It's quality, not quantity that counts with PPC

Here's a great case study from Marketing Sherpa which illustrates just how effective it can be to combine Google AdWords with a dedicated landing page and good 'old fashioned' email and phone follow-up.

In particular, I loved the insight that “Google users tend to type in exactly what they want. They don’t type in, ‘Christmas tree.’ They enter in, ‘I want an 8-foot-tall Christmas tree.’”

Sometimes I find clients reluctant to target niche key words and phrases, thinking it's far more important to be found, for example, for 'hotel' than for '4 star hotel in Brighton'. And yet for a 4* Brighton hotel the latter phrase delivers far better qualified leads. Plus, if you're paying for each click, the last thing you want is to waste your money on people who are looking for a hotel in Newcastle.