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 |
| Duration | TBA days |
| Target Industries |
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| Target Job Roles |
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| Course Fees (Face-to-Face) | TBA |
| Course Fees (Virtual) | |
| 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
Instructor-led sessions use a blended learning approach combining presentations, guided practical exercises, web-based tutorials, and group work, delivered by seasoned industry experts. All facilitation and course materials are in English, so participants should be reasonably proficient in the language.
Accreditation
Upon successful completion of this training, participants will be issued a Tech For Development Certificate of Course Completion certified by the National Industrial Training Authority (NITA).
Training Venue
The training will be held at the Tech For Development Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.
Accommodation & Airport Transfer
Arranged upon request.For reservations contact the Training Officer:
Email: [email protected]
Phone: (+254) 790 824 179
Tailor-Made
This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our T4D Training Centre or at a convenient location.
Payment
Payment should be transferred to the T4D account through a bank on or before the start of the course. Send proof of payment to [email protected].
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