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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.
As with any marketing effort, a certain amount of testing is necessary to determine what messaging, action words, benefits or features are the best to represent your business to new customers. Ad copy is not only the first glimpse of that messaging to searchers, but also one of the most easiest and most successful way to test out your marketing efforts. In AdWords, if you want to start an AB or split test with two or more ads, you'll need to go into your campaign settings tab and under the ad delivery section, select the radio button for rotate indefinitely or rotate evenly to have the ad text be shown in rotation for at least the next 90 days.
I realize in this screen shot that Google is saying that it's not recommended for most advertisers and that you not perform as well with this option. You're going to see warnings like this once in a while. Sometimes what is actually in your best interest, as a new advertiser, isn't what Google wants you to do. I choose rotate indefinitely most often. But I don't want you to just take my word for it. Let's break down those ad serving options a little. If you choose rotate indefinitely, AdWords will continue to show your ads evenly, no matter how many there are in the ad groups or how many ad groups are in that campaign until you select a different option.
If you edit an ad, it won't pick up additional impressions in order to catch up with the remaining ads, it will just continue to show on rotation. It's at this point when you evaluate which ad is doing well to review the percentage served column. One of the other options that are available is the default option of optimize for clicks. This will show the ad predicted to get the most clicks, not conversions. This is a very important distinction. If your goal is to drive traffic then this setting will work great for you. If your goal is to test messaging, offers, or garner sales, less so.
The other option, optimize for conversions, can be a great setting, but you need to have AdWords conversion tracking set up and have it running for at least 30 days minimum. Otherwise, AdWords does not have enough data in which to make the best predictions for which ad will perform. Ideally, if you're just starting out, you would run two ads, set on rotate to get the percentages seen here in this percentage column of 50% and 49%. That is a true A/B test. If you're feeling ambitious or have a healthy amount of budget, you can do more than two ads, but I would not recommend trying more than four ads at a time in any given ad test.
So what about Bing Ads? Bing Ads works very similarly to AdWords. There are two options, optimize for clicks, which shows the ad predicted to garner the most clicks and rotate evenly. Which will continue rotating your ads until you choose otherwise. This rotate method is the one that you want to pick if you're doing an A/B test. This is chosen at the ad group level under advanced settings. There are multiple ways to test ad copy itself. Including dynamic keyword insertion, benefits and feature statements, calls to actions, to name a few. Later in this course, we'll cover how to judge performance of ads and how to best choose which ads to continue with in connecting with adserving options like these.
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