Pay-Per-Click Fundamentals
Illustration by Richard Downs

Pay-Per-Click Fundamentals

with Elizabeth Marsten

Video: Setting up campaigns in your new account

One of the places I see new advertisers lose the most money is in this Start with one product or service that you're going to advertise for.
Expand all | Collapse all
  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

Start your free trial now, and begin learning software, business and creative skills—anytime, anywhere—with video instruction from recognized industry experts.

Start Your Free Trial Now
please wait ...
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

Setting up campaigns in your new account

One of the places I see new advertisers lose the most money is in this area, when they're setting up their new campaigns and their new account, over and over again. So please pay close attention to these tips on setting up in both Google and Bing. I hate to see you get off on the wrong foot and think that PPC isn't working for your business. It could very well be that you weren't set up right for success from the start. There are individual videos in this tutorial that address each of the components of how to write ad copy, choose keywords, set geographic targets, and set up your budgets in greater detail.

But for right now, we're going to walk through getting started with just your first campaign. Before you even click on anything though, you're going to need to decide what your first campaign should be about. Start with one product or service that you're going to advertise for. Brainstorm a list of keywords that someone might type in to search for that item. This could be exactly what the item is, how it's used, or the problem or issue that it solves. Write it down, on paper, type it out, write it on your hand, whatever. It's definitely not best to go through this on the fly. We're going to use the example of dog collars for the product that we're going to create a campaign for.

Some of the keywords we might consider to start with are around colors, materials, and sales. The reason we might not want to go after the obvious keyword of dog collar, is that is a very generic term and is highly competitive. While you can most certainly bid on and write as for more general terms, I'd advise you to proceed with caution, and use keywords that describe your product or service in a more detailed manner. In this case, we're going to focus on size and materials. Some keywords we might consider, leather dog collars, large dog collars, dog collars for big dogs, green leather dog collars, and chihuahua dog collars.

One thing we want to make sure that we pay attention to, before we go and write a single line of ad copy, are benefits and features. You're going to want to make a short list of benefit and features that apply to the product or to your business. What will make your dog collars better, or different, than a competitor's? Perhaps you have free shipping on orders over $25, 30 day guarantee, ten different colors, five available sizes. Whatever it may be, write it down and get that list out in front of you so that when you go to write your ad copy, it's very easy.

And most of all, I want to encourage you to start small. Do one ad text. Pick a benefit or feature. Make sure that you include a keyword in your ad. Paste in your keyword list because you already have it ready before we go into the tutorial and make a new campaign. Maybe three to five terms, tops. Stop there. And make sure that you use a phrase match if you're not sure what to use. Okay. Let's go into Google and start a new campaign. So here we are, in our Google AdWords account. From here, let's create a brand new campaign. Click the red Campaign button, and in this case we're going to hit Search Network Only because we're going for search engine results and search partners.

As I said before, make sure that you name your campaign descriptively. So in this case, we're going to go with dog collar sizes. We're going to keep our Search Network Only, and we're going to go with standard for right now as far as our type. We don't need to load settings from existing campaigns at this time. Next, we're going to look at Locations. As you can see, the United States and Canada are bundled together by default. Let's just use the United States because I don't ship to Manitoba. Our default language is in English. That's good. And then under Bid Strategy, you can see that I've got, I'll manually set my bids for clicks, set as the default.

For here, we're going to go ahead and put our Default Bid in at $0.50 to start with, and our daily budget for the new campaign is going to be $20. From here, there is the Ad Extensions area, which we are not going to be utilizing at this time. From here, we're just going to hit the blue Save and Continue button. And our new campaign has been saved, but now we have to populate it. So first, let's put in our ad group. It's okay if our ad group name is the same as our campaign. In this case, we're going again with dog collar sizes.

From here, we'll fill in our ad copy based on the list of benefits and features that you already wrote down. In our case, we already know that our dog collars are by size. We that we know that we want to use a key word in the ad text. And we know that we have free shipping on orders over $25. In this case, we're going to go ahead and put in a place holder URL, and there you have it on the right, is you have your ad preview display, so you can see what it looks like on a search engine Results page.

Now we need to insert our keywords. Ideally, you wrote down about three to five terms that you want to start with in order to get this going. As you can see here, Google AdWords has offered us some tips, to start with ten to 20 keywords to be specific and avoid one word keywords, and by default that keywords are broad matched to searches. I recommend taking Google's advice here and not going more than the ten to 20 keywords, or in my case, I would have said three to five. So some of the keywords that we came up with were, large dog collars, And, green leather small dog collars.

Great. So we're going to stop there with our three keywords, and move on to the next piece. Here we've got our default bid. It's set at $0.50. We're going to keep that. And we're going to save and continue this new ad group. And we're going to, by doing that, we're going to set up our billing later. Click the button, and now you have your new ad group and new campaigns. So if come out here to the main dashboard, you can see all your online campaigns, there's our brand new campaign that we just created for dog collar sizes. Go ahead and click into it and you can see our new ad group, also named dog collar sizes. And within that you can see the three keywords that we just added for large dog collars, small dog collars and green leather small dig collars, as well as the placeholder ad that we created.

From here, you can start writing your new account. But if you haven't already checked out our other tutorials around managing keywords and creating ad copy, I really, really encourage you to do so. As you might want to tweak your ad copy or keyword list after completing those sections.

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

Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.

Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ .

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

* Estimated file size

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.

Mark all as unwatched Cancel


You have completed Pay-Per-Click Fundamentals.

Return to your organization's learning portal to continue training, or close this page.

Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member ?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any page and choose Site preferences from the dropdown menu.

Continue to classic layout Stay on new layout
Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Learn more, save more. Upgrade today!

Get our Annual Premium Membership at our best savings yet.

Upgrade to our Annual Premium Membership today and get even more value from your subscription:

“In a way, I feel like you are rooting for me. Like you are really invested in my experience, and want me to get as much out of these courses as possible this is the best place to start on your journey to learning new material.”— Nadine H.

Thanks for signing up.

We’ll send you a confirmation email shortly.

Sign up and receive emails about and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from

Sign up and receive emails about and our online training library:

Here’s our privacy policy with more details about how we handle your information.

submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.