigns Training Course
Course Overview
| Course Title | Multi-Channel PPC Campaigns Training Course |
| Organization | Tech For Development (T4D) |
| Venue | Tech For Development (T4D) Training Center along Tala Road, Runda, Nairobi |
| Target Industries |
|
| Target Job Roles |
|
| Course Fees (Face-to-Face) | TBA |
| Course Fees (Virtual) | TBA |
| Training Modes | Virtual and face-to-face training |
| Payment | Payment should be made to the Tech For Development (T4D) bank account on or before the start of the course |
| Accreditation | Tech For Development Certificate of Course Completion |
Course Overview
This course trains participants to plan, launch, and optimize pay-per-click (PPC) campaigns across multiple platforms including Google Ads, Bing Ads, Facebook, Instagram, and LinkedIn. It emphasizes integrating PPC strategies across channels to maximize visibility, traffic, and ROI.
Duration: 10 Days
Target Audience
- Digital advertising professionals
- PPC specialists
- Marketing managers
- Business owners running cross-platform campaigns
Organizational Impact
- Increased ROI from coordinated PPC strategies
- Stronger online visibility across multiple platforms
- Optimized ad spend allocation
- Consistent brand messaging across channels
Personal Impact
- Mastery of PPC campaign setup across platforms
- Advanced keyword, bidding, and targeting skills
- Improved analytical and optimization capabilities
- Higher employability in performance marketing roles
Course Objectives
- Understand PPC principles across multiple channels
- Manage cross-platform PPC campaigns effectively
- Develop strategies for keyword research and bidding
- Optimize and report on PPC campaign performance
Course Modules
Course Modules
Module 1: Introduction to PPC Advertising
- Basics of PPC and paid media models
- Major PPC platforms overview
- Benefits and challenges of multi-channel PPC
- PPC campaign lifecycle explained
- Case Study: PPC vs. SEO campaign comparison for a tech company
Module 2: Google Ads Campaigns
- Search, display, and video ad campaigns
- Keyword research and match types
- Quality Score and Ad Rank
- Extensions and advanced settings
- Case Study: Google Ads driving leads for a service business
Module 3: Bing/Microsoft Ads
- Microsoft Ads platform overview
- Importing campaigns from Google Ads
- Unique targeting opportunities in Bing
- Cost advantages and ROI considerations
- Case Study: Microsoft Ads success for a B2B services firm
Module 4: Social Media PPC Campaigns
- Facebook/Instagram ad campaign setup
- LinkedIn Ads for professional audiences
- Twitter/X and TikTok ad opportunities
- Comparing costs and reach across social platforms
- Case Study: Multi-platform campaign for an online event
Module 5: Cross-Channel Campaign Planning
- Coordinating PPC across platforms
- Funnel-based planning (awareness, consideration, conversion)
- Budget distribution strategies
- Aligning with overall marketing goals
- Case Study: Funnel strategy for a multi-platform e-commerce campaign
Module 6: Keyword Research & Targeting
- Tools for keyword discovery
- Negative keywords management
- Geo-targeting and audience layering
- Competitor keyword analysis
- Case Study: Competitive keyword bidding in travel industry campaigns
Module 7: Bidding Strategies & Budget Management
- Manual vs. automated bidding
- CPC, CPA, and ROAS bidding models
- Smart bidding strategies
- Budget pacing and allocation
- Case Study: Budget optimization for a seasonal campaign
Module 8: Ad Copywriting & Creative Optimization
- Writing effective ad copy for PPC
- Designing responsive display ads
- Testing creatives across platforms
- Incorporating strong CTAs
- Case Study: A/B testing ad creatives for a SaaS product
Module 9: Analytics & Reporting
- KPIs for multi-channel PPC campaigns
- Attribution models and cross-channel tracking
- Google Analytics integration
- Reporting dashboards and visualization
- Case Study: Performance reporting for a cross-channel campaign
Module 10: Advanced Optimization Techniques
- Remarketing and RLSA campaigns
- Audience segmentation across platforms
- Using scripts and automation
- Scaling high-performing campaigns
- Case Study: Scaling a PPC campaign for an international launch
Course Administration
Methodology
This instructor-led training course is delivered using a blended learning approach comprising presentations, guided practical sessions, web-based tutorials, and group work.
Accreditation
Participants will receive a Tech For Development Certificate of Course Completion.
Training Venue
Held at the Tech For Development Training Centre.
Accommodation & Airport Transfer
Arranged upon request.
Email: letstalk@techfordevelopment.com
Phone: (+254) 790 824 179
Tailor-Made
Customised training available.
Payment
Send proof of payment to letstalk@techfordevelopment.com.
