TRAFFIC WITH PAID SEARCH
Presented by Matt McGee
SO WHAT IS MEANINGFUL TRAFFIC?
Meaningful traffic is interchangeable with qualified traffic.
Example #1 – Qualified
Example #2 – Unqualified
Site A is an online education
provider, dealing with
Site B provides services for
shoe repair in the Orlando,
Kelly comes across the site
via a search for “online
John Google’s “running
shoes Tampa Florida”
HOW DO YOU DETERMINE QUALIFIED TRAFFIC?
Start by defining your conversion goals…
Completed Shopping Cart
Completed Lead From
Created an Account
Signed up for Newsletter
Define a successful conversion goal?
If it’s a lead form what fields are needed to qualify correctly:
FACTORS OF DETERMINATION
Qualification is a process
- Identify your target/goals
- Identify your optimal target channels
- Be aware of channel specifics
- Targeting options
- Bid models
- Take time to think about media congruency
Select Media Mix
IDENTIFYING YOUR TARGET
Before jumping into any marketing initiative, including Adwords, you must have
IDENTIFYING YOUR TARGET CHANNEL
What channel aligns with your marketing objectives?
Bing Ads (Yahoo! & Microsoft Networks)
Today’s Target Channel: Google Adwords
PAID SEARCH SPECIFICS
Google Adwords Defined
Adwords offers a pay-per-click (PPC) or cost-per-click (CPC) advertising
platform centered around keyword targeting themes and/or site-targeted
advertising for text, banner, and rich media ads.
2 key areas of focus for a successful paid search campaign
WHAT IS KEYWORD RESEARCH
Keyword research is a practice used by search marketing professionals to
find and research actual search terms people enter into search engines.
Keyword Research Process:
ADWORDS KEYWORD PLANNER
A – General search function for keyword and ad group ideas
B – View potential search volume for keywords
C – View potential traffic to a keyword
D – Upload keyword list for additional research opportunity
Product/Service – e.g. keyword
Further drill down
Geo targeting & Keyword filters