Applying Workshop Knowledge


Workshop Info:

Cosmpolitan Hotel
3708 Las Vegas Blvd S.
Las Vegas, NV 89109

12/3/11 - 12/4/11

9A -6P each day

Raffi Sosikian, MBA


Pay-Per-Click (PPC) Marketing - Google Adwords, Microsoft Adcenter

This lesson will cover how to generate the most cost effective traffic from both Google Adwords, which covers Google, AOL Search and other partner sites, and Microsoft AdCenter, which covers Bing, Yahoo, and other partner sites.

Please find the module outline below:

Keyword Selection

    • Highly trafficked generic keywords vs. long tail targeted keywords
    • Broad keywords vs. exact matches
    • How to determine which keywords will convert on a shoestring budget
    • Save money with negative keywords

Ad & Creative Development

    • Writing text ad copy that converts
    • Creating high conversion banners for image ads and how to determine best placement on partner sites
    • Best practices for search, partner sites, device specific and video promotion

Ad Copy Testing

    • Statistics and conversion tracking
    • A/B & multivariate ad testing

Landing Page Optimization

    • Landing page "must have" features that make a site sell
    • A/B lading & multivariate testing

Content partners

    • Partner tracking
    • Removing partners
    • Lookout for click fraud


    • How to squeeze out more clicks with and still lower your budget
    • How to properly identify best days and times to promote your ads

Conversion Tracking Tools & Statistics

    • Google Analytics
    • Piwik