West Virginia University, through a partnership with Gatlin Education Services, offers online career training services for adults who want to attain the skills needed for many in-demand professions such as Help Desk Analyst:  Tier 1 Support Specialist.

Computer Requirements
The following items are required for taking this course:

• A PC or Macintosh computer.
• A reliable Internet connection (DSL or Cable recommended).
• Adobe Acrobat PDF Reader (available free from http://www.adobe.com/products/acrobat/readstep2.html
• Access to an e-mail client or Internet-based e-mail account.

The following items are recommended for taking this course:

• A word processing package such as Microsoft Word or Works.
• A spreadsheet package such as Microsoft Excel or Works.
• A printer (if you want to print lessons rather than read PDF docs online).

Materials
This course is tutor-supervised with a tutor assigned to guide students through the lesson material and review their assignments.  The following materials will be provided within this course:

• 30 Downloadable PDF Lessons (approximately 302 pages in total)
• 1 Excel Spreadsheet
• 30 Interactive Online Review Quizzes
• 10 Assignments
• 3 Interactive Online Exams
• 2 Case Studies
• Extensive Internet-based Resources
• 12 Months Access to Online Classroom Area
• 12 Months Access to Online Quizzes and Final Exam
• 12 Months Access to Lesson Updates
• The Search Engine College Seal of Certification* for Display on a Web Site
• Search Engine College Certificate of Training* for Wall or Resume Display

*Students who want to receive industry-recognized Search Engine College Certification in Pay Per Click Marketing must make a 70% overall pass on their quizzes and final exam AND complete set assignments to the satisfaction of their tutor.

Background
Pay Per Click Marketing (PPC) is a sub-set of Search Engine Marketing and refers to a specific type of advertising where you pay a search engine every time a potential customer clicks on your ad.  These ads appear on search engine results pages and sometimes on the pages of sites within a search engine’s network of partners.

Course Goal
The Pay Per Click Marketing series consists of the following 3 individual courses:  Pay Per Click Marketing 101, Pay Per Click Marketing 201, and Keyword Research 101.

Pay Per Click Marketing 101 will give the student the knowledge necessary to set up, monitor and maintain a successful campaign to promote their web site on the pay-per-click search engines and their network of partner sites. 

Pay Per Click Marketing 201 will take the student’s knowledge of PPC to the next level by teaching the student how to improve the Return on Investment of the PPC campaigns on the major search engines and their network of partner sites. 

Keyword Research 101 will teach the student the process that should follow to come up with appropriate keywords and phrases that they wish to target in search engines, whether it is through search engine optimization methods or via pay per click advertising.

Course Objectives

Upon successful completion of this program, the student will be able to:

• Set up, monitor and maintain successful pay-per-click advertising campaigns for their site or their client’s sites, by bidding on specific keywords and phrases on the world’s most popular search engines and directories.
• Prepare for starting your own search engine marketing business or applying for a job as SEM (Search Engine Marketer), PPC Marketer or Online Advertising Executive.

Course Structure and Schedule
This is a non-credit course offered for 150 hours.  The student can register at any time during the year.  Cost is $1,395 per student.  A certificate for course completion will be issued.

Prerequisite(s)
The following skills are required for taking this course:

• Keyboard skills
• Search Engine Usage
• Internet Browser Usage
• E-mail Usage

The following skills are recommended for taking this course:

• Some HTML Knowledge
• Advanced Search Engine Usage

Overview/Subject Matter

1. Pay Per Click Marketing 101
1. An Introduction to Pay Per Click Marketing
2. Pay Per Click Campaign Preparation
3. An Introduction to Google AdWords
4. How to Set Up an AdWords Account
5. An Introduction to Yahoo! Search Marketing
6. How to Set Up a Yahoo! Sponsored Search Account
7. Keyword Research for PPC Campaigns
8. Ad Copy Creation for PPC Campaigns
9. Landing Page Creation for PPC Campaigns
10. PPC Campaign Conversion & ROI Measurement


2. Pay Per Click Marketing 201
1. An Overview of PPC Marketing
2. Pay Per Click Search Engines
3. Key Elements of a Successful PPC Campaign
4. Building Effective PPC Ads
5. How to Structure Your PPC Campaign
6. Effective PPC Bidding Strategies
7. How to Create Killer Landing Pages
8. Tracking PPC Conversions
9. A/B Split Testing
10. How to Measure ROI on PPC


3. Keyword Research 101
1. An Introduction to Keyword Research
2. Keyword Research Basics
3. Campaign Requirements Gathering
4. Keyword Research Tools
5. Digging for Keywords
6. Narrowing Down Your Keyword Selections
7. Integrating Your Keywords
8. Using Keywords in PPC Campaigns
9. Tracking Your Keyword Traffic
10. Tweaking and Testing Your Keywords

Registration

Register online through our secure server or fill out this form and fax or mail it to Extended Learning. You will be given class access by email within five working days. Call 1-800-2Learn2, or email WVUEnrich@mail.wvu.edu if you have any questions. Major credit cards and electronic checks are accepted.

Refund Policy
Any cancellation and refund request must be submitted in writing by the student to WVU Extended Learning. A $50 processing fee will be charged to the student for a cancellation requested before materials (books) are mailed to the student. If the student cancels within ten days after the materials are mailed to the student, then a $100 processing fee will be charged, provided the student returns the materials, within five days of the written request, in their original condition. If the materials are not returned within the specified period of time or are not in their original condition, then a $500 processing fee will be charged to the student. If the student cancels any time between eleven and thirty days after the materials ae mailed to the student, then a $300 processing fee will be charged, provided the student returns the materials, within 5 days of the written request, in their original condition. If the materials are not returned within the specified period of time or are not in their original condition, then a $500 processing fee will be charged to the student. No other refunds will be considered.