How to generate more qualified leads using PPC advertising

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Details on how to generate more qualified leads using Pay per Click advertising

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How to generate more qualified leads using PPC advertising

  1. 1. More Qualified Leads Using Pay-Per-Click ©2013 WSI. All rights reserved.
  2. 2. • All lines are muted • Submit questions via dashboard • Q&A session at end • Webinar is being recorded ©2013 WSI. All rights reserved.
  3. 3. PROFESSIONAL BACKGROUND • 11 years of Experience in the Digital Industry • Multi-million Dollar PPC Campaign Manager • Contributing Author of Various Publications • WSI Area Representative for Wisconsin, Minnesota, North Dakota, South Dakota, Iowa, USA • Certified by WSI, Acquisio MEMBER OF • Search Engine Marketing Professionals Organisation • Young Professionals of Racine, Technology Director
  4. 4. What This Webinar will Cover • How to determine what keywords to rank for • Understanding the difference between short tail and long tail keywords • How to laser target your keywords to specific audiences • Why your keywords, ad text and landing pages need to work in harmony • Using measurement reports to tweak campaign performance • Overview of Google’s Enhanced Campaign feature to better manage campaigns in today’s multi-device environment ©2013 WSI. All rights reserved.
  5. 5. Selecting Your Keywords • Put yourself in the shoes of your customer – What are your most popular products/services? – What phrases do your customers typically use to describe your products/services? – Check your competition • Try using the Google Keyword Tool to help out. – https://adwords.google.com/o/KeywordTool • Try spyfu.com for insight into competition ©2013 WSI. All rights reserved.
  6. 6. Selecting Your Keywords • Google keyword tool ©2013 WSI. All rights reserved.
  7. 7. Selecting Your Keywords • Spyfu.com for competition ©2013 WSI. All rights reserved.
  8. 8. Short Tail vs. Long Tail • Short tail keywords – – – – – Broad, general terms 1 or 2 word phrases Not very specific to your products or services Might have lots of search traffic Probably don’t convert very well • Long tail keywords – – – – 3 or more word phrases More specific to your business Might have less search traffic Probably convert better ©2013 WSI. All rights reserved.
  9. 9. Short Tail vs. Long Tail Source: http://www.gabehoggarth.com ©2013 WSI. All rights reserved.
  10. 10. Short Tail vs. Long Tail • Short tail examples – Car dealer – Loan – Insurance broker • Long tail examples – Chevy Tahoe for sale in GA – Low apr car loans – Florida boat insurance ©2013 WSI. All rights reserved.
  11. 11. Targeting Specific Audiences • Why are longer tail keywords generally better? – “car dealer” – “Chevy Tahoe in GA” ©2013 WSI. All rights reserved.
  12. 12. Targeting Specific Audiences • Why are longer tail keywords generally better? – “loans” – “low apr car loans” ©2013 WSI. All rights reserved.
  13. 13. Targeting Specific Audiences • Include address information in local searches – “car loan from bank in las vegas” ©2013 WSI. All rights reserved.
  14. 14. Landing Pages – Convert Traffic • “Car dealer” ©2013 WSI. All rights reserved.
  15. 15. Landing Pages – Convert Traffic • “Chevy Tahoe in GA” ©2013 WSI. All rights reserved.
  16. 16. Improve by Measuring Results • PPC ads do NOT cannibalize your organic traffic – PPC provides lift to your natural search listings – Don’t forget about the people who saw your paid search ad, didn’t click on it, but later went directly to your site as a result • Tools should be in place to measure and report on all traffic sources and attribute them to the proper channel ©2013 WSI. All rights reserved.
  17. 17. Improve by Measuring Results • Track ads and test new ads (A/B testing) ©2013 WSI. All rights reserved.
  18. 18. Improve by Measuring Results • Track keyword performance ©2013 WSI. All rights reserved.
  19. 19. Improve by Measuring Results • Track phone calls ©2013 WSI. All rights reserved.
  20. 20. Improve by Measuring Results • Poor use of call tracking ©2013 WSI. All rights reserved.
  21. 21. Improve by Measuring Results • Google call tracking report ©2013 WSI. All rights reserved.
  22. 22. Improve by Measuring Results • Advanced call tracking and recording ©2013 WSI. All rights reserved.
  23. 23. Leveraging Ads on All Devices • New Google Enhanced Campaigns – Powerful advertising tools for the multi-device world – Smarter ads optimized for varying user contexts – Advanced reports to measure new conversion types ©2013 WSI. All rights reserved.
  24. 24. Leveraging Ads on All Devices • Enhanced Campaigns: multi-device world ©2013 WSI. All rights reserved.
  25. 25. Leveraging Ads on All Devices • Enhanced Campaigns: smarter ads ©2013 WSI. All rights reserved.
  26. 26. PPC Campaign Success Person Answering the Phone Tracking Platform Keywords Influencing Factors Landing Pages A/B Testing Website & Other Online Properties Ad Copy Campaign Targeting SEO Rankings ©2013 WSI. All rights reserved.
  27. 27. • • • • Provide advanced digital marketing solutions Businesses of all sizes and industries World’s largest network of Internet Consultants Service more than 80 countries internationally • Industry winning solutions • Corporate head office in Toronto, Canada ©2013 WSI. All rights reserved.
  28. 28. ©2013 WSI. All rights reserved.

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