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PPC 101: Intro to Google & Facebook Direct Response Ads (Udemy.com)

Why & how to use pay-per-click/direct response marketing with Google Adwords & Facebook advertising

Created by: Jim Weber

Last updated December 2021

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What you will learn

  • Why traditional "brand awareness" marketing is fundamentally flawed
  • Have concrete examples of pay-per-click, direct response Google & Facebook advertising success across industries
  • Recite the 4 steps of the PPC sales funnel & 5 major types of sales leads
  • Perform basic math calculations needed to conduct Google & Facebook PPC
  • Explain ways to lower Cost Per Acquisition (CPA)/Customer Acquisition Cost (CAC)
  • Calculate & explain Return on Investment (ROI)
  • Explain the role of a PPC/direct response campaign manager
  • Be able to find & hire PPC/direct response campaign managers or DIY

How it compares

Against the other 418 rated Udemy courses in Digital Marketing on CourseDuck:

  • Rating4.0 out of 5higher than 4% of them
  • Reviews307#240 of 419 by number of reviews
  • Length1.1 hoursshorter than 90% of them
  • Last updatedDecember 2021earlier than 70% of them

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Course Description

We are currently undergoing the greatest shift in advertising since the invention of the TV.

And it’s all because of Pay-Per-Click Advertising, also known as direct response marketing.


PPC/direct response advertisements on Google & Facebook are by far the cheapest, most effective and best way to grow customers for any product, good or service.


It helped me build a website to 1 million page views PER DAY and sell it to famous tech entrepreneur Gary Vaynerchuk. Now I'm teaching you what I learned in this 5-part, 1-hour course.


The introduction & 5 modules of the course are broken down like this:


Introduction

• Who is Jim Weber?
• Testimonial from famous tech entrepreneur Gary Vaynerchuk
• What is Pay-Per-Click/Direct Response Marketing?
• What will I learn from "PPC 101"?


Module #1: PPC Case Study

• How Zingerman’s Deli used PPC to build a $15-million, mail-order business.

Module #2: Sales Flow

• The PPC Sales Funnel & how to generate sales leads.


Module #3: PPC Math
• Elementary school-level formulas you need to know and how to calculate.


Module #4: Success Stories
• Successful uses of PPC to grow businesses, products or services across industries.


Module #5: Campaign Managers
• Everything you need to know about finding & hiring PPC campaign managers.


Conclusion

• Quick recap of the most important things you learned in Modules #1-5.


WHAT THIS COURSE IS *NOT*

This course is NOT a "how to" guide to creating and monitoring Google & Facebook ads. From my personal experience, it takes months to not only use these PPC platforms but also master them to a point where you make a positive Return on Investment. Unless you are planning to run Google & Facebook ads as your profession, it is a more efficient use of your time and money to hire a trusted campaign manager and pay them either on commission or a percentage of your PPC ad spend (30% or less).


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Instructor Details

Jim Weber

I am a 15-year media & digital marketing veteran. A 2004 graduate of the University of Michigan, my first job after college was as an NBC page — yes, like "Kenneth the page" from 30 Rock. 

That led to a career in sports journalism that included jobs as a researcher at CBS Sports Network, online producer for NBC Sports and fact-checker for ESPN the Magazine.

In 2009, I launched a college sports website called Lost Lettermen. Over the next five years, I operated and managed the site, growing it to an audience of nearly 1 million page views per day before selling it to tech entrepreneur Gary Vaynerchuk in 2015.

The biggest key to my success growing and selling Lost Lettermen was pay-per-click advertising in the form of Facebook and Google advertisements. 

As a result, I have formed a company, Weber PPC, that consults companies on how to properly implement pay-per-click marketing to their business, product or service.

In order to spread the gospel of PPC and teach as many people as possible about the advantages of pay-per-click marketing, I have also created this online course as a way to introduce people to this revolutionary concept, as well as an explanation for why & how small businesses and entrepreneurs can implement it themselves.

If you would like to try Google and/or Facebook ads for your business, please contact me at jamesmweber@gmail.com.

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Reviews

4.0

307 ratings on Udemy

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By Brooke Kidner on 7/28/2025

This is less an introduction to Google and Facebook ads the platforms, and more of an introduction to the concept of PPC, using Google and FB Ads examples from case studies.

By Nilabh Sharma on 7/27/2020

Its more like a theory course and not practical examples in action or PPC in action or actual PPC implementation. Can only talk about it & not actually implement it!! What a waste of time. No practical learning on creating a campaign or launching one. Youtube is more elaborative than this. Thanks Udemy for keeping it free.

By Di̇dem Toprak on 2/27/2019

Easy to follow the course’ chapters, clear, to the point. Good course for beginners. For me it was a good recap, I need more mid/advanced version of the course now.

By Abdullah Almalki on 7/15/2018

The course is great but unfortunately it is for accountant people more like. It has no technical materials. They should show us an example through google adword or something like that.

By Adina M on 3/12/2018

This is indeed a course for the very basics of PPC, as the title says it. More real life examples and explaining what software you can use to create PPC campaigns would come in handy to complete the picture.

By Rudyard von on 11/9/2017

This is a tremendously powerful course that will explain to you the basics to advance of making money through ppc. The power of ppc is so much and there is so much potential in each business to use the power of ppc and make millions through selling to customers who wants and needs the product that you are selling. PPC marketing maximize your time and money so you can have positive roi in your business. The case studies in the ppc course inside have roi of beyond 1000% percent on the business shown. That is an incredible roi that covers the cost of production and the cost per acquisition on marketing in your business. By using the concepts and resources inside the course you are now guided with the proper foundation of ppc marketing and on your way to making millions of dollars. Take this course now and begin to become a ppc master and start earning 1000% on roi. Thank you so much :D

By Sylvia Dart on 10/28/2017

I enjoyed the course content, I liked how the instructor told you what he was going to cover then at the end of the lessons he did a recap. The instructor spend some time making his powerpoint presentation fun and engaging. Good introduction to pay per click.

By Aaron Billyard on 6/20/2017

It was good for a basic introduction on PPC. Good to establish a structure for thinking through how PPC works and the areas which you can target to help improve your business.

By Caryn Williams on 5/24/2017

Although I'm only a few modules into this course, I've already learned several new things. What I like best is that you sharing a real life example of why PPC ads are effective.

By Darcy Weber on 5/15/2017

PPC is so hard to understand. This is a very clear, educational course. I highly recommend it to anyone who wants to grow their business. Great course!

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Overall Score : 80 / 100