Join Elizabeth Marsten for an in-depth discussion in this video Setting up your account structure, part of Pay-Per-Click Fundamentals.
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…Account structure is really important to PPC success.…A well organized account not only makes it easier for you…to find things and act upon them, but performs better too.…Tightly themed ad groups and campaigns make it easier for you to…add and subtract keywords, write ad text, and spend budget more efficiently.…So let's start at the beginning.…AdWords and Bing accounts are structured very similarly.…And yes, there's going to be a bit of vocabulary being thrown around.…So here's a map to follow along with, as…it's crucial that you understand how an account is structured.…First, campaign, then the ad groups, then…the ads, keywords, and then the negative keywords.…
So let's walk through this.…The top level, or the account.…This is where everything lives.…It's also where you set your billing…information, your billing address, and your time zone.…Campaign is often where the settings are for geography, time of day,…daily budget, and where the ads will show on the search engine networks.…Ad groups house the keyword list and ads.…
- 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