Understanding paid search terminology and account structure

- [Narrator] Paid search marketing…is one of the most effective and economic methods…of driving new business.…It can be confusing to set up…but I'll walk you through…how a paid search campaign is structured.…Advertising with paid search…starts with creating a campaign.…This is the container where your different ads…and their target audiences are organized.…In the campaign settings, you manage your settings,…budgets, and options.…The next step is to determine…how and where people will see your ads.…

A display campaign allows you to run many types of ads…on a display network.…A paid search campaign will reach searchers with text ads.…The next step is establishing goals for the campaign.…Typically there are three goals of any campaign.…The first is to get sales.…For e-commerce, product sales, or direct offers,…this goal is for campaigns that drive to a transaction…as the final goal.…

Second, gain leads.…For many business to business companies…or those that have a long sales process,…it starts with getting leads.…Third, to drive visitors to your website.…