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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.
One great and easy way to save time when working on paid search in Google AdWords is to take advantage of their free desktop editor. Download and save the program to your computer, sign in with your AdWords credentials, and you can download your accounts, campaigns, everything. Work on your account, make changes, and then upload those changes to your account when ready. And the next time you log into your AdWords account, you'll see that they're there off and running. Let's walk through some of the pros and cons of using the AdWords Editor. Some of the pros. Changes you make are offline and wait until you upload them to the account. You can share potential changes as a draft and share with others.
You can see your entire account in one screen. You can download and view statistics in the Editor to help you make decisions. And, you can archive a copy of the account, in case your new strategy goes off the rails and you need to revert. Unfortunately I've had this happen more than once. Having a backup copy was a lifesaver though. One of the biggest pros and what I use it for most often, is that you can copy and paste entire campaigns, ad groups, keyword lists with just a few simple clicks. Even between other accounts. Another pro is that you can quickly add tracking or change ads.
You can copy and paste ad text, destination URLs, UTM code tracking, or add ad IDs. Find and edit duplicate keywords. This feature is awesome and my second most used. You can find duplicate keywords across the account easily. Honoring word order, match type, within a single campaign, or ad group, or group of ad groups. And across the entire account. Some additional pros, because you can never have too many. Adjust match text for many keywords at once, so if you wanted to change from a broad, to a phrase, from phrase to exact, no problem. You can find a replace text in ads or keywords lists, so, like if your promo changes, or if free shipping offer or sale, no problem.
You can navigate much faster offline than waiting for the online screens to load. So, cool. But we have to talk about the cons, too, because that's only fair. So some of the cons of the offline editor. You do need to log in after uploading large groups of changes to make sure that everything went okay. If you're an evil super villain, you can assume that everything went according to plan, but if Hollywood has taught us anything, it's best not to assume. AdWords labels aren't supported yet, technically. Wait for it. PLA, or product listing ads management options are limited. And you can only manage location and sitelink ad extensions at this time, no call or app support yet.
I highly recommend after you're comfortable with navigating through the web interface that you make this tool part of your regular optimization efforts. It will save you a lot of time and give you the ability to view more on your account at a time than just in the Web interface as well as work on your account offline holding changes until you're ready. Plus, it's free. So, go download it today.
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