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  2. 2. 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”
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. Product/Service – e.g. keyword Further drill down Geo targeting & Keyword filters
  11. 11. ACCOUNT STRUCTURE The Theming of Ad Groups
  12. 12. ACCOUNT STRUCTURE Keyword Theme Ad Group
  14. 14. ALLOW FOR PROCESSES Identify Channels & Media Mix Define Qualified Traffic Create Goals & Qualification Completed Goal
  15. 15. INDIVIDUAL RESOURCES Adwords Support Adwords Certification Program
  16. 16. QUESTIONS