Pay-Per-Click Fundamentals
Illustration by Richard Downs

Selecting keywords


From:

Pay-Per-Click Fundamentals

with Elizabeth Marsten

Video: Selecting keywords

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.
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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
Subject:
Marketing
Software:
Google AdWords Bing Ads
Author:
Elizabeth Marsten

Selecting keywords

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.

There are currently no FAQs about Pay-Per-Click Fundamentals.

 
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