Chapter 11

Helping Buyers Find You with Pay-Per-Click Ads

In This Chapter

arrow Understanding and leveraging Google AdWords

arrow Writing ad copy that compels and converts leads

arrow Creating your first ad with Google AdWords

arrow Measuring your ad performance over time

Pay-per-click (PPC) advertising is a highly effective form of lead generation that leverages online ads on a variety of websites, including search engines. For a PPC ad, an advertiser pays only if a visitor clicks on the ad. PPC ads are typically highly targeted using demographic and search criteria. Some PPC ads can also be behavioral, appearing on various websites that a lead visits after he leaves your page.

In today’s noisy, multichannel world, PPC ads help your brand be seen across multiple channels including search and other websites. Wherever your lead goes, you go! Plus, if you aren’t yet appearing on the first page of Google, PPC ads can help you be seen by your target audience, as paid advertising appears on the first page of results.

Getting Started

In this section, I focus primarily on search engine PPC ads because they are ...

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