Google Pay Per Click advertising is a great tool for building brand awareness and generating leads online. It can be a bit of a complicated process for some, so it’s important to have a good foundation in the fundamentals of maximizing your PPC performance. 

There are four things you should be doing for your PPC to reach its full potential.

1.) Organize keywords to target niche prospect groups

The difference between an ignored ad and an effective ad is its relevance. An ad for jewelry gets ignored when in the search results of someone searching for remodeling services. The way you can make your ad the most relevant to prospects is by separating them according to the keywords they target and organizing them into groups.

The more thoroughly you organize your keywords, the more specificity you can use when creating your ad. That means your ads appear as if they are made specifically for the prospect, because they are.

Organizing your keywords does two things for your PPC:

1.) It makes your ads more relevant to prospects.

2.) It increases your click-through rate.

These are the exact factors that also give you a high quality score for your ads. A high quality score gets you better ad locations on websites and better ranking for search ads. It also gives you a lower cost per click for your ads. Google is rating your ad on how helpful it is to your prospect, based on its relevance and click-through rate.

2.) Create consistency throughout your PPC process

The PPC process is three steps: 1) Grab prospects’ attention with a relevant ad. 2) Direct them to a landing page that elaborates on what the ad offers. 3) Present a special offer as an incentive for prospects to fill out a contact form.

From your ad to your offer, your PPC marketing message and design should feel continuous and cohesive. It shouldn’t feel like three steps. If your landing page looks different than the image ad that attracted the prospect, the user will experience a disconnect.

You should simply build upon each step to build trust throughout the process, ultimately leading to the prospect filling out your contact form. That’s how you turn them into a lead for you to follow up with using your ongoing marketing methods.

3.) Optimize ads for phone responses

For most businesses, phone responses are a more valuable lead than the kind you get from contact forms, so it’s a great idea to optimize your ads to generate these calls. There are two ways to do this:

1) Make sure your number is displayed in all images and text ads.

2) Adjust your display times to only show ads when you’re in the office. This gives you the opportunity to get those calls and make the most of them when you’re open for business. Your phone responses don’t cost you anything. You only pay for clicks.

4.) Use ad extensions

PPC ads have a small character limit, but luckily Google offers Ad Extensions. These give you the ability to present important marketing information without adding to your character limit.

Six extensions they offer:

1.) Location Extension: Helps prospects find your office.

2.) Product Extension: Shows pictures and prices of your products.

3.) SiteLink Extension: Presents multiple pages from your website simultaneously.

4.) Phone Number Extension: Adds a click-to-call number beneath your ad.

5.) Social Media Extension: Shows how many +1s your Google Plus page has.

6.) Seller Rating Extension: Shows the rating your customers have given your company. Google only shows it if it’s four or fivestars.

Make sure you are taking advantage of every opportunity to improve your PPC efficacy. You’ll see the difference in your sales numbers.

Get Pay-Per-Click targeting options that get you more quality leads by going to

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I have spent the last 15 years testing, tracking and tweaking my marketing plan to try to get the absolute best results for my business. In 1998, it was just me with a phone and a computer. Today, I have more than 200 employees and bring in more than $40 million in revenue annually.

I don’t say this to toot my own horn but just to give you confidence that what follows is legitimate.

There are just four things that you need to do in order to build the ultimate direct mail marketing system. This is a marketing system that continually generates leads and turns them into loyal customers. Best of all? The end result is that it enables your business to steadily and sustainably grow — along with your bottom line.

Step 1: Use direct mail.

This effectively generates leads to fuel your marketing growth.

In addition to using targeted mailing lists to reach out to prospects, a truly complete marketing system is dual-focused. It doesn’t just focus on new clients. You have to continue to build the loyalty of your current clients as well.

Marketing to both prospective and current clients is the best way to create sustainable growth. This allows you to simultaneously build your brand recognition and your brand loyalty.

Step 2. Track your mailings.

This is how you prepare yourself for success.

When your direct mail reaches your prospects’ mailboxes, the calls and Web visits will start to come in. You need to be ready for that. You can’t get the best return for your investment in a mailing if you don’t put yourself in prime position to convert every lead generated. Luckily, you can do this by tracking your postcards or mail. Your mail house should offer this to you.

Step 3. Develop a follow-up system.

This gives you a form of hassle-free review to get the most out of every lead.

A majority of your prospects will visit your website before they call your office. So once you’re prepared to handle your in-office response, you have to do the same for your online presence. Without a system in place to follow up with these prospects, your leads will likely slip away.

I’ve found that a wonderful online resource for this is Google Remarketing. It provides you automatic targeted follow-up with prospects that visit your website.

Step 4. Track your response.

This is how you empower yourself to continually improve your results. Call tracking is the way to do it.

Using a unique routing phone number on your mailing, call tracking allows you to track the response that each campaign achieves. You can also experiment with design or message changes to optimize your marketing response.

This technology records your calls so you can quality-check your reception process and sales tactics. Lastly, it gives you all the data and resources you need to continually analyze and improve your marketing results.

When you are building your company’s marketing system, be sure to include all four of these components. Once you do, your marketing will be on track to help you drive your desired results and fuel your growth. ?

Joy Gendusa is the owner and CEO of direct mail marketing firm, PostcardMania. She originally started PostcardMania in 1998. The company now employs more than 200 people and has more than 53,000 customers in more than 350 industries. Visit for more information. Find her on Google+.

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