This document provides tips for maximizing return on investment from Google AdWords. It recommends using landing pages tailored for different marketing channels to increase conversion rates. Specific features discussed include ad extensions, analytics integration, geo-targeting, remarketing, call metrics, boost ads, ad serving, and location targeting controls. Remarketing is noted to have questionable ROI but good brand awareness. The document encourages reviewing AdWords opportunities with a critical eye, as Google's recommendations may prioritize its own profits over maximizing customer returns.

1. Google AdWords Maximize your PPC ROI ASAP

2. #1 tip? Landing Pages Are you landing a majority of your PPCs on your homepage? WHY? If a landing page increased your conversion rate a FRACTION of a percent, isn't it worth it? Repurpose your landing pages with social media and email marketing landings Go one step further and build Landing Pages that will actually rank organically - check out this article for tips and tricks http://goo.gl/dYzNN

3. Which Test Won? Version A Version B http://whichtestwon.com/archives/8148

4. Features You SHOULD be using Ad Extensions Analytics Integration GeoTargeting REMARKETING! (ROI questionable = brand awareness = awesome) Opportunities Call Metrics ($1 per call - you decide if that's worth it) Boost Ads (purchased from local biz listing) Ad Serving Location Targeting Controls

5. Ad Extensions Add address, phone number or Sitelinks to your ppc ads

6. GeoTargeting Same Principle as Segmentation with email marketing Drive to market vs. fly to market Short booking window vs. long Coordinate deals w/ airfare deals & target departure airport – for example: If Charlotte is your closest airport- run a lodging deal that piggybacks on this flight deal and target it to Boston.

7. Remarketing Legal Ad Stalking – Not a lot of ROI – but great Brand Awareness. Can pick placements or open up to network

8. AdWords Opportunities Review but don’t take as gospel – remember! Google is a FOR PROFIT company.

9. Call Metrics 1) Call metrics is currently only available to a limited number of customers in the US market. 2) Custom phone numbers used with call metrics are a property of Google and may be discontinued or reassigned as needed. 3) If you have caller ID, it will work as usual. Just as with Google Voice, the number of the caller will be displayed to you, even though the call is being routed through Google. 4) Call activity currently does not factor into your Ad Rank or Quality Score. This may change in the future. If you don’t have the option – but want it – fill out this form: https://services.google.com/fb/forms/adinnovationscallmetrics/

10. Location Targeting Controls Brand New Feature rolling out – not available to very many but be ready for it Allows you to Target searcher’s physical location AND/OR their search intent location Allows you to DISALLOW searchers based on a searcher’s physical location or physical location & search intent.