Pay-Per-Click Fundamentals
Illustration by Richard Downs

Pay-Per-Click Fundamentals

with Elizabeth Marsten

Video: Creating a Google AdWords account

Before we even start setting up a Google Adwords account So let's walk through what it's like to Next, we're going to go to the AdWords login page.
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  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

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Watch the Online Video Course Pay-Per-Click Fundamentals
2h 29m Beginner Apr 28, 2014

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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

Creating a Google AdWords account

Before we even start setting up a Google Adwords account there are a few things you'll need to have on hand. An email address, that is also a Google account or one you're willing to turn into a Google account, that has never been associated with an Adwords account before. Does not have to be a Gmail email address. And then be advised that the email that you associate with this new Adwords account is going to have the admin privileges and be the owner of the account. So if this is for business, we're going to be shared with other people. Be advised that you might want to consider creating a new email. So that this can be shared with login and password.

Or you can leave it behind, if you take on new employment. So let's walk through what it's like to start up a brand new Google adverts account. First thing we're going to do is go to And you'll see in the upper right hand of the browser here. I've already signed n with the Gmail address that I would like to have associated with my new AdWords account. Next, we're going to go to the AdWords login page. Here's the starting page for the Google Words, Google AdWords page. We're going to go ahead and click the get started now button and it's going to bring us to the Google AdWords, AdWords setup wizard. If your interface doesn't look exactly like this when you log in, Google is constantly tweaking and trying to optimize how people sign up for AdWords and the requirements around it.

If you're having difficulty in this step, please refer to the Google AdWords help center documentation as they may have more current sign up information available. In this case because you're a course user, I'm actually going to recommend that you go with the I'm the experienced AdWord user option here on the bottom. Go head and click that. As you can see hello and welcome to Google AdWords. Double check that the email that has already prepopulated in the box here is correct. And then these are some settings that you want to make sure are correct because they cannot be changed later. As you can see they also put it here.

You won't be able to change these settings later so choose carefully. This is really, really important. So make sure that your country is correct, your time zone is correct, and most importantly make sure that this is the correct currency, as this is what your account will be billed in and what you will accrue your clicks in. In this case, we're going with US dollars. Now let's hit our save and continue button cause I'm pretty sure that these are correct. We are now on the congratulations page. This means that your AdWords account has been setup successfully. You've also been assigned a customer ID found up here in the right-hand corner of your account.

From here we will go ahead and click the take me to my account button where we will setup our first campaign. Ad and keywords. Now that you've click that button, let's set up your first campaign within your new Google AdWords account. First thing we might want to do is make sure that we name the campaign correctly. Campaign number one is not exactly descriptive. So in this case, we're going to pretend that we have dog collars that we're selling online. So go ahead and type in dog collars here. Then we're going to select type of network in which we want our ads to display. In this case, we have gone with search network only, and we're going to stay with the default here of standard instead of all features for right now.

because we are going to be working our keyword targeted text ads. As you can see below now, the networks is verifying our decision from above, Google Search Network, search partners. We have device types, locations. As you can see under locations, the United States and Canada is selected as a default. In this case, we're going to pretend that my dog collars don't ship to Canada. So I'm just going to select United States because I'm not interested in showing my ads in Canada. My default language is English. And in this case I'm actually going to change the bid strategy to do, I'll manually select my bids per clicks.

This means that I'm going to set the amount on an ad group level on which is the maximum I'm willing to pay on a per click basis. If you use the other option, which you are welcome to do, AdWords will utilize that amount that you've set to hit click amounts, not necessarily conversions, but pure traffic. I recommend for simplicity and ease to pick manually set for bids and clicks. In this case, I'm just going to choose a default bid as a place holder of $0.50. And then in my budget per day, for now, again, as a placeholder.

I'm just going to put $20 a day. This is just so we can finish setting up this first This section is for ad extensions. In this area, I'm going to suggest that we skip this and go to save and continue. As you're not going to be utilizing the ad extension features at this time for your first new campaign. Now, the wizard is going to walk us through setting up our ad, first ad group in Ad. In this case, I'm going to call my first ad group, Dog Collar Colors. For our first ad, I'm just going to do a placeholder ad so that we can come back and look at this later.

Right now, we're just kind of walking through the setup wizard and you can go back and edit text for features, benefits, calls to action and prices. Lets go ahead and put in our dog collars. We'll say a dog collar sale. And we'll come back through and walk through benefits and features and best practices for ad copy. Next in the wizard, it's going to ask us to put together a keyword list. I'll walk through keyword list instruction later in this course, but for now, I'm just going to go ahead and put in dog collars as a place holder keyword as we finish this tutorial.

As you can see there's that default $0.50 bid that we set when we first walked through the beginning of the tutorial. I've added at least one keyword. I can save and continue to billing at this point or I can setup billing later. In this case I'm going to go ahead and select setup billing later as I am not quite ready to insert my credit card and run ads. Now we have completed walking through the AdWord setup wizard. We have our first campaign, ad group, add, and keyword. However, I recommend finishing the rest of this course, before running a single ad.

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