10 Tips to Generate High Quality Leads from Pay-Per-Click Advertising

Ways of the Web

Greg DiMedio, Interactive Communications Lead

CSG Interactive

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.

Which Search Engines?

What is Pay-Per-Click (PPC) ?

PPC Advertising

PPC Advertising

Organic Search

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

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.

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

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.

Use Geo-Targeting Wisely

City Metro

State Country

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.

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

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?

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.

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 & Lease Free Uniform Program Assessment www.UniformsToday.com

CASINO UNIFORMS AD GROUPcasino uniformscasino employee uniformsvegas casino clothingcasino 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.

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 UniformsEasy Lease & Purchase OptionsFree Uniform Program Assessment www.UniformsToday.com

Headline w/ Keyword

Benefit / Value

The Hook (promotion / offer)

Display URL

Anatomy of a great keyword ad

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.

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 UniformsEasy Lease & Purchase OptionsFree Uniform Program Assessment www.UniformsToday.com

Home Restaurant Uniforms

CasinoUniforms

HotelUniforms

Cost Savings Tip: You are rewarded for creating relevancy. On Google, costs go down and ad positions go higher.

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.

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.

Thank you

Contact info:

Greg DiMedio

412-512-3540