Paid traffic can be an instrumental tool in creating brand awareness at the national and regional level. At the local level businesses from services to storefronts can benefit. Please feel free to contact me, Jeffrey Poling, CEO of InstantLead Advantage for any questions on the benefits of paid traffic campaigns.

2. Agenda
I. What is Pay-per-click (PPC)?
II. 12 Steps to Effective use of ppc for your
business
I. “Must Know” tips and strategies

3. WHAT IS PAY-PER-CLICK
(PPC)?
act one

4. Pay-Per-Click = Search Advertising
Yahoo!/Bing NetworkGoogle adwords

5. You see them (almost) every time you search…

6. …just look towards the top and right

7. Multi-billion dollar industry
+ In 2013, search advertising reached $18.4
billion, 43% of all internet ad revenue

8. Top industries advertising online in 2013

9. Advantages of PPC advertising
+ Ads appear on relevant searches
+ Only pay when someone clicks
+ Easy-to-measure ROI
+ Most businesses report strong results

10. Levels the playing field
+ your small business shows up
on 1st page of google or bing
+ instant reach to massive
amount of qualified prospects
+ Skip the organic SEO waiting
game for rankings

11. 12 STEPS TO EFFECTIVE USE OF
PPC FOR YOUR BUSINESS
Act two

12. Step 1: Define a clear goal
+ Directly sell
products/services?
+ Generate new leads?
+ Build brand awareness?

13. Step 2: Research your competitors
+ How do they write their ads?
(copy, length, headline, etc.)
+ Pay attention to the ads that
show up over and over again
+ What keywords are they
targeting?

14. Step 2: Research your competitors

15. Step 3: Do keyword research
+ Discover exactly what people are searching for
+ Learn their preferred keywords
+ Find out how competitive and expensive keywords
are in your market
+ Find the most profitable keywords

16. Step 3: Do keyword research

17. Step 4: Choose your destination wisely
+ Decide where you are going
to send visitors click
+ Make sure destination is
consistent with ad message
+ Design it for conversion

18. Step 5: Create a high-converting ad
+ Know the best practices of
successful ads
+ Review your headline,
message, offer, destination
+ Differentiate your offer so it
stands out from other ads

19. Step 6: Add some local flavor
+ Proven to boost ROI
+ Use local slang (“wicked
smaht” for Boston]
+ Display local phone number
and/or street address

20. Step 7: Place the right bid
+ First NOT always be best
+ First position gets a lot of
junk clicks
+ Higher positions cost more
+ Position #3 or #4 often ideal

21. Step 8: Focus on profitable keywords
+ Determine the winning keyword phrases that get
results for you and your competitors
+ Focus on your “money” keywords and milk them
for as long as possible
+ Test new keywords regularly with a small portion
of your overall budget

22. Step 8: Focus on profitable keywords

23. Step 9: Measure your results
+ Use call tracking technology
+ Place Adwords Conversion
Tracking to all of your sites
+ Measure the entire
customer journey

24. Step 10: Focus on ROI, not costs
+ Stay committed to winning
campaigns that deliver positive roi
+ Measure your cost-per-lead and
cost per-customer
+ Don’t be penny-wise and pound
foolish & don’t fear competition

25. Step 11: Use remarketing
+ “Follow” your target audience
+ Show ads to users who’ve
previously visited your site
+ Your ads appear on major
websites that they visit
+ Keeps your brand top of mind

27. Step 12: Always split-test!
+ Continuously measure,
improve, and optimize
+ Test the most important
factors first
+ stop when you see gains of
10% or less – focus on the
big wins instead

28. “MUST KNOW” TIPS AND
STRATEGIES FOR 25% GAINS
Act three

29. Separate search & display
+ Search Network is what we
covered today
+ Display is totally different!
+ Requires different strategies
+ Very common mistake!

30. Separate mobile & desktop
+ Search on desktops is
original approach
+ Mobile is totally different!
+ Requires different strategies
+ Very common mistake!

31. Test dynamic keywords
+ Dynamic insertion of keyword into ad
+ Makes the ad more relevant
+ Allows you to have unlimited ads

32. Use ad extensions
+ Information you can add to your ad
+ Makes the ad stand out
+ Dramatic increase in response

33. Monitor conversions
+ Where are your buyers located?
+ What time of day are they converting versus
window shopping?
+ Some businesses have dramatic differences
+ Cull where your ROI is low

34. Test outside of Google!
+ Other networks can be
great
+ Smaller but less competitive
+ Often large increase in ROI
vs Google due to decreased

35. Questions?

36. Complimentary PPC Audit
($997 Value)
Limited to the first 3 to respond