Structure pricing for paid search advertising to reflect value rather than cost.
Designing Paid Advertising Strategies on Search Engines
Learn to design, measure and defend your organisation's approach to paid search advertising.
📍 Istanbul🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Discounting solves a problem in paid search advertising today and creates a larger one next quarter. Most disappointing results in this aspect of marketing and commercial practice trace back to an audience defined too broadly. The course covers this strand of marketing and commercial practice at the level of detail needed to act, and stops there. The difficulty is not agreeing that paid search advertising matters — it is deciding what to stop doing to make room for it. The material serves both public bodies and commercial organisations dealing with this part of marketing and commercial practice. Participants test their assumptions about the marketing and commercial practice discipline against scenarios designed to break weak ones. Across sectors, teams that rehearse paid search advertising outperform teams that only plan it. Participants finish able to explain the practice within marketing and commercial practice to a non-specialist audience without losing precision. The closing exercise tests whether the participant's plan for this part of marketing and commercial practice survives a hostile question.
Expected Learning Outcomes
Estimate what paid search advertising costs to run properly, and what is lost when it is not.
Set a realistic target state for paid search advertising and a defensible route to it.
Set measurable objectives for paid search advertising tied to revenue rather than reach.
Build the positioning for paid search advertising around a claim competitors cannot honestly make.
Verify that improvements to paid search advertising have held six months after they were introduced.
Design the retention and win-back approach for paid search advertising.
Who Should Attend
Brand and communications specialists shaping paid search advertising.
Agency and consultancy staff supporting clients on paid search advertising.
Marketing managers responsible for paid search advertising.
Members of committees that take decisions affecting paid search advertising.
Sales managers leading teams that deliver paid search advertising.
Training and development staff building internal capability in paid search advertising.
Course Modules
Paid search advertising: objection handling and negotiation
2 sessions · 8 pointsSession 1Defining the audience for paid search advertising narrowly enough to matter
- Agree the indicators that will show whether paid search advertising is improving.
- Agree the smallest change to paid search advertising that would be visibly useful.
- Build the competence framework that supports paid search advertising.
- Write down the assumptions underpinning the approach to paid search advertising.
Session 2Pricing paid search advertising on value rather than cost
- Script the three most common objections in paid search advertising and the responses.
- Design the retention action triggered when a customer of paid search advertising goes quiet.
- Compare cost of acquisition against value in paid search advertising.
- Establish what evidence demonstrates paid search advertising is under control.
Paid search advertising: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1The decisions in paid search advertising that cannot be delegated
- Map the decision journey for paid search advertising and mark where the choice is actually made.
- Select channels for paid search advertising based on evidence, then cut the rest.
- Structure pricing for paid search advertising against perceived value.
- Set objectives for paid search advertising in revenue terms with a timeframe.
Session 2What to measure in paid search advertising and what to ignore
- Benchmark the organisation's paid search advertising against comparable operations.
- Set the review interval for paid search advertising and who attends.
- Review whether paid search advertising is aligned with the objectives of the commercial team.
- Identify single points of dependency in paid search advertising and reduce them.
Paid search advertising: the customer journey and decision points
2 sessions · 8 pointsSession 1Choosing channels for paid search advertising on evidence
- Choose the next segment for paid search advertising and state why it is next.
- Verify six months later that changes to paid search advertising have held.
- Check that paid search advertising still works when volumes rise unexpectedly.
- Map the handovers in paid search advertising between functions and secure them.
Session 2Escalation and decision rights in paid search advertising
- Review whether short-term tactics on paid search advertising are damaging the brand.
- Distinguish symptoms from causes when paid search advertising underperforms.
- Set escalation thresholds for paid search advertising that work out of hours.
- Build the content that answers the buyer's real question about paid search advertising.
Paid search advertising: channels, content and creative
2 sessions · 8 pointsSession 1The handover between marketing and sales in paid search advertising
- Establish who is informed, consulted and accountable in paid search advertising.
- Define qualification criteria that disqualify quickly in paid search advertising.
- Test creative for paid search advertising at small scale before full commitment.
- Describe the buyer for paid search advertising specifically enough to name who is excluded.
Session 2Testing the message on paid search advertising before spending
- Prepare the response for the most likely failure in paid search advertising.
- Build the report on paid search advertising that answers whether to spend more or less.
- Document the sales process for paid search advertising so a new joiner can follow it.
- Define the handover point between marketing and sales in paid search advertising.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.