Paid Search: Beyond Pay-Per Click

Pay Per Click advertising allows advertisers to create keyword ad campaigns that immediately appear at the top of search engine results pages, social media sites and other marketplaces. Learn how to succeed in Internet advertising.  Know how to make the most of your advertising spend, who you want to attract and how to develop and implement a paid advertising strategies that will get the name of your company, product or service’s on some of the most valuable internet real estate available.

This hands-on workshop will help you understand how to develop and implement a paid search strategy as well as how to integrate it into your overall marketing program and measure ROI. Workshop topics include:

• Understanding paid search
• Set-up with Google, Yahoo/Bing, Facebook, LinkedIn, YouTube
• Tips, tools and resources including keyword research and editor tools
• Paid search strategies – from creative copy and bidding to landing pages and search terms to ad scheduling and content networks
• Testing and optimization, including A/B testing
• Reporting and analytics

Toni Malena
Interactive Designer, Individually Qualified Google Adwords

Toni is a resident expert at Papa Advertising on creating paid search campaigns and is Individually Qualified in Google AdWords.  She works closely with PAPA's art directors on a wide range of projects in web marketing and print design.  Toni really enjoys the variety in her work; maybe that's why she always has a smile to share.  Toni is a board member of the Erie Ad Club and chairperson of the communications committee and has a bachelor's degree in applied media arts from Edinboro University.