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Pay-Per-Click Fundamentals
Illustration by Richard Downs

Pay-Per-Click Fundamentals

with Elizabeth Marsten

Video: Welcome

Hi, I'm Elizabeth Marsten, and welcome to Pay-Per-Click Fundamentals. I'll start by walking through how pay-per-click Then, I will walk through how to set up a budget, Lastly, I'll leave with some tools of the trade and
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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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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
Subjects:
Online Marketing Marketing Lead Generation PPC Small Business Marketing
Software:
Google AdWords Bing Ads
Author:
Elizabeth Marsten

Welcome

Hi, I'm Elizabeth Marsten, and welcome to Pay-Per-Click Fundamentals. In this course, we'll cover the best practices for setting up Google AdWords and Bing Ads accounts, how to assess performance, and tips for optimization to reach your paid search marketing goals. I'll start by walking through how pay-per-click works, the pros and cons of doing pay-per-click marketing, and the ideal approach to setting up your accounts from the ground up. Then, I will walk through how to set up a budget, how to determine success, and what metrics to utilize during that determination.

We'll then explore more advanced techniques and troubleshooting tips to make sure that you are getting the most out of your paid search dollars. Lastly, I'll leave with some tools of the trade and overall tips to carry with you through your account optimization efforts. Pay-per-click, or PPC is a great marketing channel that at its basic nature is very simple and offers a lot of control not available with most marketing channels. While the base workings of PPC remain fairly simple and straight forward, it is getting more and more complex, with additional functionalities being offered every day. This course aims to set you with the best foundation possible, so that no matter how many features and functionalities are introduced you have a solid foundation to build on.

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