Pay-Per-Click Fundamentals
Illustration by Richard Downs

Pay-Per-Click Fundamentals

with Elizabeth Marsten

Video: Researching keywords

Hopefully, you've already got an idea as to which product You want to organize these different search behaviors by Once you click that the drop down opens and here you can put in Scroll down and check out our targeting, United States, English, Google that's Here, Google has presented us with a few ideas From here we can do a few things.
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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

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

Researching keywords

Hopefully, you've already got an idea as to which product or service you're going to feature in your first campaign. So let's figure out what your seed keyword list is going to be for that product. A seed keyword list is a top five to ten keywords that you'll start your account with and build off of as data and sales roll in. However, a word of caution. Do not fill your account with tons of keywords to start with. It's definitely a temptation to avoid. Pick the keywords that best describe your product that users would type in to search for. I see far too many advertisers make this mistake. Let's start with creating a C keyword list for our pretend dog collar product.

We sell several types of dog collars overall and they can be classified by materials, size and style. You want to organize these different search behaviors by placing the keywords in separate ad groups or campaigns. Here's what a few seed keywords for each of our proposed ad groups might look like for material and color ad groups. For example, under material we could have a metal dog, a leather dog collar. And for color we could have a red dog collar and a blue dog collar. And here is what I would consider for the ad groups around size and generic terms. Under size we have many options.

Starting with big dog collar, large dog collar, small dog collar, dog collar for a large dog, or dog collar for small dogs. And then for our generic keywords, we would just go with the simple dog collars and dog collar. The suggested structure for this keyword list will be two campaigns, four ad groups total. Want for dog collars by itself due to the estimate of 201,000 estimated impressions. I might have cheated and looked this up before today. And the other for the variations of dog collars. This allows us to control the budget for the broader, less likely to convert, terms and provide enough funds for the longer tail, more niche keywords that are more likely to convert.

The dog collar campaign is the campaign that will capture the most traffic. But also less likely to convert overall. Unlike a campaign that targets a specific style, color, model, or size, but will have less volume. A broader search is indicative of the research phase, of the buying cycle, and means that the user may not be ready to buy quite yet. Depending on your inventory and message, your site may fit the bill and be profitable with broader terms. However if you sell only four kinds of dog collars, chances are you won't have what that person is looking for that searched for dog collars. But if you sold a one inch thick green leather dog collar and brought the visitor to this site through the key word green leather dog collar, your chances of conversion improve.

So how do you figure out if your sig key words are any good or where you can come up with more? Well, we'll need to do a little research. Let's walk through the ad words keyword planner which is the Google ad words tool for this very purpose. You'll find it under your account in the tools and analysis tab. You can use this tab to do the following things, search for new keywords, search for new ad group ideas, get traffic estimate volumes, and cost estimate volumes. So, let's pop out over into Google chrome and take a look at what the planner looks like. If you were to open up your google AdWords campaign and go to the tools tab, you will see the keyword planner from the drop down.

Select it, and the keyword planner opens. You have four options here, search for keywords and ad group ideas, get search volume list of keywords or ad groups. Get traffic estimates and multiply lists to get new keyword ideas. Today we're just going to search for new keywords. Once you click that the drop down opens and here you can put in your product or service, you landing page for your website, and a product category. We're going to go ahead and just put in a simple dog collar query. Scroll down and check out our targeting, United States, English, Google that's all good and we are going to stop there and keep it simple.

We just want to get some ideas for key words around dog collars. And click the get ideas button. Here, Google has presented us with a few ideas by default the ad group ideas tab is selected. We're actually going to click the keyword ideas tab and take a look at the keywords that Google AdWords has suggested based on our seed keyword of dog collars. Here we can decide whether or not there are any keywords that we would like to keep and save for later. I'm going to go ahead and select leather dog collars for now as well leather dog collar. From here we can do a few things. I can download these keywords and save them for later or I can create a new ad group.

For now, since we're just trying to find out what our keywords are, I'm going to go ahead and save them for later, and I'm just going to call my new ad group dog collars leather, and save. Now my work is saved for later. There is one other way that I like to research for keywords and that is to just go to and you search suggest. In the search query box, go ahead and start slowly typing in your said keyword. From there, additional keyword suggestions are going to pop up, dog collars, dog collars with bling, dog collars with tags.

Dark colors with name plate. These are queries that have occurred on and searches over the last 30 days. It's a great source of places to find additional keywords, or keywords that you might not want to add to your account. These are my two favorite ways to conduct initial keyword research and a great starting point for anyone new to PPC. Additionally you know your business and your customers best so go with your gut when it comes to testing out keywords and don't forget to always be testing.

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