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.
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.
Access exercise files from a button right under the course name.
Search within course videos and transcripts, and jump right to the results.
Remove icons showing you already watched videos if you want to start over.
Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.
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.