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DRIVING MEANINGFUL
TRAFFIC WITH PAID SEARCH
Presented by Matt McGee
Meaningful traffic is interchangeable with qualified traffic.
SO WHAT IS MEANINGFUL TRAFFIC?
Example #1 – Qualified Example #2 – Unqualified
Site A is an online education
provider, dealing with
undergraduate degrees.
Kelly comes across the site
via a search for “online
bachelor degrees”
Site B provides services for
shoe repair in the Orlando,
Florida area.
John Google’s “running
shoes Tampa Florida”
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
HOW DO YOU DETERMINE QUALIFIED TRAFFIC?
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
FACTORS OF DETERMINATION
Clarify Objectives
Select Media Mix
Implement
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
IDENTIFYING YOUR TARGET
MARKET
PSYCHO
DEMO
What channel aligns with your marketing objectives?
• Google Adwords
• Bing Ads (Yahoo! & Microsoft Networks)
• Facebook
• LinkedIn
• Twitter
Today’s Target Channel: Google Adwords
IDENTIFYING YOUR TARGET CHANNEL
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
PAID SEARCH SPECIFICS
Keyword Research Account Structure
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:
WHAT IS KEYWORD RESEARCH
Brainstorm
Research
Keyword Planner
Sort
Traffic/Relevance
Research
Competition
Theme
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
The Theming of Ad Groups
ACCOUNT STRUCTURE
ACCOUNT STRUCTURE
Keyword Theme Ad Group
MEDIA CONGRUENCE
ALLOW FOR PROCESSES
Completed Goal
Create Goals
&
Qualification
Identify
Channels &
Media Mix
Define
Qualified
Traffic
Adwords Support Adwords Certification Program
support.google.com/adwords http://gcptransition.appspot.com/
INDIVIDUAL RESOURCES
QUESTIONS

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  • 1. DRIVING MEANINGFUL TRAFFIC WITH PAID SEARCH Presented by Matt McGee
  • 2. Meaningful traffic is interchangeable with qualified traffic. SO WHAT IS MEANINGFUL TRAFFIC? Example #1 – Qualified Example #2 – Unqualified Site A is an online education provider, dealing with undergraduate degrees. Kelly comes across the site via a search for “online bachelor degrees” Site B provides services for shoe repair in the Orlando, Florida area. John Google’s “running shoes Tampa Florida”
  • 3. 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 HOW DO YOU DETERMINE QUALIFIED TRAFFIC?
  • 4. 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 FACTORS OF DETERMINATION Clarify Objectives Select Media Mix Implement
  • 5. 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 IDENTIFYING YOUR TARGET MARKET PSYCHO DEMO
  • 6. What channel aligns with your marketing objectives? • Google Adwords • Bing Ads (Yahoo! & Microsoft Networks) • Facebook • LinkedIn • Twitter Today’s Target Channel: Google Adwords IDENTIFYING YOUR TARGET CHANNEL
  • 7. 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 PAID SEARCH SPECIFICS Keyword Research Account Structure
  • 8. 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: WHAT IS KEYWORD RESEARCH Brainstorm Research Keyword Planner Sort Traffic/Relevance Research Competition Theme
  • 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. Product/Service – e.g. keyword Further drill down Geo targeting & Keyword filters
  • 11. The Theming of Ad Groups ACCOUNT STRUCTURE
  • 14. ALLOW FOR PROCESSES Completed Goal Create Goals & Qualification Identify Channels & Media Mix Define Qualified Traffic
  • 15. Adwords Support Adwords Certification Program support.google.com/adwords http://gcptransition.appspot.com/ INDIVIDUAL RESOURCES