Paid Search (PPC)
BUSA-40947
Paid Search is also known as Pay-Per-Click (PPC) or Search Engine Marketing (SEM). This is a keyword, image, or even a video-based digital advertising discipline that is one of the hallmarks of a well thought out Digital Marketing Strategy.
PPC is one of the fastest ways to increase your online visibility and deliver trackable tangible results. This course teaches the fundamental strategies needed to start PPC campaigns from scratch. Students will also learn the skills needed to make PPC campaigns more profitable and more efficient, effectively increasing the number of leads or sales generated and showcasing the levers required to maximize ROI.
Topics include keyword research and selection, A/B testing, bidding strategies and creating successful landing pages. The class also covers the fundamentals of Google Shopping, Retargeting and Display advertising using Google Ads.
Learning Objectives:
- Understand how to do keyword research and identify profitable keywords
- How to write killer ad copy and optimize it scientifically over time
- How to “negative out” keywords to save time and money
- Determine and implement demographic, location, and interest targeting
- Set up an effective campaign structure
- Learn how to build an effective PPC strategy
- Know how to intelligently set bids and budgets
- Create a repeatable optimization plan for any website
Course Information
Course sessions
Section ID:
Class type:
Textbooks:
All course materials are included unless otherwise stated.
Policies:
- No refunds after: 4/17/2025
Schedule:
Instructor:
Caleb Chao, MBA
Caleb Chao is the Senior Manager, Search Strategy at SportRx in San Diego, CA. He is a 15-year veteran of the internet marketing industry with agency, brand, and entrepreneurial expertise in PPC/SEM, SEO, content marketing, analytics, client management, conversion optimization, digital & business marketing, and sales/operations strategy. Caleb is passionate about the intersection of psychology, marketing, sales, behavior, technology and economics.
Caleb has worked with brands such as Blindsgalore, Smith & Noble, Budget Blinds, Oakley, Ray-Ban, Maui Jim, Nike, Under Armour, Adidas, Revo, Costa, Smith, SPY, Fox, 100%, Quiksilver, Roxy, Wiley X, Lincoln Military Housing, Ambit Energy, Medicare.com, University of Mississippi, Florida National University, Indiana Tech University, Ivy Tech University, Archie/Peyton Manning Family Charity, UC San Diego, Sony, and BTO Sports.
Client type expertise includes B2B, B2C, ecommerce, lead gen, reputation management, financial services, legal, health, creative/marketing agencies, medical, education, automotive, utilities, sports, restaurants, technology, SAAS, electronics, defense, manufacturing, rapid prototyping, apparel, eco-friendly, nonprofits, services, startups, and multinationals.
Caleb graduated from UC San Diego with a BA in Economics, then obtained an MBA from Point Loma Nazarene University. Caleb teaches Digital Marketing and PPC Paid Search at UC San Diego Division of Extended Studies, and is a badged Google Partner with multiple certifications in Google Analytics and Google Ads.
Caleb has a passion for helping students navigate their internships/careers with assessments such as MBTI, StrengthsFinder, and the Enneagram. He has coached hundreds of students and colleagues with these business and personal development tools.
Caleb believes the most gratifying reward for teaching is seeing students progress in higher education, earn their next promotion, pivot to a new field, or massively increase their entrepreneurial revenue, marketing, and sales goals.
Caleb also enjoys coaching voice, guitar, band leading, and pro audio, volunteering at his kids’ schools, exploring martial arts, and administrating several large online community groups. A child of technology, Caleb relishes trips back to the Bay Area where he grew up in the heart of Silicon Valley, and loves driving the Pacific Coast Highway from San Diego to San Francisco and beyond.
Section ID:
Class type:
Textbooks:
No textbook required.
Policies:
- No refunds after: 7/3/2025
Schedule:
| Date | Day | Start | End |
|---|---|---|---|
| 6/25/2025 | Wed | 6:00 p.m. | 9:00 p.m. |
| 7/2/2025 | Wed | 6:00 p.m. | 9:00 p.m. |
| 7/9/2025 | Wed | 6:00 p.m. | 9:00 p.m. |
| 7/16/2025 | Wed | 6:00 p.m. | 9:00 p.m. |
| 7/23/2025 | Wed | 6:00 p.m. | 9:00 p.m. |
| 7/30/2025 | Wed | 6:00 p.m. | 9:00 p.m. |
| 8/6/2025 | Wed | 6:00 p.m. | 9:00 p.m. |
| 8/13/2025 | Wed | 6:00 p.m. | 9:00 p.m. |
| 8/20/2025 | Wed | 6:00 p.m. | 9:00 p.m. |
Instructor:
Caleb Chao, MBA
Caleb Chao is the Senior Manager, Search Strategy at SportRx in San Diego, CA. He is a 15-year veteran of the internet marketing industry with agency, brand, and entrepreneurial expertise in PPC/SEM, SEO, content marketing, analytics, client management, conversion optimization, digital & business marketing, and sales/operations strategy. Caleb is passionate about the intersection of psychology, marketing, sales, behavior, technology and economics.
Caleb has worked with brands such as Blindsgalore, Smith & Noble, Budget Blinds, Oakley, Ray-Ban, Maui Jim, Nike, Under Armour, Adidas, Revo, Costa, Smith, SPY, Fox, 100%, Quiksilver, Roxy, Wiley X, Lincoln Military Housing, Ambit Energy, Medicare.com, University of Mississippi, Florida National University, Indiana Tech University, Ivy Tech University, Archie/Peyton Manning Family Charity, UC San Diego, Sony, and BTO Sports.
Client type expertise includes B2B, B2C, ecommerce, lead gen, reputation management, financial services, legal, health, creative/marketing agencies, medical, education, automotive, utilities, sports, restaurants, technology, SAAS, electronics, defense, manufacturing, rapid prototyping, apparel, eco-friendly, nonprofits, services, startups, and multinationals.
Caleb graduated from UC San Diego with a BA in Economics, then obtained an MBA from Point Loma Nazarene University. Caleb teaches Digital Marketing and PPC Paid Search at UC San Diego Division of Extended Studies, and is a badged Google Partner with multiple certifications in Google Analytics and Google Ads.
Caleb has a passion for helping students navigate their internships/careers with assessments such as MBTI, StrengthsFinder, and the Enneagram. He has coached hundreds of students and colleagues with these business and personal development tools.
Caleb believes the most gratifying reward for teaching is seeing students progress in higher education, earn their next promotion, pivot to a new field, or massively increase their entrepreneurial revenue, marketing, and sales goals.
Caleb also enjoys coaching voice, guitar, band leading, and pro audio, volunteering at his kids’ schools, exploring martial arts, and administrating several large online community groups. A child of technology, Caleb relishes trips back to the Bay Area where he grew up in the heart of Silicon Valley, and loves driving the Pacific Coast Highway from San Diego to San Francisco and beyond.
