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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.
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 google.com 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.
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