Pay-Per-Click Fundamentals
Illustration by Richard Downs
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What is pay-per-click (PPC) marketing?


From:

Pay-Per-Click Fundamentals

with Elizabeth Marsten

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Video: What is pay-per-click (PPC) marketing?

Pay per click goes by several different names, including acronyms like SEM, paid search, pay-per-click marketing, CPC or cost per click. For the purposes of this tutorial, we'll be referring to it as PPC, or pay per click marketing. All of these names, refer to the practice of an ad being placed, and an advertiser being charged, on a per click basis, by the hosting search engine or site that then, takes the user to the desired location, like the advertiser's site. Advertisers are able to use the self serve platform, to buy keywords, that relate to their products and services, in an attempt that when a user comes to google.com or bing.com, and types in a query, that is either close or exactly a match to the keyword, that their ad will display, causing an impression.
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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
Subject:
Marketing
Software:
Google AdWords Bing Ads
Author:
Elizabeth Marsten

What is pay-per-click (PPC) marketing?

Pay per click goes by several different names, including acronyms like SEM, paid search, pay-per-click marketing, CPC or cost per click. For the purposes of this tutorial, we'll be referring to it as PPC, or pay per click marketing. All of these names, refer to the practice of an ad being placed, and an advertiser being charged, on a per click basis, by the hosting search engine or site that then, takes the user to the desired location, like the advertiser's site. Advertisers are able to use the self serve platform, to buy keywords, that relate to their products and services, in an attempt that when a user comes to google.com or bing.com, and types in a query, that is either close or exactly a match to the keyword, that their ad will display, causing an impression.

Impressions do not incur a charge through AdWords. It only costs the advertiser if the user clicks on the ad, causing the CPC or cost per click to occur, at a price that is determined both by AdWords and the advertiser. AdWords is an auction-based system, that calculates the price of a click, based on the industry, competition, quality score, and the maximum CPC or cost per click, set by the advertiser for that keyword, on a per query basis. This means that there is a lot going on, every time a person performs a search, as all advertisers that qualify for that auction are considered in fractions of a section, as to which will display ads, what versions of the ad and in what order or position, on the Google search as well as what they will pay should their ad be clicked upon.

At it's base nature, PPC is pretty straight forward. Choose keywords, write ads, tell AdWords what the maximum is that, you're willing to pay for that click on your ads, and off you go. However, it's far more complicated than that when you start to drill down into which key words to bid on, what to write in an ad, and how to set up your AdWords account, to maximize the potential of those ads and keywords. And how you can use the performance matrix provided, to improve your performance overall, no matter what your goal may be. Google AdWords is not the only PPC platform in town. It's just the biggest, as it has the most traffic. Other platforms include, Bing Ads, which show ads on the bing.com and yahoo.com sites, as well as independent display and content networks that show ads on sites that have partnered with them, for displaying ads.

For this series, we'll be focusing on the Google AdWords and Bing Ads platforms.

There are currently no FAQs about Pay-Per-Click Fundamentals.

 
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