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    pres_mm2 pres_mm2 Presentation Transcript

    • DRIVING MEANINGFUL 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 undergraduate degrees. Site B provides services for shoe repair in the Orlando, Florida area. Kelly comes across the site via a search for “online bachelor degrees” 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 Whitepaper Download Define a successful conversion goal? If it’s a lead form what fields are needed to qualify correctly: - Name Email Address Phone
    • 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 - Competition - Volume - Take time to think about media congruency Clarify Objectives Implement Select Media Mix
    • IDENTIFYING YOUR TARGET Before jumping into any marketing initiative, including Adwords, you must have defined efficiencies. - Persona creation Demographic targeting Psychographic targeting Consumer behavior Marketplace behavior Competitive landscape DEMO PSYCHO MARKET
    • IDENTIFYING YOUR TARGET CHANNEL What channel aligns with your marketing objectives? • • • • • Google Adwords Bing Ads (Yahoo! & Microsoft Networks) Facebook LinkedIn Twitter 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 Keyword Research Account Structure
    • 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: Brainstorm Research Theme Research Competition Keyword Planner Sort Traffic/Relevance
    • ADWORDS KEYWORD PLANNER A B C D 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
    • ACCOUNT STRUCTURE The Theming of Ad Groups
    • ACCOUNT STRUCTURE Keyword Theme Ad Group
    • MEDIA CONGRUENCE
    • ALLOW FOR PROCESSES Identify Channels & Media Mix Define Qualified Traffic Create Goals & Qualification Completed Goal
    • INDIVIDUAL RESOURCES Adwords Support Adwords Certification Program support.google.com/adwords http://gcptransition.appspot.com/
    • QUESTIONS