10 Tips to Generate High Quality Leadsfrom Pay-Per-Click AdvertisingWays of the WebGreg DiMedio, Interactive Communication...
Why Search Matters• One in three Americans present queries on search engineson a typical day.• Only e-mail use outranks se...
Which Search Engines?
What is Pay-Per-Click (PPC) ?PPCAdvertisingPPCAdvertisingOrganic Search
Why Use Pay-Per-Click?• It’s quick – small businesses can start driving trafficimmediately to a new or existing website• I...
Top 10 Tips for PPC Advertising1. Define your target audiences.2. Use Geo-targeting wisely.3. Learn your customers keyword...
Define Your Target Audiences• Spend time at the start analyzing your target audiences.Questions to ask:– Who are we trying...
Define Your Target Audiences• Model the anticipated information foraging path of yourtarget audiences.• Map out what they ...
Use Geo-Targeting WiselyCity MetroState Country
Use Geo-Targeting Wisely• Campaign 1: Casino employee uniforms– Nevada (state)– Las Vegas (metro)– Atlantic City (city)– R...
Learn Your Customers’ Keywords• Use a search engine marketing firm or online tools todiscover the keywords and queries use...
Learn Your Customers’ KeywordsWhat’s most relevant to my customers in market X?a) water heaterb) waterheaterc) hot water h...
Buy Misspellings of Keywords• You don’t want to optimize your website with misspelledwords. Paid search, however, lets you...
Put Keywords into Focused Ad Groups• Organize your keywords into smart ad groups.• Use ad groups to sharpen messages and c...
Write Ads That Get the Clicks• Make the ads about your customers’ needs—not just aboutyou or your business.• Think careful...
Have Several Ads and Test• Don’t put all of your eggs into one basket; have several adsand test to see which one gets the ...
Know Where You Are Sending Leads• Each keyword ad has a destination URL—the place wherethe user arrives after clicking.• D...
Measure Performance• Get comfortable with three basic metrics:– Impressions: The number of times an ad is displayed. This ...
Manage Campaigns Aggressively• Review keyword and ad group performance frequently.• Adjust keyword ads and build on copy t...
Thank youContact info:Greg DiMedio412-512-3540
10 Tips to Generate High Quality Leads from PPC Advertising
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10 Tips to Generate High Quality Leads from PPC Advertising

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Top Ten Tips for Effective PPC Advertising
1. Define your target audiences.
2. Use Geo-targeting wisely.
3. Learn your customers' keywords.
4. Buy misspellings of keywords.
5. Put keywords into focused ad groups.
6. Write ads that get the clicks.
7. Have several keyword ads and test.
8. Know where you are sending leads.
9. Measure performance.
10. Manage campaigns aggressively

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  • CAVEATS: these numbers are not statistically significant, but indicators of trends that we observed. the quotes refer to general problems with finding information on legal sites, unless otherwise indicated
  • 10 Tips to Generate High Quality Leads from PPC Advertising

    1. 1. 10 Tips to Generate High Quality Leadsfrom Pay-Per-Click AdvertisingWays of the WebGreg DiMedio, Interactive Communications LeadCSG Interactive
    2. 2. Why Search Matters• One in three Americans present queries on search engineson a typical day.• Only e-mail use outranks search engine use as an onlineactivity.• According to a recent Jupiter Research report, Internetusers ranked Internet searching as their most importantonline activity, awarding it a 9.1 on a 10-point scale. Thenext most important activity ranked only 6.3.• Consumers are ready for search engine “legitimizedmarketing messages.” Impulses are strong and attitudesare receptive.
    3. 3. Which Search Engines?
    4. 4. What is Pay-Per-Click (PPC) ?PPCAdvertisingPPCAdvertisingOrganic Search
    5. 5. Why Use Pay-Per-Click?• It’s quick – small businesses can start driving trafficimmediately to a new or existing website• It’s responsive – competitors can be challenged (regardlessof size)• It’s affordable – clicks can literally cost pennies• It’s scalable – scales easily to pressing sales and marketingobjectives• It’s flexible and controllable – adjusts geography, day parts,ad costs, and additional ad networks with simple controls• It’s measurable – See performance quickly and precisely
    6. 6. Top 10 Tips for PPC Advertising1. Define your target audiences.2. Use Geo-targeting wisely.3. Learn your customers keywords.4. Buy misspellings of keywords.5. Put keywords into focused ad groups.6. Write ads that get the clicks.7. Have several keyword ads and test.8. Know where you are sending leads.9. Measure performance.10. Manage campaigns aggressively.
    7. 7. Define Your Target Audiences• Spend time at the start analyzing your target audiences.Questions to ask:– Who are we trying to reach through search?– Why are we trying to reach them?– What are they looking for?– What do we want them to do when they get to the site?AUDIENCES(1) Architect is the primary audience. He wants to spec out niche products.• Looking for unique products with a trusted name• Needing to have three suppliers in the specifications• Wanting technical data to enable designs and build a vision for theproject(2) Material Contractor is the secondary audience. She wants to buy at thebest price.• Following architect specifications• Not thinking so much about the brand; just needing materials• Wanting quick contact information and to establish a relationship
    8. 8. Define Your Target Audiences• Model the anticipated information foraging path of yourtarget audiences.• Map out what they want, and determine where you wantthem to go after they find it.
    9. 9. Use Geo-Targeting WiselyCity MetroState Country
    10. 10. Use Geo-Targeting Wisely• Campaign 1: Casino employee uniforms– Nevada (state)– Las Vegas (metro)– Atlantic City (city)– Reno, NV (city)• Campaign 2: Restaurant uniforms– United States (country)Hospitality Industry UniformsGeo-targeting can be based on target markets, distribution areas, resellerlocations, franchisee markets, etc. Use it to reach the customers you wantand can support. Don’t waste money in an area that doesn’t benefit you.
    11. 11. Learn Your Customers’ Keywords• Use a search engine marketing firm or online tools todiscover the keywords and queries users use to find you.• For PPC, don’t get hung up on what you call your productsand services. It is more important to know your customers’language and how they perceive your products or services.What is this?a) water heaterb) waterheaterc) hot water heaterd) hot water tanke) all of the above
    12. 12. Learn Your Customers’ KeywordsWhat’s most relevant to my customers in market X?a) water heaterb) waterheaterc) hot water heaterd) hot water tanke) all of the aboveSpend some time doing the “market research” that makes your PPCCampaign smart and cost efficient. Try customer interviews or using a surveytool like SurveyMonkey. Strive to be relevant in your markets.See a trend here?
    13. 13. Buy Misspellings of Keywords• You don’t want to optimize your website with misspelledwords. Paid search, however, lets you target misspelledwords.Term Searches Misspelling of Term Searchesriveter 1,140 riviter 38Accommodation 1,482,791 accomodation 461,033Cost Per Click (CPC) islower for misspelledwords. They arebargains and a greatway to generate moreleads for less dollars.
    14. 14. Put Keywords into Focused Ad Groups• Organize your keywords into smart ad groups.• Use ad groups to sharpen messages and control relevancy.Speak directly to the topic and info seekers.Casino Employee UniformsCasino Clothing Sales & LeaseFree Uniform Program Assessmentwww.UniformsToday.comCASINO UNIFORMS AD GROUPcasino uniformscasino employee uniformsvegas casino clothingcasino clothingAd Group and Keywords Keyword AdWhenever possible, only put keywords in an ad group that can appearin the ad. If you feel you’re stretching this rule too much, take keywordsout of an ad group and create another grouping with new ad copy.
    15. 15. Write Ads That Get the Clicks• Make the ads about your customers’ needs—not just aboutyou or your business.• Think carefully about what encourages that click.– What are your unique selling propositions?– Are there any promotions / sales?– What piques the interest of a potential customer looking for you?• Work with a vendor or good copywriter and compose short,terse, and persuasive ads.Casino Employee UniformsEasy Lease & Purchase OptionsFree Uniform Program Assessmentwww.UniformsToday.comHeadline w/ KeywordBenefit / ValueThe Hook (promotion / offer)Display URLAnatomy of a great keyword ad
    16. 16. Have Several Ads and Test• Don’t put all of your eggs into one basket; have several adsand test to see which one gets the better clickthrough rate.• Have several ads rotate evenly for the first 40-50 clicksbefore allowing the search engine to favor the more effectiveones.
    17. 17. Know Where You Are Sending Leads• Each keyword ad has a destination URL—the place wherethe user arrives after clicking.• Don’t just send all leads to the website’s home page; useunique landing pages that are more relevant to the adgroup.Casino Employee UniformsEasy Lease & Purchase OptionsFree Uniform Program Assessmentwww.UniformsToday.comHomeRestaurantUniformsCasinoUniformsHotelUniformsCost Savings Tip: You are rewarded for creating relevancy. OnGoogle, costs go down and ad positions go higher.
    18. 18. Measure Performance• Get comfortable with three basic metrics:– Impressions: The number of times an ad is displayed. This indicatesthe popularity and volume of a keyword.– Clicks: The number of times a user sees the ad and clicks on it. Thisshows users who are taking action when seeing the ad.– Clickthroughs: The number of clicks the ad receives divided by thenumber of impressions. This shows relevance to the users and overalleffectiveness of the keyword.
    19. 19. Manage Campaigns Aggressively• Review keyword and ad group performance frequently.• Adjust keyword ads and build on copy that works.• Find keywords that are underperforming and delete them.• Continue to refine keyword lists with further research anduse negative keywords to sharpen groups (see below).The key is knowing how tomeasure performance and makethat data actionable.
    20. 20. Thank youContact info:Greg DiMedio412-512-3540

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