The latest changes in Google AdWords, Paid Search, and how PPC can be the key to almost unlimited scalability in terms of lead flow for your window treatment and/or awning business.

1. HOW TO MAXIMIZE YOUR LEAD FLOW
WITH PPC & GOOGLE ADS

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You’re About to Discover…
• What is PPC?
• How to structure your Pay-Per-Click marketing
campaign for minimum cost per lead & maximum
ROI
• Landing Pages
• Important KPIs & Tracking
• What’s Working Now?
• Why PPC is key to unlimited scalability in terms of
lead flow for your window treatment business
• Why Most PPC Campaigns FAIL

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Who Am I & Why Should You Listen to Me?

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The Digital Dominance Method

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The Digital Dominance Method

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Have you used PPC as part of
your lead generation in the past?

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Should PPC Be Part of My Overall
Internet Marketing Strategy?

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Biggest Impact on Lead Generation

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“Home Services” category
SEO = 3.4% average
PPC = .36% average

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This is Not About One vs Another

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Making PPC Work for Top Results

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The Digital Dominance Method

14. Yes! PPC Should Be Part of Your
Internet Marketing strategy
• Start showing up quickly
• Show up as often as possible
where your customers are looking
• Show up for non geo-modified
terms “shutters”, “drapery”,
“awning repair”, “canopies”, etc
• Unlimited scalability *
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* requires unlimited budget!

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PPC 101

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Lots of PPC Platforms
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17. GOOGLE ADS
(AdWords)

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Google Ad Types

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Search Ads = Most Common

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Search Ads = Most Common

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Custom Audiences

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Structuring Your PPC
Campaign

24. Top-level “categories” for each silo of your business
Brand Campaign
Generic Window Treatments
Hard Treatments
Soft Treatments
Upholstery
Repair
Commercial
Campaigns

25. Your campaign must be broken into smaller ad groups targeting
the various services that you provide so that your text ads match
what the person typed
Hard Treatments
•Blinds
•Shades
•Shutters
Upholstery
• Bedding
• Furniture
Soft Treatments
•Drapery/Curtain
•Swags
•Valances
AdGroups
Cleaning or Repair
•Commercial
•Hospitality
•Govt
•Residential
Commercial
•Restaurants
•Hospitality
•Gov’t
•Churches

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Ads

27. Broad Match
draperies
window treatments
draperies dallas
dallas drapery
Keyword Types – Broad Match

28. Broad Match
Modified Broad Match
Phrase Match
Exact Match
Keyword Types

29. Modified Broad Match
+draperies
+window treatments
+drapery
+Dallas +Draperies
+Drapery + Dallas
Keyword Types – Modified Broad Match

30. Phrase Match
“awnings Near Me”
“awnings in Dallas”
“Dallas awnings”
Keyword Types – Phrase Match

31. Exact Match
[Dallas drapery]
[awnings in Dallas]
Keyword Types – Exact Match

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Jobs
Careers
Association
Auto, Boat, etc
Negative Keywords

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Jobs
Careers
Car
Association
Auto
Etc
Negative Keywords
Cheap
Discount
Competitors?
Blinds
Home depot
Etc

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Misspelled Keywords

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Competitor Names

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Competitor Names

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Creating Compelling Ads

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Less is More

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Tell Them What You Want Them to Do

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Mention Special Offers

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Ad Scent

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One Decision

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Great Performing Ads

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Dynamic Keyword Replacement

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Ad Extensions

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Ad Extensions: Denver Window Treatments
Look at how
much more
space they
get vs the
competition!

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Landing Pages

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Landing Pages

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Website Landing Pages

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Website Landing Pages
• Home Page (generic searches only!)
• Product pages (match to AdGroup)
• Specials page (match to keywords)
• Blog articles (typically not purchase
based)
• City Pages (match by keyword or geo)
• Contact Us page (not a great customer
experience/no “courting”)

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Website Landing Pages
PROs
• More information
• They can look around
• Great for people in “research mode”
CONs
• More information/choices
• They can look around
• Difficult to test/many variables
• Potential lost opportunity (and budget)
due to distractions

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Squeeze Landing Pages

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Squeeze Landing Pages
• Product-specific
• Meant to do one thing
• Caters to “purchase mode”

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Squeeze Landing Pages
PROs
• “to the point”
• No distractions
• Only one way out
• Easy to test
• Great for people in “purchase mode”
CONs
• Less information
• They can’t look around

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Tracking Your Campaigns

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Step 1: Set Up Conversion Tracking

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Step 1: Set Up Conversion Tracking

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Step 1: Set Up Conversion Tracking

59. Don’t even think about
spending another penny till
you have conversion tracking
in place!
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Call Tracking

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Add Contact Tags

62. •Total Spend
•Average Cost Per Click
•Average Cost Per Lead (Calls, Web Forms, Chat)
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Most Important KPIs

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Most Important KPIs

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Biggest KPI? ROI

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What’s Working NOW?

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Maps Ads = Secret Weapon?

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Video/Pre-Roll/Retargeting

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Other PPC Platforms

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Other PPC Platforms

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Email Boomerang

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Unlimited Scalabilty

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Costs

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Costs

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Why Most PPC Campaigns
Fail

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Failure to Understand Auction Process

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Add Ads in One Bucket

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Add Ads in One Bucket
(great way to blast through a budget real fast!)

79. Ads Don’t Match Landing Page

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No “Obvious Next Step”

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Too Many Choices

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YourWebsite.com
window treatments
draperies
shutters
awnings
window coverings
canopies
blinds
Wrong Landing Page

83. • How much of my budget will go to Google AdWords spend vs. management fees
• What type of tracking will you be putting in place? Do you do AdWords Call & Web Form Conversion
tracking?
If you don’t have web & call conversion tracking that pulls into AdWords you will be at a
MAJOR disadvantage vs. the competition.
Will you delineate PPC calls vs. Organic Calls?
• How will we track our Key Performance Indicators (KPIs)?
Key Metric - Average cost per lead generated
• Will you be setting up specific landing pages for each Ad groups or will the traffic be directed to the
home page?
If you are driving traffic to landing pages how will those pages be optimized for conversion?
• Do you split-test test ads for each Ad group?
• Will you be leveraging all of the Ad extensions to make my text Ads stand out in the search results?
• What are our targets in terms of Cost Per Lead & Return On Investment (ROI)?
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Hiring a PPC Person?

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The Digital Dominance Method

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The Digital Dominance Method

86. What Questions Do You Have?

87. Thank You!
Let’s Talk Strategy!
WTMarketingPros.com/strategy