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

1. 10 Tips to Generate High Quality Leads
from Pay-Per-Click Advertising
Ways of the Web
Greg DiMedio, Interactive Communications Lead
CSG Interactive

2. Why Search Matters
• One in three Americans present queries on search engines
on a typical day.
• Only e-mail use outranks search engine use as an online
activity.
• According to a recent Jupiter Research report, Internet
users ranked Internet searching as their most important
online activity, awarding it a 9.1 on a 10-point scale. The
next most important activity ranked only 6.3.
• Consumers are ready for search engine “legitimized
marketing messages.” Impulses are strong and attitudes
are receptive.

4. Which Search Engines?

5. What is Pay-Per-Click (PPC) ?
PPC
Advertising
PPC
Advertising
Organic Search

6. Why Use Pay-Per-Click?
• It’s quick – small businesses can start driving traffic
immediately to a new or existing website
• It’s responsive – competitors can be challenged (regardless
of size)
• It’s affordable – clicks can literally cost pennies
• It’s scalable – scales easily to pressing sales and marketing
objectives
• 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

7. Top 10 Tips for 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.

8. 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 the
project
(2) Material Contractor is the secondary audience. She wants to buy at the
best price.
• Following architect specifications
• Not thinking so much about the brand; just needing materials
• Wanting quick contact information and to establish a relationship

9. Define Your Target Audiences
• Model the anticipated information foraging path of your
target audiences.
• Map out what they want, and determine where you want
them to go after they find it.

10. Use Geo-Targeting Wisely
City Metro
State Country

11. 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 Uniforms
Geo-targeting can be based on target markets, distribution areas, reseller
locations, franchisee markets, etc. Use it to reach the customers you want
and can support. Don’t waste money in an area that doesn’t benefit you.

12. Learn Your Customers’ Keywords
• Use a search engine marketing firm or online tools to
discover the keywords and queries users use to find you.
• For PPC, don’t get hung up on what you call your products
and services. It is more important to know your customers’
language and how they perceive your products or services.
What is this?
a) water heater
b) waterheater
c) hot water heater
d) hot water tank
e) all of the above

13. Learn Your Customers’ Keywords
What’s most relevant to my customers in market X?
a) water heater
b) waterheater
c) hot water heater
d) hot water tank
e) all of the above
Spend some time doing the “market research” that makes your PPC
Campaign smart and cost efficient. Try customer interviews or using a survey
tool like SurveyMonkey. Strive to be relevant in your markets.
See a trend here?

14. Buy Misspellings of Keywords
• You don’t want to optimize your website with misspelled
words. Paid search, however, lets you target misspelled
words.
Term Searches Misspelling of Term Searches
riveter 1,140 riviter 38
Accommodation 1,482,791 accomodation 461,033
Cost Per Click (CPC) is
lower for misspelled
words. They are
bargains and a great
way to generate more
leads for less dollars.

15. 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 Uniforms
Casino Clothing Sales & Lease
Free Uniform Program Assessment
www.UniformsToday.com
CASINO UNIFORMS AD GROUP
casino uniforms
casino employee uniforms
vegas casino clothing
casino clothing
Ad Group and Keywords Keyword Ad
Whenever possible, only put keywords in an ad group that can appear
in the ad. If you feel you’re stretching this rule too much, take keywords
out of an ad group and create another grouping with new ad copy.

16. Write Ads That Get the Clicks
• Make the ads about your customers’ needs—not just about
you 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 Uniforms
Easy Lease & Purchase Options
Free Uniform Program Assessment
www.UniformsToday.com
Headline w/ Keyword
Benefit / Value
The Hook (promotion / offer)
Display URL
Anatomy of a great keyword ad

17. Have Several Ads and Test
• Don’t put all of your eggs into one basket; have several ads
and test to see which one gets the better clickthrough rate.
• Have several ads rotate evenly for the first 40-50 clicks
before allowing the search engine to favor the more effective
ones.

18. Know Where You Are Sending Leads
• Each keyword ad has a destination URL—the place where
the user arrives after clicking.
• Don’t just send all leads to the website’s home page; use
unique landing pages that are more relevant to the ad
group.
Casino Employee Uniforms
Easy Lease & Purchase Options
Free Uniform Program Assessment
www.UniformsToday.com
Home
Restaurant
Uniforms
Casino
Uniforms
Hotel
Uniforms
Cost Savings Tip: You are rewarded for creating relevancy. On
Google, costs go down and ad positions go higher.

19. Measure Performance
• Get comfortable with three basic metrics:
– Impressions: The number of times an ad is displayed. This indicates
the popularity and volume of a keyword.
– Clicks: The number of times a user sees the ad and clicks on it. This
shows users who are taking action when seeing the ad.
– Clickthroughs: The number of clicks the ad receives divided by the
number of impressions. This shows relevance to the users and overall
effectiveness of the keyword.

20. 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 and
use negative keywords to sharpen groups (see below).
The key is knowing how to
measure performance and make
that data actionable.

21. Thank you
Contact info:
Greg DiMedio
412-512-3540