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Things to know before you get started


From:

Pay-Per-Click Fundamentals

with Elizabeth Marsten

Video: Things to know before you get started

PPC can turn into a very complicated and confusing practice early on, and you'll spend more money than you'd like before even figuring out what's happened. Here, we'll walk through a list of what I call the cardinal PPC rules. Be aware of these rules before you launch your first ad so that perhaps you'll save yourself some heartache and dollars. First thing, each search engine will try and differentiate itself by using different names for features, tools, and best practices, but the basics of PPC remain the same across all of them. Some of the features or tools will share the exact same name, but they will still function slightly different.
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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

Things to know before you get started

PPC can turn into a very complicated and confusing practice early on, and you'll spend more money than you'd like before even figuring out what's happened. Here, we'll walk through a list of what I call the cardinal PPC rules. Be aware of these rules before you launch your first ad so that perhaps you'll save yourself some heartache and dollars. First thing, each search engine will try and differentiate itself by using different names for features, tools, and best practices, but the basics of PPC remain the same across all of them. Some of the features or tools will share the exact same name, but they will still function slightly different.

Let's walk through a few of the more common instances of things to know for both Google AdWords and Bing Ads. Always separate out the search, display, and content networks. Each of these networks behaves differently and often has additional or alternative options in which you use them, so you do not want to use any of them together, as it would skew your results. I will go into much deeper detail on these networks later in the course. Also, always set a budget you are comfortable with. If the amount that you have set at a daily level causes you to check constantly with paranoia all day, it is too high.

Double-check your geography. Better safe than sorry, to pay for unwanted clicks, make sure that the country, state, or city you're wanting to show your ads in is selected correctly. This is the one I see most common, add negative keywords. These are the keywords that you do not want associated with your product or service. This is the most common thing that I see most often underutilized. The words around this would be like free, download, wholesale, find it and do it yourself. We'll walk through this in detail later in the course. Always choose good landing pages. These are pages on your website that your ads go to.

You don't want to just dump 'em off the homepage. You want to pick more targeted pages, like a category or product page. Additionally, you want to make sure that when you first start up your account, you pay attention to your initial account settings. There will be a couple of settings for each engine that can only be set once, so be careful when walking through the setup process. For example, Google AdWords, you can only set the time zone, currency, and billing method once. And thereafter, it cannot be changed, so be sure to choose the correct currency, and how you'd like to pay, very carefully.

Additionally, do not overwhelm yourself. There are a lot of options these days around, for example, ad extension. These are ads that show just more than ad text, but addresses, phone numbers, reviews, email sign-up boxes, the list goes on. You do not have to use any of these extensions or extras right out of the gate. In fact, I recommend starting simple, getting comfortable with the interface and how the action works before complicating things with features you might not need and will just end up costing you money. There is a phone number for both Google AdWords and Bing Ads if you run into trouble, that you can call and get live support help with.

When in doubt, please use it. They can log into your account remotely and access all of your keywords and your ads, answer questions, provide explanations, and in some cases, fix something that isn't right. And last but not least, never, never ever set your account and forget it. Always check in at least once a week. Otherwise, you might fall over with shock when you get a credit card bill in a month. The list is long for things to watch out for. And keep in mind, as you build your paid search account, that you don't forget to utilize these resources around you, like your lynda.com course, 1866 numbers for the search engines, help centers, forums, as well as social media outlets.

All of these resources are free to use, so there's no reason not to dig in.

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

 
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