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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.
Using tools like the keyword planner can help you generate lots of ideas. But how do you know which ones to choose? This depends on a few things, one of them primarily being budget. If you don't have a lot of money to spend, then you don't want to select a lot of keywords, and certainly not a lot of expensive keywords. The average cost per click of a keyword can be anywhere from $0.10, to $100, depending on your industry. And there won't be a lot that you can do about that. So to find out if you're in the realm of expensive keywords or not, we're going to open the keyword planner tool up in ad words. If you've got your seed word keyword list handy, the 5 to 10 terms that you thought of off the top of your head on how someone might find your product or service online, we can go do some research with that.
So opening up your Google AdWords account, navigate up to the tool section here. Click, there is the Keyword Planner. I'm going to open it up, and as you can see we've been presented with several options. Search for new keywords, Get search volume for keywords, Get traffic estimates for keywords, or Multiply keyword list to get new ideas. In this case, we want to select Get traffic estimates for a list of keywords, because we are going to enter the seed keyword list that we already have. Go ahead and copy and paste in your seed keyword list.
You'll also notice that if you had a file of Excel keywords that you wanted to upload, you could import that here. For the purposes of this tutorial, we're going to stick with the pasted in keyword list, and targeting around the United States and Google. Let's go ahead and click the Get estimates button. From here, Google is showing us our list of keywords, and the traffic estimates. But in order to get a better estimate, we're going to need to enter a dummy bid. In this case, I'm just going to go ahead and, and put a dollar in. And click the Get detailed estimates button. You should feel free to play around with this feature, put in additional bids, whether high or low, hit the Get detailed estimates button, and see what you might get.
Here you can see, Google is charting out your clicks per day, the bid range, and the daily estimates based on the seed keyword list in which you entered. We will need to toggle through the keyword tab, as by default, it's the Ad Group one selected, in order to see details, for each of the keywords that we inserted. Here you can see estimated clicks, impressions, cost, click through rate, average CPC, and average position that is expected based on our dollar bid and these keywords. As you can see, our average position is above three on most of the keywords we've selected, so we know that the dollar bid is someone in the neighborhood.
The nice thing about this tool is that you can add a lot, remove, and toggle back and forth all around until you're done, basically, and before saving anything, don't click that button though until you're really sure. As you can see, a pop-up happens that either allows you to create a new campaign, or add to an existing campaign. In this case, because our seed keyword list revolves around one of our current campaigns, we're going to hit add to existing campaign. Since all of our seed keywords were about dog collar sizes, we're going to go ahead and add those to the dog collar size campaign. Now that we've decided that we're going to keep these keywords, we want to click the blue save to account button.
From here, we can either create a new campaign, or we can add to an existing campaign. In this case, we're going to choose our dog collars campaign to add our new keywords to. Go ahead and hit save and continue, and our keywords have been saved. Remember that the costs and clicks that you are seeing here are based on daily averages, not monthly, so you want to make sure to multiply this by 30 or 31 to get an idea, of how much over the cost of a month you could pay, and how much traffic you could see. You could also research keywords on Bing Ads in a similar manner. They also have a keyword research tool.
All you need to do is log in to your Bing Ads account, and navigate up into the upper right hand corner for TOOLS. Once in the TOOLS section, just take a look under Research and Optimization, and you'll see the Research Keywords function. From here, you can also do a similar searches on AdWords, where you copy and paste in your seed Keyword List. Go ahead and hit SEARCH. Now Bing Ads is showing us the list of keywords that they find relevant based off our seed Keyword List. As you can see, it's fairly long. In this case, we don't want to add all of these keywords, but we definitely want to add the keywords that we put in on our seed keyword list.
As you can see, Bing Ads is doing monthly search volume. Last month's searches, impressions, clicks, click thru rate, average CPC and spend. going to go ahead and select receipt keywords, and I'm going to add them to our plan. By default, these keywords are underneath the campaign dog collars and are ad group number one. From here, I can adjust what the match type should be for each one of these keywords, and the bid. In this case, I'm going to go ahead and leave them as is, and just add them to my ad group. The keywords have now been added to my ad group and I can go back into the account and navigate and see them and optimize them as needed.
Ad looking for new keywords is a regular part of your account maintenance, as well as doing the homework around traffic estimates before adding them, so you know what kind of traffic and cost situations you're in for.
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