Advanced Pay Per Click (PPC) Certification Training:

Key features

  • 25+ hours of high-quality e-learning content
  • Online progress quiz
  • Downloadable workbooks and exercises
  • Practice tests
  • Topics on Conversion Tracking, Bidding & Reporting
  • Comprehensive and up-to-date content

Exam & certification

How do I become certified in Advanced PPC course?

When you have completed the training, you will become certified when you pass the PPC examination.

What are the prerequisites for the certification?

Although not required, ideally, participants will first complete our Pay Per Click - PPC Foundations course.

What do I need to do to unlock my Digital Evolution Orbit certificate?


  • Complete 85% of the course.

  • Complete 1 simulation test with a minimum score of 60%.

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Course Details

Course description

Pay Per Click (PPC) is an effective internet advertising model used to direct traffic to websites. Advertisers pay the publisher or the website owner only when the advertisement is clicked. Digital Evolution Orbit’s Advanced Pay Per Click course trains professionals in the fields of PPC and Paid Search. In the digital world, a PPC-certified professional is able to display compelling campaigns to target an audience based on expressed interests and demonstrated search history.

This Advanced Pay Per Click (PPC) course helps participants to gain expertise in Pay Per Click and Paid Search. After completing this course, participants will:



  • Have knowledge and expertise on various aspects of Pay Per Click advertising.

  • Be familiar with the auction model, ranking algorithms, and post-click activity.

  • Understand the differences between various search engines and how each one can affect a campaign.

  • Be able to assess the market shared by the search engines.

  • Analyze past and future Pay Per Click trends.

  • Define, measure, and compare keywords and choose the best to fit the advertising model.

  • Have strong awareness of campaign settings, how to structure a campaign, and pricing models.

  • Be proficient in writing your own ads, developing landing pages, and using ad groups.

  • Review the market trends to decipher which PPC campaign works for other marketers.

  • Track clicks and the Return on Investment to determine success for each campaign.

This course is best suited to professionals who want to learn and specialize in Pay Per Click to boost their digital marketing skills. The certification is most beneficial for:



  • Business Owners

  • Entrepreneurs

  • Marketing Professionals

  • Freelancers

  • Graduates

Course Preview

  • 1.1 Overview
  • 1.2 Introduction
  • 1.3 What is Pay Per Click?
  • 1.4 Efficient Advertising: No Wasted Impressions
  • 1.5 The Three R's of Pay Per Click
  • 1.6 PPC Account
  • 1.7 Remove the Guessing Game
  • 1.8 PPC Gives You Valuable Insight
  • 1.9 PPC Gives You...
  • 1.10 Level Playing Field
  • 1.11 Conclusion
  • 2.1 Overview
  • 2.2 Introduction
  • 2.3 We Don't Use Search to Browse the Web
  • 2.4 People Think in Concepts
  • 2.5 Expectation of Results
  • 2.6 Search Marketing is Not Interruptive
  • 2.7 Track Conversions
  • 2.8 Successful SEM
  • 2.9 Most Common Online Activities
  • 2.10 Advertising Isn't Advertising When It's Information
  • 3.1 Overview
  • 3.2 Introduction
  • 3.3 Web Is Essential
  • 3.4 Even the C-Level Uses the Web
  • 3.5 C-Level Trusts Internet Above Work Contacts
  • 3.6 Online Activities By Time
  • 3.7 World Wide Advertising Revenue
  • 3.8 User Attention Does Not Equal Advertising Spend
  • 3.9 Consumers Are Now In Control
  • 3.10 SEM Spend Projections
  • 3.11 Moment of Decision
  • 4.1 Overview
  • 4.2 Introduction
  • 4.3 The Buying Cycle
  • 4.4 Search Buying Cycle
  • 4.5 Buying a New Book
  • 4.6 Buying B2B Software
  • 4.7 Ad Copy Writing
  • 4.8 Landing Pages
  • 4.9 Why is This So Important?
  • 5.1 Overview
  • 5.2 Introduction
  • 5.3 The UI Changes Often
  • 1.1 Overview
  • 1.2 Introduction
  • 1.3 Reminders
  • 1.4 Search Query Intent
  • 1.5 Search Sessions
  • 1.6 Types of Keywords
  • 1.7 Keyword Considerations
  • 1.8 Do You Know Your Keywords?
  • 1.9 Search Query Frequency & Length
  • 1.10 Search Volume
  • 1.11 Account Hierarchy
  • 1.12 Defining Ad Groups
  • 1.13 The "Two Word" Rule
  • 1.14 Organizing Ad Groups
  • 1.15 Post Launch Organization
  • 2.1 Overview
  • 2.2 Introduction
  • 2.3 The Long Tail
  • 2.4 Why Consider Long Tail?
  • 2.5 Long Tail & Ecommerce
  • 2.6 Long Tail Doesn't Always Work
  • 2.7 Expand Keywords Appropriately
  • 2.8 Example: Maternity Shirts
  • 2.9 Finding Keywords
  • 2.10 Recap
  • 3.1 Overview
  • 3.2 Introduction
  • 3.3 Reminders
  • 3.4 Exact Match
  • 3.5 Phrase Match
  • 3.6 Broad Match
  • 3.7 Modified Broad Match
  • 3.8 Modified Broad Example: Cake
  • 3.9 Modified Broad Example: Shoes
  • 3.10 Match Type Organization
  • 3.11 Which Match Types to Use?
  • 3.12 Recap
  • 4.1 Overview
  • 4.2 Introduction
  • 4.3 Negative Keyword Overview
  • 4.4 Negative Keyword Match Types
  • 4.5 Negative Keyword and Account Structure
  • 4.6 Campaign Level Negatives
  • 4.7 Before Adding Negatives
  • 4.8 Ad Group Level Negatives
  • 4.9 Pivot Tables
  • 4.10 Cost Data
  • 4.11 Match Type Organization
  • 4.12 Examining Query Data
  • 4.13 Aggregate Match Type Data
  • 4.14 Search Query Flow Chart
  • 4.15 Other Notes on Negative Keywords
  • 4.16 Recap
  • 5.1 Overview
  • 5.2 Introduction
  • 5.3 Bing Ads: Adding Keywords
  • 5.4 Google AdWords: Adding Keywords
  • 5.5 Bing Ads: Campaign Planner
  • 5.6 Google AdWords: Keyword Planner
  • 5.7 Page Spidering Option
  • 5.8 Forecasting
  • 5.9 Desktop Editors
  • 5.10 Recap
  • 1.1 Overview
  • 1.2 Introduction
  • 1.3 From Ad Copy to Websites
  • 1.4 Searching for Answers
  • 1.5 Unique Selling Proposition
  • 1.6 Features Vs Benefits
  • 1.7 The Buying Cycle
  • 1.8 Instruct What to Do Next
  • 1.9 Examine Search Results
  • 1.10 Calls to Action Are Important!
  • 1.11 Anatomy of Ad Copy
  • 1.12 Headline
  • 1.13 Description Line 1
  • 1.14 Description Line 2
  • 1.15 Display URL
  • 1.16 Mobile Preference
  • 1.17 A Place to Start
  • 1.18 Ad Copy
  • 1.19 Recap
  • 2.1 Overview
  • 2.2 Introduction
  • 2.3 Trademarks
  • 2.4 Are You Infringing?
  • 2.5 Submitting Trademarked Ads
  • 2.6 Keyword Level Destination URLs
  • 2.7 Microsoft adCenter & Facebook
  • 2.8 Dynamic Keyword Insertion
  • 2.9 How DKI Works
  • 2.10 Formatting Determines the Case
  • 2.11 Ad Preview
  • 2.12 DKI Will Not Magically Fix Everything
  • 2.13 Where Should You Send Traffic?
  • 3.1 Overview
  • 3.2 Introduction
  • 3.3 Ad Extension Overview
  • 3.4 Location Extension
  • 3.5 Call Extension
  • 3.6 Social Extension
  • 3.7 Sitelinks
  • 3.8 App Extension
  • 3.9 Review Extension
  • 3.10 Ad Rank & Extensions
  • 3.11 Recap
  • 4.1 Overview
  • 4.2 Introduction
  • 4.3 Destination URLs
  • 4.4 Google Analytics
  • 4.5 What Visitors Think
  • 4.6 Conventional Wisdom
  • 4.7 Product Pages
  • 4.8 Segmenting Users Until Action Occurs
  • 4.9 Industry Does Not Matter
  • 4.10 Segmentation Pages
  • 4.11 You Should Not Search Again
  • 4.12 Creating Dedicated PPC Landing Pages
  • 4.13 Basic PPC Landing Page
  • 4.14 Segmentation Pages
  • 4.15 Reinforce Discount Codes
  • 4.16 Reinforce Message
  • 4.17 Not Perfection: Clear Information
  • 4.18 Recognize the Buying Cycle Length
  • 4.19 Conclusion
  • 5.1 Overview
  • 5.2 Introduction
  • 5.3 Overview of Testing
  • 5.4 Most Common Split Tests
  • 5.5 How Long Do You Want to Test For?
  • 5.6 How Much Traffic and Conversion?
  • 5.7 Meet All 3 Requirements
  • 5.8 Low Volume Accounts
  • 5.9 Split Testing & Ad Optimization
  • 5.10 Ad Copy Testing
  • 5.11 Test Pricing
  • 5.12 Discounts Chart
  • 5.13 Calls to Action
  • 5.14 Questions
  • 5.15 Testimonials
  • 5.16 Negative Information
  • 5.17 Dynamic Keyword Insertion
  • 5.18 Rich Media Ad Testing
  • 5.19 Everything Done Correctly
  • 5.20 Testing
  • 5.21 Commercial vs. Non-Commercial
  • 5.22 Testing Test Ads
  • 5.23 Split Testing Ad Copy - Measuring Results
  • 5.24 Use Analytics for Engagement Metrics
  • 5.25 Recap
  • 1.1 Overview
  • 1.2 Introduction
  • 1.3 2 Types of Accounts
  • 1.4 Access Levels
  • 1.5 Single and Multiple Accounts
  • 1.6 Campaign
  • 1.7 General Campaign Settings
  • 1.8 Scheduling Settings
  • 1.9 All Online Campaigns
  • 1.10 Placement Data
  • 1.11 Customize
  • 1.12 What You Want Your Account to Accomplish
  • 1.13 Monitor Your Conversions
  • 1.14 More Options
  • 1.15 Microsoft adCenter
  • 1.16 Conclusion
  • 2.1 Overview
  • 2.2 Introduction
  • 2.3 Location Targeting: The Technology
  • 2.4 Location Targeting: The Implementation
  • 2.5 Location Targeting Options: Advanced and Country
  • 2.6 Location Targeting Options: Radius, Extension, Bulk Additions, and Excluding
  • 2.7 Reaching Most People in Geography
  • 2.8 Writing Local Ads
  • 2.9 Location Targeting: Advanced Configuration
  • 2.10 Geographic Targeting: Think Locally
  • 2.11 Case Study: Cultural Differences Impact on CTR
  • 2.12 AdWords Geographic Report
  • 2.13 Google Trends
  • 2.14 Conclusion
  • 3.1 Overview
  • 3.2 Introduction
  • 3.3 Campaign Types
  • 3.4 Device Targeting
  • 3.5 Manual CPC Bidding
  • 3.6 Budget Optimizer & Enhanced Bidding
  • 3.7 CPA Bidding & CPM
  • 3.8 Daily Budget & Shared Budget
  • 3.9 Delivery Method
  • 3.10 Ad Scheduling
  • 3.11 Ad Delivery
  • 3.12 Ad Rotation Settings
  • 3.13 Recap
  • 1.1 Overview
  • 1.2 Introduction
  • 1.3 Setting Marketing Goals
  • 1.4 Set Your Goals
  • 1.5 Measuring Goals
  • 1.6 Important Numbers
  • 1.7 Tracking Goals
  • 1.8 adCenter Conversion Tracking
  • 1.9 Thank You Page Codes
  • 1.10 Tracking Other Paid Search Sites
  • 1.11 Conclusion
  • 2.1 Overview
  • 2.2 Introduction
  • 2.3 Examining the Metrics
  • 2.4 Calculating Profit and ROAS
  • 2.5 What Makes a Conversion?
  • 2.6 Simple Email Capture
  • 2.7 Simple/Complex Whitepaper Download
  • 2.8 Lead Generation
  • 2.9 Expensive/Low Cost Ecommence
  • 2.10 Local Service Companies
  • 2.11 Estimating Initial Conversion Rates
  • 2.12 Affiliates
  • 2.13 Ad Group & Keyword Bids
  • 2.14 Calculating Initial Bids by ROAS
  • 2.15 Revenue Per Click
  • 2.16 Calculating Initial Bids by Revenue Per Click
  • 2.17 Adwords Keyword Tool
  • 2.18 AdWords Traffic Estimator
  • 2.19 Recap
  • 2.20 Thank You
  • 3.1 Overview
  • 3.2 Introduction
  • 3.3 Bidding Options
  • 3.4 Max CPC Bidding
  • 3.5 Budget Optimizer
  • 3.6 What Is Your Keyword's Value?
  • 3.7 PPC Account Structure
  • 3.8 Set Interaction Goals Analytics
  • 3.9 Enhanced CPC Bidding
  • 3.10 CPA Bidding
  • 3.11 Flexible Bidding
  • 3.12 Bidding Comparison Chart
  • 4.1 Overview
  • 4.2 Introduction
  • 4.3 Bid Modifiers
  • 4.4 Location Bid Modifiers
  • 4.5 Ad Scheduling Bid Modifiers
  • 4.6 Ad Scheduling: Advanced
  • 4.7 Ad Scheduling: B2B Case
  • 4.8 Device Bid Modifiers
  • 4.9 Bidding Recap
  • 4.10 Thank You
  • 5.1 Overview
  • 5.2 Introduction
  • 5.3 Online Campaigns
  • 5.4 Filters and Segments
  • 5.5 Ad Groups Data
  • 5.6 Dimensions Data
  • 5.7 Geographic Data
  • 5.8 Display Data
  • 5.9 Recap
  • 5.10 Thank You
  • 1.1 Overview
  • 1.2 Introduction
  • 1.3 Search Vs. Display
  • 1.4 Smart Pricing
  • 1.5 Campaign Settings and Bidding
  • 1.6 Keywords for Display Targeting
  • 1.7 Topic Targeting
  • 1.8 Interest Targeting
  • 1.9 Remarketing
  • 1.10 Automatic Placements
  • 1.11 Managed Placements
  • 1.12 Buying Cycle Based upon Targeting Types
  • 1.13 Flexible Targeting
  • 1.14 Recap
  • 1.15 Thank you
  • 2.1 Overview
  • 2.2 Introduction
  • 2.3 Basic Targeting
  • 2.4 Flexible Reach
  • 2.5 Good Combinations
  • 2.6 Excluding Inventory
  • 3.1 Overview
  • 3.2 Introduction
  • 3.3 Display Campaign Structure
  • 3.4 A Simple Workflow
  • 3.5 Using Google Analytics
  • 3.6 Display Campaign Optimizer
  • 3.7 Cost per Impression Bid Method
  • 3.8 Getting Started
  • 3.9 Every Campaign Setting Applies
  • 3.10 Recap
  • 4.1 Overview
  • 4.2 Introduction
  • 4.3 Rich Media Ads
  • 4.4 Image Ads
  • 4.5 Creating Image Ads
  • 4.6 Video Ads
  • 4.7 Opening Images
  • 4.8 Play Rates and Bidding
  • 4.9 Recap
  • 5.1 Overview
  • 5.2 Introduction
  • 5.3 Overview of Remarketing
  • 5.4 Using Google Analytics for Remarketing
  • 5.5 Using AdWords Script for Remarketing
  • 5.6 Determining Lists
  • 5.7 List Segmentation
  • 5.8 Ecommerce Example
  • 5.9 Creating Audiences in AdWords
  • 5.10 The Ads & Landing Pages
  • 5.11 Frequency Cap
  • 5.12 Case Study for Segmentation
  • 5.13 Recap
  • 5.14 Thank You
  • 1.1 Overview
  • 1.2 Introduction
  • 1.3 Ad Group Organization Intro
  • 1.4 Initial Keyword Research
  • 1.5 Does Keyword Fit Both?
  • 1.6 Ad Group Organization
  • 1.7 Organization for Large Accounts
  • 1.8 Include Your Brands
  • 1.9 List Your Modifiers
  • 1.10 Mix Keywords
  • 1.11 Result: Lots of Keywords
  • 1.12 Scaling Ad Copy
  • 1.13 There are Tools
  • 1.14 Large Accounts Landing Pages
  • 1.15 Mobile Keyword Organization
  • 1.16 Using Negatives for Organization
  • 1.17 Organizing by Match Type
  • 1.18 Restricting Match Types by Ad Group
  • 1.19 Restricting Match Types by Campaigns
  • 1.20 Recap
  • 1.21 Thank You
  • 2.1 Overview
  • 2.2 Introduction
  • 2.3 What Creates a Conversion
  • 2.4 Goals and Budget
  • 2.5 Getting Started with Campaigns
  • 2.6 Geographic Campaigns
  • 2.7 CPC vs. CPA Bidding
  • 2.8 Mobile Campaigns
  • 2.9 Mobile Bidding
  • 2.10 Growing Campaign Complexity
  • 2.11 Ad Scheduling
  • 2.12 Organizing Around Budgets
  • 2.13 Complex Organization
  • 2.14 Think Through Complex Goals
  • 2.15 Insights Drive Organization
  • 2.16 Recap
  • 2.17 Thank You
  • 3.1 Overview
  • 3.2 Introduction
  • 3.3 My Client Center
  • 3.4 MCC Access Levels
  • 3.5 Manager Defined Spend
  • 3.6 Adwords: Adwords Editor
  • 3.7 AdWords: Bulk Editing
  • 3.8 AdWords API
  • 3.9 Recap
  • 3.10 Thank You
  • 1.1 Overview
  • 1.2 Introduction
  • 1.3 Quality Score Overview
  • 1.4 Ad Rank Background
  • 1.5 Ad Rank Formula
  • 1.6 Ad Rank Illustrated
  • 1.7 Quality Score & Financials
  • 1.8 Viewing Quality Score Data
  • 1.9 Quality Score Factors
  • 1.10 Landing Page Spiderability
  • 1.11 Landing Page Relevance
  • 1.12 Landing Page Transparency
  • 1.13 Landing Page Navigation
  • 1.14 Landing Page Load Time
  • 1.15 Recap
  • 2.1 Overview
  • 2.2 Introduction
  • 2.3 Quality Score Ranges
  • 2.4 Diagnosing Where to Start
  • 2.5 Increasing Quality Scores
  • 2.6 Testing Ideas: Ad Type and Serve Rate
  • 2.7 Testing Ideas: Device Type and Relevance
  • 2.8 Thank You
  • 3.1 Overview
  • 3.2 Introduction
  • 3.3 Landing Page Issues
  • 3.4 Ignore QS: Minimum Impressions
  • 3.5 Ignore QS: Word Variations
  • 3.6 Ignore QS: Industry
  • 3.7 Outliers in Quality Score
  • 3.8 Bing Quality Score
  • 3.9 Balancing Quality Score with Revenue
  • 3.10 Where Should You Focus?
  • 3.11 Recap
  • 4.1 Overview
  • 4.2 Introduction
  • 4.3 Creating Pivot Tables
  • 4.4 Managing Your Low Quality Scores
  • 4.5 See How You're Doing Overall
  • 1.1 Overview
  • 1.2 Introduction
  • 1.3 Planning the Account
  • 1.4 Researching for the Account
  • 1.5 Determine the Basics of the Account
  • 1.6 Creating the Account
  • 1.7 Finishing Keyword Research
  • 1.8 The Double Check Before Launch
  • 1.9 Launching the Account
  • 1.10 Optimizing the Account
  • 1.11 Examine Ad & Landing Page Tests
  • 1.12 Bid Modifiers
  • 1.13 Thank You
  • 2.1 Overview
  • 2.2 Introduction
  • 2.3 Analyzing Types of Ad Groups
  • 2.4 Adjusting AdWords Bids
  • 2.5 Ad Group Labels
  • 2.6 Determining Ad Labels
  • 2.7 Conversion Funnels
  • 2.8 Long Sales Cycle Conversion Funnels
  • 2.9 Project Management
  • 2.10 Project Management: Fitting in Non-Essential Goals
  • 2.11 Choosing Project Managment Software
  • 2.12 Recap
  • 2.13 Thank You
  • 3.1 Overview
  • 3.2 Introduction
  • 3.3 Strategy Documentation
  • 3.4 Interview: Business and Marketing Overview
  • 3.5 Interview: Buying Cycle
  • 3.6 Interview: Marketing Details
  • 3.7 Interview: Budget Planning
  • 3.8 Interview: Website & Graphics
  • 3.9 Interview: Reporting
  • 3.10 Marketing Plan: Brief & Initial Build
  • 3.11 Marketing Plan: Launch Monitoring
  • 3.12 Launching & Monitoring the Account
  • 3.13 Recap
  • 1.1 Overview
  • 1.2 Introduction
  • 1.3 Where to Send Traffic
  • 1.4 Informational Queries
  • 1.5 Local Business Queries
  • 1.6 Narrow Theme Sites
  • 1.7 Ambiguous Queries
  • 1.8 Product Queries
  • 1.9 Brand Searches
  • 1.10 Thank You Pages
  • 1.11 Test Homepages
  • 1.12 Testing Category & Conversion Pages
  • 1.13 Segmentation Pages
  • 1.14 Video Testing
  • 1.15 Two Ways to Test Pages
  • 1.16 Don't Design by Committee
  • 1.17 Recap
  • 2.1 Overview
  • 2.2 Introduction
  • 2.3 Controlling Risk
  • 2.4 AdWords Campaign Experiments
  • 2.5 What Makes a Conversion?
  • 2.6 Landing Page Testing
  • 2.7 Low Volume Ad Copy Writing
  • 2.8 Combine and Analyze Data in Pivot Tables
  • 2.9 Recap
  • 3.1 Overview
  • 3.2 Introduction
  • 3.3 How To Get There
  • 3.4 Have A Structured Approach
  • 3.5 Identify Your Conversion Problem
  • 3.6 Don't Slice and Dice
  • 3.7 Testing Is About Motivating
  • 3.8 3 Types of Landing Pages
  • 3.9 Case Studies
  • 3.10 The 5 Dimensions
  • 3.11 Case Studies
  • 3.12 What Are The Variables?
  • 3.13 Buttons
  • 3.14 Forms
  • 3.15 Hyperlinks
  • 3.16 The Purple Elephant
  • 3.17 Thank You
  • 1.1 Overview
  • 1.2 Introduction
  • 1.3 Intro to AdWords Editor
  • 1.4 AdWords Accounts
  • 1.5 Leaving Comments in the Editor
  • 1.6 Making Mass Changes to Bids
  • 1.7 Creating Ad Copy
  • 1.8 Apply the Templates
  • 1.9 Checking for Max Number of Characters
  • 1.10 Uploading From the Editor
  • 1.11 Exporting Accounts
  • 1.12 Conclusion