• PPC Hero, Friday, May 22, 2009 2:45 PM

Successful campaigns generate leads, but bringing in customers first requires knowing how to find them. Andrew, who has written on this topic in the past, suggests using ads not just as a way to bring users to your site, but as a filter. For starters, make sure ads communicate the type of customers the products benefit.

Rather than concentrate on attracting "the maximum possible eyeballs," focus on getting "high-value" customers to the site. These are potential customers who already know about the products and services, but need an extra push to convert from looking to sales. Andrew suggests well-targeted keywords and a well-structured campaign.

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