The document provides tips for improving return on investment from paid search campaigns, including targeting keywords and audiences more precisely, refining creatives, and optimizing bids based on audience intelligence insights. It recommends digging deeper into data on what audiences do, how they feel, and desired business outcomes in order to improve campaigns. The key takeaways are to be creative with ad copy, leverage audience data, and consider customers' perspectives.

2. The Web Is Changing Peoples Lives

3. Cost Per Monk? Well, I turned to The Web. I think I typed in something like ‘retreat’ and ‘religious vocation’. Top of the list was “The Monastery” website. And so I began to feel that God might be calling me to the priesthood. I felt I really needed to talk to someone, but I had no idea who to turn to. If it hadn’t been for THE INTERNET... I would probably still be a software engineer!

4. Demographic Targeting

5. Audience Intelligence: “bleach” They Wanted They Got

7. Sony

8. 35-50 Year Old Males

9. Sony Bravia 42” TV

11. 3 Take Aways!

13. Source: © 2005 Microsoft Corporation. All rights reserved. This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.