Myriad Ways to Drive ROI via Paid Search

• Who are they?
• What do they respond to?
• Are there audience members you don't want?
• Can you rescue a poorly performing segment?

Know the customers that your search campaigns are after, including higher spenders (average order value) and lifetime value (short-term sales vs. long-term relationships). For B-to-B companies, predict lead quality by asking questions that'll help you predict good leads vs. bad leads — for example, company size.