Receive an overview of paid search terminology and basic campaign 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.…
Author
Released
12/19/2018- Performing keyword research for SEO
- Building links
- Managing and measuring SEO campaigns
- SEO for local business
- Targeting, matching, and bidding on keywords for paid search advertising
- Writing compelling paid search ads
- Developing content that target specific audiences
- Using influencers for content marketing
- Investing in an email marketing lists
- Designing an email with a strong call to action
- Developing a social media marketing strategy
- Advertising on social media
- Engaging mobile users
- Designing for conversion
- Using landing pages to sell
- Copywriting tips
- Collecting analytics data
- Automating marketing
- Developing customer loyalty
Skill Level Beginner
Duration
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Introduction
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1. Search Engine Optimization (SEO)
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Performing keyword research3m 14s
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Grasping the basics of SEO3m 30s
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Encountering SEO obstacles3m 58s
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Managing SEO campaigns3m 48s
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Reporting SEO measurement3m 29s
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2. PPC: Paid Search Advertising
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Targeting keywords4m 11s
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Matching keywords5m 1s
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3. Content Marketing
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Utilizing influencers3m 32s
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4. Email Marketing
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Investing in your list3m 29s
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Segmenting your list2m 27s
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Defining and fighting spam4m 18s
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5. Social Media
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Advertising on social media4m 16s
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6. Mobile Marketing
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Engaging mobile users3m 48s
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Pushing mobile campaigns3m 51s
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Targeting mobile ads2m 27s
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7. Conversion
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Testing for improvement2m 45s
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Developing heuristics3m 36s
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Using landing pages to sell3m 14s
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Designing for conversion3m 54s
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Copywriting for results3m 50s
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8. Analytics
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Collecting analytics data2m 57s
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Defining goals and KPIs2m 23s
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9. Marketing Automation
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Centralizing data in the CRM3m 47s
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Conclusion
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Next steps1m 31s
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Video: Understanding paid search terminology and account structure