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Understanding PPC's role in your marketing mix

From: Pay-Per-Click Fundamentals

Video: Understanding PPC's role in your marketing mix

So how does pay per click fit into what you're already We have them here across the top with the pictures.

Understanding PPC's role in your marketing mix

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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This video is part of

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Pay-Per-Click Fundamentals

34 video lessons · 3287 viewers

Elizabeth Marsten
Author

 
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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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