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I often hear from direct mail users that they want to understand how to best integrate Google Pay Per Click marketing (PPC) with their direct mail, so this is the second article in a three-part series where I'll break it down for you and show you how to do just that!

· Part I: A quick overview of what AdWords is and how it works
· Part II: How to create ads and target your audience
· Part III: How to integrate your PPC with direct mail in a way that WORKS

Ready? Let's go!

5 Tips to Create PPC Ads and Target Your Audience

So in the first part of this series, we covered the basics of AdWords for those just entering the PPC fray. But if you wade in armed with only the basics, you're in for an uphill battle. Here are 5 tips to getting the most out of PPC campaigns:

1. Make Ads Relevant to Keywords
Google gives all PPC ads a "relevancy" score that helps them rank where ads should appear on the page. So while your bid is important, it's only one factor. Let's face it: Google only makes money if people click on ads. SO, they want the BEST ads at the top. If I were them, that's what I would want to.

"Relevancy" is a mash-up of different factors. The big ones are: 1) the wording of your ad, and 2) whether people like the content you take them to. Google has an in-depth article on how to increase the relevancy of your ads, but here's what you need to know:

· Get specific - If you have more than one product, create an "ad group" (group of keywords to target) for each product. To borrow Google's example, a grocery store would be better off running separate ads for "cookies" and "cereal" and "milk" than one ad for "food." Specificity increases relevancy. Keep that in mind at all time!
· Put keywords in ad copy - People tend to click on ads with the exact keyword they typed into Google. Call it psychology. Call it coincidence. Call it whatever you want, but it's the truth. And more clicks equals better relevancy. So do it!
· Review your performance - Check in regularly kill poorly performing ads and test new ads against the ones that are performing well (to see if you can improve even more). Both those actions increase relevancy.

2. Add Phone Numbers to Banner Ads
Pro Tip: You can grab FREE leads by putting your phone number on the ad. If the prospect is ready to call, they might just give you a ring without even clicking! Yes, please! Here's how we do this:
3. Control Your Display Hours
In the campaign's settings, you can set the hours during which you want the ad to run. Set them to run only during your business hours to maximize your conversion rate!

4. Use Ad Extensions
Text ads (like those in the search results) come with five available "extensions" for improving the efficacy of your ad. They are:

· Location Extension - This actually opens up a map on mobile devices, so people can find your office.
· Sitelink Extension - This one displays different pages from your website so prospects can jump right to the page they're interested in.
· Call Extension - Super bonus: mobile browsers get a click-to-call option that gets your phone RINGING.
· Social Media Extension - Pretty straightforward; shows how many +1's you have on Google+.
· Seller Rating Extension - This extension adds credibility by showing how well you are rated by previous clients. (But fret not - your rating won't show if it's less than 4 stars.)

Use these ad extensions where they may benefit you. If you're not sure if it will help, test it against a current ad.

5.  Maintain Consistent Design Flow
This is where you start integrating PPC with your direct mail campaigns (more on this in the next article). Prospects need to orient themselves within 7 seconds on your page, or they'll be headed for the "back" button. (No, 7 seconds isn't scientifically proven, but it feels right if ya ask me!) Maintain a consistent design, message, and tonal flow throughout the PPC process AND your direct mail.

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Use these 5 tips and you'll be in good shape with your PPC campaign. If you have a question about any of the tips above, shoot me a question in the comments and I'll do my best to clarify it for you!

Be sure to keep an eye out for the finale article in this series where we'll finally tie PPC and direct mail together and watch the marketing integration happen before our eyes!

Joy Gendusa is the Founder and CEO of PostcardMania, a fully-integrated marketing firm specializing in direct mail. She used postcards to grow PostcardMania from just a phone and computer to a $22million enterprise in less than a decade. Connect with Joy on Google+.

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