Pay-Per-Click Fundamentals
Illustration by Richard Downs

Pay-Per-Click Fundamentals

with Elizabeth Marsten

Video: Choosing geographic targets and location-based settings

Choosing the geographic targets of your campaign AdWords bundles the US and Canada in new campaigns.
Expand all | Collapse all
  1. 1m 14s
    1. Welcome
      1m 14s
  2. 10m 9s
    1. What is pay-per-click (PPC) marketing?
      2m 2s
    2. Understanding PPC's role in your marketing mix
      2m 12s
    3. Pros and cons of PPC
      2m 30s
    4. Things to know before you get started
      3m 25s
  3. 14m 10s
    1. Creating a Google AdWords account
      5m 56s
    2. Creating a Bing Ads account
      6m 13s
    3. Setting up your account structure
      2m 1s
  4. 19m 32s
    1. Setting up campaigns in your new account
      6m 38s
    2. Choosing geographic targets and location-based settings
      4m 56s
    3. Setting daily and monthly campaign budgets
      3m 52s
    4. Creating ad groups without going overboard
      4m 6s
  5. 18m 32s
    1. Researching keywords
      5m 5s
    2. Selecting keywords
      5m 2s
    3. Selecting the match types for your keywords
      5m 4s
    4. Selecting negative keywords
      3m 21s
  6. 17m 13s
    1. Understanding what makes a good ad
      6m 31s
    2. Writing compelling ad copy
      4m 35s
    3. Testing your ad copy
      2m 49s
    4. Using dynamic keyword insertion in ad copy
      3m 18s
  7. 11m 41s
    1. What is quality score?
      3m 52s
    2. Using and improving your Google AdWords quality score
      4m 50s
    3. Using and improving your Bing Ads quality score
      2m 59s
  8. 16m 2s
    1. Using Google's Display Network
      7m 58s
    2. Understanding the Google and Bing search partner networks and how they work
      3m 51s
    3. Using the Bing Ads content network
      4m 13s
  9. 26m 43s
    1. Reviewing your metrics
      4m 32s
    2. Interpreting results
      6m 7s
    3. Installing conversion tracking
      8m 46s
    4. Troubleshooting common performance problems
      7m 18s
  10. 13m 14s
    1. Using the AdWords desktop editor
      2m 41s
    2. Using the Bing Ads desktop editor
      3m 9s
    3. Tips and tools for using offline editors
      7m 24s
  11. 1m 12s
    1. Next steps
      1m 12s

Start your free trial now, and begin learning software, business and creative skills—anytime, anywhere—with video instruction from recognized industry experts.

Start Your Free Trial Now
please wait ...
Watch the Online Video Course Pay-Per-Click Fundamentals
2h 29m Beginner Apr 28, 2014

Viewers: in countries Watching now:

Learn how to develop, launch, measure, and optimize winning pay-per-click (PPC) marketing campaigns in this detailed course. Author and search engine marketing expert Elizabeth Marsten shows you the fundamentals of PPC advertising to help you drive targeted traffic to your website. The course begins with an overview of the PPC world, walks you through setting up Google AdWords and Bing accounts, shows how to set campaigns, explores how to craft compelling ad copy, and helps you measure and leverage results. You'll also learn how to use display and partner networks to increase your reach on other popular websites. Dive in and learn how to leverage this crucial, effective marketing channel.

Topics include:
  • What is pay-per-click marking?
  • Understanding the pros and cons of PPC
  • Creating AdWords and Bing accounts
  • Setting up campaigns
  • Setting daily and monthly budgets
  • Researching and selecting keywords
  • Writing ad copy
  • Understanding Quality Score
  • Leveraging display, content, and partner networks
  • Using offline desktop editors
Google AdWords Bing Ads
Elizabeth Marsten

Choosing geographic targets and location-based settings

Choosing the geographic targets of your campaign is obviously a very important setting, especially if you have audiences in smaller geographic regions than that of an entire country. So please watch out. Google AdWords also has the added complication of geographic bid modifiers which allows you to adjust the amount the bid can go up or down within the campaign based on the geography of the user. My out of the box recommendation, is to keep things simple, until you're comfortable with using AdWords and doing PPC before you start playing with bid modifiers, and stick with campaign level geographic targeting.

Some other things to note, AdWords uses the time zone you set at the account level. AdWords bundles the US and Canada in new campaigns. Bing ads uses the time zone you set at the campaign level, so not necessarily the account level. And Bing ads is USA only by default in new campaigns. So let's walk through setting up a new campaign and the geographic options available, but let's do it with AdWords first. So I enter our AdWords account if you go and open one of your campaigns, and then click upon the settings tab. You'll be able to see the different geographic options that are available.

In this campaign, we've already decided to target the United States as an entire country. You'll also notice that there are locations options under the advanced section. Target, meaning people in my targeted location or, people in searching for or viewing pages about my targeted location. And people searching for or viewing pages about my targeted location. All of these mean a slightly different thing. For example, if I were targeting the city of Miami in Florida, then I would want to only target people in my targeted location.

Not people who are searching about Miami, Florida or things about Miami, and not necessarily in it. Because in this example, let's say that I'm a pizza delivery service. So I don't deliver outside of Miami. So I only want to target people in my targeted location. So I'm going to select the radio button for people in my targeted location. By default the, when you set up a new campaign, people in, searching for, or viewing pages about my targeted location is selected. So you will need to go in on the campaign level in the settings area and make this change. Additionally, you can exclude people in locations that you are not targeting.

So for example, if you were a pizza delivery service, and you didn't deliver to all of Miami and you wanted to exclude parts of it or neighborhoods. You could, with this feature here, exclude people in, searching for, or viewing pages about my excluded location. In this case, we haven't set up any additional targeting, just the United States. So let's go ahead and try and target just the city of Miami. In this case, we're going to remove the United States and we're going to add Miami. As you can see, a lot of options pop up.

I can go after the city itself, and I gotta choose which Miami as well. So we're going to go ahead and just add Miami, and save that. Now when I want to go and exclude people, I can go back in here, hit edit, and start doing maybe say, a nearby Miami, let's say I want to exclude Miami, Oklahoma, just in case somebody get's really confused. Now I can hit save there. Now, anytime that someone in Miami, Florida, searches for my pizza delivery service, they will be shown ads for Miami, Florida.

If someone in say Oklahoma tries to search for my pizza delivery service, they will not be shown ads. Bing ads also has this type of functionality. For example, if you open up one of your campaigns in Bing ads, we go into location settings and we see very similar options to that of Google AdWords. For example here, we already are targeting the United States. This also has the advanced location options of showing ads to people in targeted locations or not, just like with Google AdWords. We can show ads to people in, searching for, or viewing pages about, or ads only in my targeted location.

In this case, we're just going to go with show ads to people in my targeted location and, I'm going to adjust where I'm targeting in the United States. So you notice for Bing ads, they have additional locations. We can do by selected cities, metro areas, states and provinces, or, near a custom or other location. So perhaps, if I were a pizza delivery place, I would want to put in my exact address here, and then coordinate my ads in a geographic area around. Additionally, if I wanted to, I could also exclude people the same way that you do Google AdWords.

More often than not, weird as this may sound, I've seen better success with choosing the larger geographic target, and using a negative location, than trying to target a smaller geography by itself. So please keep that in mind when you're choosing your geographic targets, both for Bing ads, and Google AdWords. So there you have it, that's how you set up location targeting at the campaign and ad group levels for Google AdWords and Bing ads. Going forward, we'll utilize this geographic targeting capability to optimize your accounts even further.

There are currently no FAQs about Pay-Per-Click Fundamentals.

Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.

Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ .

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

* Estimated file size

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.

Mark all as unwatched Cancel


You have completed Pay-Per-Click Fundamentals.

Return to your organization's learning portal to continue training, or close this page.

Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member ?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any page and choose Site preferences from the dropdown menu.

Continue to classic layout Stay on new layout
Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Learn more, save more. Upgrade today!

Get our Annual Premium Membership at our best savings yet.

Upgrade to our Annual Premium Membership today and get even more value from your subscription:

“In a way, I feel like you are rooting for me. Like you are really invested in my experience, and want me to get as much out of these courses as possible this is the best place to start on your journey to learning new material.”— Nadine H.

Thanks for signing up.

We’ll send you a confirmation email shortly.

Sign up and receive emails about and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from

Sign up and receive emails about and our online training library:

Here’s our privacy policy with more details about how we handle your information.

submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.