Course Description

Want to learn paid search marketing but are not sure where to start? This interactive course is for you. The IAB Canada Paid Search course will teach you all you need to know about paid search marketing from account structure, keyword strategy and ad copy creation to optimizing.

The course is taught by industry experts who live and breathe paid search every day. Go ahead, ask them anything!

This course will cover Paid Search exclusively, to get a full picture of SEM check out our SEO course.

What You’ll Learn

This course will focus on paid search strategy, tactics and techniques that are critical to executing a successful paid search campaign on all the major search platforms in Canada. You will learn:

  • The scope of paid search relative to search engine optimization and other digital advertising opportunities.
  • How paid search fits into the overall media mix as well as within the model of self-directed / auction-based media buying.
  • Acquire the skills necessary to develop a paid search strategy.
  • Paid search bid strategies, keyword selection, text ad creation tips and account structure basics
  • Campaign optimization


Vicki Carayannakis, Team Lead, Digital Marketing at Search Engine People

Who Should Attend?

All marketers, media planners and buyers as well as small to medium business owners who want to better understand paid search marketing and how it can be used to grow their brand.


  • I would recommend this course to anyone who wants to brought up to speed or has questions.  Wasn’t sure what to expect, however I found the day incredibly valuable, engaging and inspiring.  Excited to go to work tomorrow.  Thank you!  – Robin Brooks, Marketing, Exodus Travels
  • Highly recommended course for people – Anonymous
  • Vicki is a great presenter/instructor. Very much enjoyed the course and have a much better understanding of paid search. – Anonymous

Dates and Locations

TorontoMar 22, 201910:00 am – 5:00 pmEnglishIAB Canada Office111 Peter Street, Suite 406B
TorontoOct 23, 201910:00 am – 5:00 pmEnglishIAB Canada Office111 Peter Street, Suite 406B

If you wish to take this course remotely, please contact us at



  • Course includes a break for the provided lunch.


IAB Canada Full Day Paid Search Course

1.0 Introduction

  1. 1.1: Defining paid search
  2. 1.2: The Current Paid Search Landscape
  3. Paid Search’s Role in a Media Campaign
  4. How Paid Search Works

2.0 Getting Started

  1. 2.1: Account structure best practices
  2. 2.2: Two approaches to developing a campaign
  3. 2.3: How to determine how much budget you require
  4. 2.4: Bid strategy
  5. 2.5: Setting up ad scheduling (Day parting )
  6. 2.6: Time of day/Day of week reports
  7. 2.7: Geo-targeting options/Troubleshooting

3.0 Keyword Strategy

  1. 3.1: Choosing your keywords
  2. 3.2: Buying cycle impact on keyword selection
  3. 3.3: Keyword research tools
  4. 3.4: Using and understanding match options
  5. 3.5: Keyword Negatives
  6. 3.6: How many keywords should I have?
  7. 3.7: How Search query trends impacting Keyword Strategy
  8. 3.8: Case Study: Proven process for building an effective keyword list.

4.0 Writing Creative That Sells

  1. 4.1: The importance of the ad
  2. 4.2: How to stand out from the crowd
  3. 4.3: Calls to action
  4. 4.4: Dynamic Keyword Insertion
  5. 4.5: Case Study: Ad creation from start to finish
  6. 4.6: Creative:Before and after

5.0 Search Platforms

  1. 5.1: Google Search & partner network
  2. 5.2: Yahoo!
  3. 5.3: MSN
  4. 5.4: Content networks
  5. 5.5: Differences between search & content
  6. 5.6: How to run effectively alongside traditional PPC
  7. 5.7: Do’s & Don’ts

6.0 Quality Score

  1. 6.1: What is Quality Score?
  2. 6.2: Finding Quality Score – Google, Yahoo, MSN
  3. 6.3: How is it calculated?
  4. 6.4: Landing Page Quality Score
  5. 6.5: Case Study: Risk of ignoring Quality Score
  6. 6.6: My Quality Scores are Low – What do I do?

7.0 Tracking

  1. 7.1: Conversion code
  2. 7.2: Tracking URLs
  3. 7.3: Website Analytics software options
  4. 7.4: What will Website Analytics tell me?
  5. 7.5: Bid Management Software: Pros and cautions
  6. 7.6: Selecting a Bid Management Vendor

8.0 Metrics

  1. 8.1: Key metrics to watch
  2. 8.2: Useful reports in MSN, Yahoo & Google
  3. 8.3: A deeper look at impression share
  4. 8.4: Impression share cheat sheet

9.0 Optimizing Your Campaigns

  1. 9.1: We’ve launched a new campaign – now what?
  2. 9.2: Ongoing Optimization
  3. 9.3: What do I do if…?
  4. 9.4: My Quality Scores are low
  5. 9.5: The CTR is low
  6. 9.6: I’m notable to spend the budget
  7. 9.7: I’m running out of money too early

10.0 Conversion Optimization

  1. 10.1: Maximizing Conversions by understanding the Conversion Funnel
  2. 10.2: Landing Page best practices
  3. 10.3: Use of page real estate
  4. 10.4: Calls to action
  5. 10.5: Conversion buttons
  6. 10.6: High impact changes
  7. 10.7: Landing Page Optimization Case Study
  8. 10.8: Landing Page Design Examples
  9. 10.9: What if new landing pages are not an option?

11.0 Competitive Intelligence

  1. 11.1: CI Tools/ Programs
  2. 11.2: What competitive information is out there?
  3. 11.3: Should I bid on a competitors brand name?
  4. 11.4: Trade mark infringement rules
  5. 11.5: How to protect your brand

12.0 Alternative PPC

  1. 12.1: Facebook
  2. 12.2: LinkedIn
  3. 12.3: YouTube
  4. 12.4: Mobile

Educational Approach

This course is presented in-person by the instructor. Alongside the presentation that will be shown, industry produced videos are used to showcase specific explanations and points of view. The course is broken into several modules, each focusing on a specific digital discipline.

Course Policies


If an attendee cancels his or her registration more than 14 days before the date of the course, the amount paid for the cancelled registration will be refunded in full. Registrations cancelled within 14 days of the course date will NOT be refunded.

NOTE: Only 2 cancellations or registrant substitutions are allowed per company, per course. A charge of $100 will apply to each additional cancellation or registrant substitution.

In the event that IAB Canada needs to cancel any seminar(s), a full refund or an opportunity to attend an equivalent future seminar(s), at the option of the attendee, will be provided by IAB Canada. However, IAB Canada shall not be responsible for, or offer any monetary compensation for, any expenses incurred by the registrant or attendee (including, but not limited to, non-refundable airline tickets, hotel fees or change fees) due to such a cancellation.


Please provide 48 hours notice before the course if you wish to transfer to the next session or transfer to a different course.  Requests made less than 48 hours notice will not be accommodated.


Your email confirmation represents receipt of payment and confirmation for your seat(s) for the seminar(s). You are not confirmed until payment in full is received by IAB Canada, and a confirmation email is sent to you.


All printed materials provided by IAB Canada are meant for the exclusive use of the individual attendee, and no portion of any of the printed materials provided by IAB Canada may be scanned, copied, reproduced or in any other way distributed or made available for use by anyone but the original individual registrant or attendee at the session(s).