CPC & Keyword Research

Overview

Master the essential building blocks of paid search marketing that every digital marketer needs to succeed. This Short Course is created to help digital marketing professionals accomplish confident campaign setup and budget forecasting through data-driven keyword research. By completing this course, you'll be able to articulate key advertising metrics with precision, navigate industry-standard keyword tools efficiently, and make informed decisions about campaign costs that you can apply immediately in your next client presentation or campaign launch. By the end of this course, you will be able to: Define Cost-Per-Click (CPC) and Quality Score with practical examples Extract and analyze CPC data using keyword research tools Create documentation that supports campaign planning and budget estimation This course is unique because it bridges the gap between theory and practice, giving you hands-on experience with the same tools and processes used by successful digital marketing agencies every day. To be successful in this course, you should have basic familiarity with digital marketing concepts and access to Google Ads tools.

Syllabus

Module 1: Foundational Paid Advertising Metrics

Learners will master the fundamental metrics that drive paid search campaign performance, exploring how CPC and Quality Score impact campaign costs and ad placement decisions.

Module 2: Keyword Research Tool Application

Learners will master the practical application of keyword research tools to gather CPC data, analyze competitive landscapes, and create documentation that supports strategic campaign planning and budget forecasting.