Pay-Per-Click Fundamentals
Illustration by Richard Downs

Pay-Per-Click Fundamentals

with Elizabeth Marsten

Video: Using Google's Display Network

The Google Display Network is a network of millions By default, when you create a new campaign It is not uncommon for a search network They behave very differently with searchers, and Remember, you need to be catchy in your text and images.
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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
Google AdWords Bing Ads
Elizabeth Marsten

Using Google's Display Network

The Google Display Network is a network of millions of websites that show Google AdWord's ads on their sites. There are a myriad of ways to utilize the display network. And for advertisers brand new to PPC, I recommend holding off on playing with it until you're comfortable with the search network. The difference between the search and display network is that a search impression is considered when someone types a specific query or keyword into a search box and the displayed results are the search results. Whereas, a display network impression is when the ad appears alongside content on a website, targeted by the advertiser, based on keywords or content on the page, the specific site URL behavior, for example, the person has been at the site before or demographics like gender or age.

Here's an example of a display ad appearing in between content on a page that belongs to the Google Display Network. By default, when you create a new campaign in AdWords, the search and display networks are selected. That's where your ad will display in the settings. You want to change this for each and every new campaign as you will never want to target both search and display within the same campaign. Why? For starters, a search target campaign is a much more targeted user. This is a person that deliberately typed into a search box for something and will have more relevant results and less impressions than a display campaign.

Additionally, quality score for the search and display networks are calculated very differently. And it can very much cloud your statistics to mix and match though. The display network on average will also have a much higher impression rate, and a lower CTR when compared to search, and it can really throw off for judgement when determining what is successful and what is not. It is not uncommon for a search network campaign to have an average CTR of 2% higher. And a display network campaign to be lower than 0.5%, and still be considered good. They behave very differently with searchers, and should be targeted separately as a result.

We'll walk through the myriad of options available through the display network next, and you'll begin to see why you would want to keep them separate. And also, why you might want to wait before dipping your toes into the water. Here you can see that this single ad group generated a million impressions in under a month on the display network, but garnered a 0.59 CTR. For the display network, this should be considered good. So, some of my cardinal rules when it comes to running a display campaign. Don't forget to utilize negative keywords like you can do in search. You can add negative sites the same way you add keywords, for example, which has a tendency to generate a lot of impressions.

Remember, you need to be catchy in your text and images. You're appearing on a page of content and trying to get the user's attention. Impressions and spend rate is much faster than search, so do not set it and forget it. Check it more often than search. And then, be constantly cleaning out sites or keywords that aren't performing. The same grammar and editorial guidelines apply as they did for the text ads on the search network. Set a daily budget that you're comfortable with and won't give you a heart attack if it gets spent. Do not select four different kinds of targeting or types of ads within the same ad groups. You won't be able to tell what is influencing what and what is working and what is not.

As I stated earlier, the display network has a multitude of options in which to use including text ads, video ads, and image banner ads. The text ads are created within the AdWord's interface the same way the search text ads are. Banner or video ads, provided they fall under editorial size and file type regulations, can be uploaded into the user interface and utilized if there are any campaign. However, if you don't have a banner ad or ability to create one, there is a Display Ad Builder tool in AdWords that is free and has many templates you can choose from including some that allow you to upload logos for product images.

Additionally, you can set the ad type as Mobile, if you'd like your display ad shown on mobile devices. There are a lot of options when it comes to the Display Network. In summary, here are some of the display targeting options. One is keyword-based. Content includes the keyword specified somewhere on the page. URL specific replacements. This is where you choose specific sites, either that you've had in mind already, or through the site planner tool, that you might use to help you choose additional sites. Demographics, including gender and age, male or female, or by age groups, either including or excluding.

Interest categories. These are categories that Google has deemed that the user is interested in, based on their previous search and browsing history. And topics. These are categories that the site owner has classified their site under. And then, of course, one big one, which is remarketing. This is a very cool feature for advertisers. If someone comes to your site, you can tag them and place them in a pool. But it does require a bit of code be placed on the pages you determine. Which you can then segment into audiences. Say, for example, people who abandon a cart or visited a page, exclude those that have bought from you before, choose a number of days or lag time to remarket to them or not, and then show them ads via the Display Network to try and entice them to return.

For this tutorial, we will not be going in depth into the remarketing process and procedures, but there are a lot of tutorials and help center articles available on the feature from Google. For now, let's walk through the creation of a display campaign for a keyword based text ad. So, open up your Google AdWords account, and here, click the Campaign button, for new campaign. We're going to select display number only. We're going to name our campaign, with the word display in it, just in case, so that we can see it at a glance and go ahead and leave all features selected. From here, we're going to go ahead and leave devices as it is.

Select out location as the United States. because we don't ship to Manitoga. Leave our language to English. And go ahead and leave our bid strategy which is set from our other campaigns on focus on clicks or manual bidding, which means that we're going to set the bid. For our budget, we're going to just go ahead and go with $10 a day. Add extensions, we're not going to bother with at this time. And we don't need any of these additional advanced settings. So, let's go ahead and save and continue. Now we're going to name our ad group. I'm going to go ahead and name it Dog Collars Display as well, just so it matches.

And our default bid, let's just start with a dollar. For this case, we're actually going to do display keywords. As you can see, there are additional options in interests and remarketing which we just talked about, as well as using a different targeting method. For the purposes of this tutorial, we're going to base this just on a few keywords. So, I'm going to go with dog collars. Large dog collars. And collars for dogs. From here, we could do additional keyword research and find more keywords or just simply add these keywords. Now, let's go ahead and save and continue. Now, it is asking us to create our ad. You can create several ads here and, as we talked about earlier, we could do an image ad, a text ad or use the display ad builder which is the free tool that you can upload logos and product images to to build banner images within the AdWords interface.

For today, we're just going to focus on our text ad, and because it is on the display network we want to make sure that we make the ad text just a little bit more catchy so that it will stand out amongst content on a page. And let's not forget our free shipping offer as well. In this case, we can choose Mobile indicating that we prefer mobile devices. But in this case, we do not, as I don't believe that my dog collars will sell any better on a mobile device than on a desktop. Here's an example of what my text ad is going to look like, I can create another ad from here, or I can go ahead and say Done. Great, I'm going to go ahead and save these ads and my Display Network Campaign is ready to go.

As you've seen, the Google display network offers a wide range of targeting options that should be approached with caution because of their complexity and ability to spend budget faster than you might like. We just walked through a single facet of utilizing this network. It's a very powerful tool, once you get the hang of it. When you are comfortable with the search network I highly recommend coming back and checking these options out.

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