Master a core component of search engine marketing (SEM) with pay-per-click (PPC) advertising using Google Ads (formerly known as Google AdWords). In this course, instructor Duane Brown shows how to launch a PPC campaign that drives traffic to your website and products. Duane explores how PPC marketing works and how it fits with what your business—and your customers—need. Then, he shows how to start researching your keywords: the foundation of all great advertisements. After he demonstrates how to launch a new campaign and write dynamic ad copy, Duane shows how to optimize ads to get more clicks, conversions, and ultimately more return on your investment (ROI).