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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.
Both Google and Bing have what they call partner networks that are different from their regular search, display, and content networks. In this lesson, we'll walk through their respective partner networks and how you might best utilize them in your PPC efforts. First up, the Google search partner network. By default, this is enabled in all new campaigns, and is a network of other search engines or other search results pages chosen by Google. You cannot control which search engines or pages your ads appear on, nor can you exclude any, as you cannot see a list of these sites in your metrics. Examples of sites that we know are included in the search partner network are AOL.com, Ask.com, and About.com.
You can disable this feature under the campaign settings network area by unchecking the box. I recommend leaving it enabled on new campaigns and reviewing the click and impression volume for the search partner network on the campaign tab. On average, I have seen good results from the search partner network, despite the lack of visibility. The thing to remember is that it is based on the search, even though it's not on google.com, it is still a query based result. Which means that the targeting is better than that of displayer content networks. Once in awhile, I have seen spikes in impressions, but not necessarily clicks in a campaign over a short period of time.
So about a week. This seems imbalanced, and often the culprit is the search partner network. Unfortunately, the only fix at this time is to disable to network for a couple of weeks and see if your statistics bounce back. If they do, and you want to give the search partner network another try, simply recheck the box. Additionally, while you were in this area, in the campaign settings tab, you might have noticed that there is also an option for search network with display select. Display select is an option where Google tries to use additional search signals in order to better select sites that your ad will perform well on.
And does mix search and display a bit. I do not recommend this option for new advertisers. Stick to the search network and search partner networks for now. On Bing Ads, they have a syndicated search partner network, which shows Bing Ads text Ads and Bing Ads partner sites in their sites' search results pages. For example, PC World is a part of this network where if you were to go to PCWorld.com and perform a search on the site. The results that display are still on PCWorld.com and include pages on that site, but they also display Bing ads alongside of them.
So here's a breakdown on how Bing Ads Syndicated Search Partner Network works. It is enabled by default in all new ad groups. I recommend that you start with Bing and Yahoo search only and deselect the option. And no, you can't see the traffic differences between Bing.com and Yahoo.com. Its known as the unified marketplace. You can, however, run a placement report to see what syndicated search partner network sites your ads have appeared on. And you can block those sites that are doing poorly or seem irrelevant. Remember this network is enabled by default in new ad groups and can be turned on or off at the ad group level only.
I recommend when creating new campaigns to have only www.bing.com and www.yahoo.com search enabled and not the search partner network. If you want to target the search partner networks, I recommend creating a duplicate new ad group or campaign and target from there. While you can't see if your ads appeared on Bing.com or Yahoo.com and target them separately, you can tell which sites in the partner network your ads did show on. Simply run the website placement report in the reporting area of your Bing ads report, just the same as you would do with Google display or Bing content networks. And you'll want to choose sites here to exclude, based on performance, to increase the amount of impressions and budget going to sites that do perform.
Always run search, syndicated search, and content network separately in bend. The volumes will be small, and you might think it not worth the effort. But trust me, it is definitely worth the effort to either opt out, or separate. In conclusion, search parts of your networks aren't a major part of the PVC account. But they are an important source to not only capitalize on, but more importantly keep an eye on for run away clicks and impressions.
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