This document discusses how to drive meaningful traffic through paid search. It defines meaningful traffic as qualified traffic that can meet defined conversion goals. It provides examples of qualified versus unqualified traffic and discusses how to determine qualification by identifying conversion goals and target channels. The document outlines factors for determining qualified traffic such as clarifying objectives, selecting media mix, and identifying target markets through demographic, psychographic, and behavioral research. It focuses on Google AdWords, discussing how to structure accounts through keyword research, theme-based ad groups, and media congruence to allow for iterative processes that meet completed goals.