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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.
So how does pay per click fit into what you're already doing, or how can you grow your current book of business? PPC is something that is highly controllable, both from a management perspective, and a budget perspective. If you don't have a large marketing budget and need to drive traffic to test messaging, a product or service, PPC can often deliver those new visitors to your site without you having to sign up for a service, or a contract and it offers budgeting caps. Additionally, PPC takes up on average, a substantial amount of real estate on a search engine results page. Let's see what that looks like.
If I were to go to Google.com, and perform a search for dog collars, you'll see that in this search engine results page, PPC results dominate. We have them here across the top with the pictures. Also here, in the right rail. Let's take a look at what it looks like on Bing. Go ahead and put our dog collars query into Bing as well, and here you go. PPC ads across the top, and down the right side. PPC is also measured most often in a last click capacity. Meaning that someone clicked the ad, made a purchase, and then PPC is considered the marketing channel that brought in that conversion.
Often, in our multi device and very digital world, we come into contact or interact with a site or brand in more than one way. Be that through TV, a different search query, a link from a friend, social network, or even a banner ad. So while PPC gets the credit in this example, it often doesn't get the credit elsewhere in the same situation, and is often a very valuable assistant when it comes to online marketing to bringing in conversions. For example, a person searches for a pair of shoes, clicks on an ad at work, but waits to get home at night to purchase online, going directly to the website.
One thing to keep in mind as we go through this tutorial, is that PPC on the Google, Bing and Yahoo search engines, play a very key role in their advertising revenues. In 2012, Google made over $39 billion, with over 90% of that revenue, coming from their AdWords program. Which is one of the reasons on the search engines, the ads have such a prominent placement. As they try to continue to grow their bottom line, the Hours program will continue to receive a lot of attention and care, that you can utilize for your own business goals.
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