The document discusses strategies for using paid search marketing (PPC) to generate targeted traffic and convert visitors into customers. It outlines best practices for conducting keyword research, creating optimized ad campaigns, tracking results, and establishing conversion funnels to guide visitors through the purchasing process. The goal is to help businesses improve their online presence, generate more qualified leads, and increase sales and profits.

1. Building Targeted Traffic:
Turning Your Visitors into Customers
1 Click Solutions, LLC
Denver, Colorado - USA

2. About Us
• Provide advanced digital marketing solutions
• Business of all sizes and industries
• Our goal is to help businesses:
– Elevate their online brand reputation
– Generate more leads through the Internet
– Tap into new revenue opportunities
– Take their profit potentials to higher levels
• World’s largest network of Internet Consultants
• Service more than 80 countries internationally
• Corporate head office in Toronto, Canada

3. Copyright 2011 Research and Management. All rights reserved.
Global Knowledge, Local
Results
Largest Global Internet Consultants Network
Offices in Over 80 Countries

4. Digital Marketing System
Digital
Marketing
System
Paid Search
(PPC)
Search
Engine
Optimization
(SEO)
Email
Marketing
Social Media
(SMO)
Targeted Traffic

5. Source: Enquiro & Marketingsherpa
Pay Per Click
13.5%
Pay Per Click – 12.2%
1. Paid Search Marketing (PPC)

6. Heatmap – Eye Tracker

7. Benefits of Pay-Per-Click (PPC)
• With AdWords PPC advertising you only pay if
someone clicks on your ad.
• With normal offline
advertising you have
to pay for people to
see your ad whether
or not they respond
or see it.

8. Driving Traffic - PPC Process
Driving Traffic - PPC Process
Pay-Per-Click
Methodology
1. Research
2. Keyword Research
3. Build PPC Campaigns
4. Landing Pages
5. Tracking, Measuring
& Reporting
6. Campaign Optimization

9. Google Adwords Campaign
http://www.google.ca/adwords
You create
your ad…
You choose keywords,
set your budget and
decide where your ad
will be displayed…
People click on
your ads and connect
with your business!

10. Keyword Research – Search Volume
Keywords Approximate Monthly Average Search Volume
travel nursing 135000
travel nurse 135000
travel nurse jobs 18100
travel nursing jobs 18100
travel nursing employment 12100
travel nurse employment 12100
travel nursing job 9900
travel nurse job 9900
travel nurse agency 6600
travel nursing agencies 4400
https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none

11. Keyword Research Tools
• MarketSamurai.com
• Labs.Wordtracker.com
• FreeKeywords.Wordtracker
• SEObook.com
• Google Adwords
– Keyword Tool (local search)

12. Creating Your Ads
AdWords Ad WorkSheet
Draft 1 Draft 2 Draft 3
Ad 1
Headline (25 Chars)
Description 1 (35 Chars)
Description 2 (35 Chars)
Display URL (35 Chars)
Destination URL
Ad 2
Headline (25 Chars)
Description 1 (35 Chars)
Description 2 (35 Chars)
Display URL (35 Chars)
Destination URL
Ad 3
Headline (25 Chars)
Description 1 (35 Chars)
Description 2 (35 Chars)
Display URL (35 Chars)
Destination URL
Ad 4
Headline (25 Chars)
Headline (25 Chars)
Description 1 (35 Chars)
Description 2 (35 Chars)
Display URL (35 Chars)
Destination URL
http://www.google.ca/adwords

13. Theme your Adgroups
• Poor Adgroup
– Visitor has to search again for type of tea
– Text on page doesn’t match keywords
– Ad text doesn’t match keywords on page
– Low quality score
green tea?
green tea specific?

14. Poor Landing page e.g.

15. Good Ad Group
• Text on page matches Ad group keywords
• Text on page matches Ad text
• Information is found quickly
• Clear call to action

16. Good Landing Page

17. A/B Split Test Ad Groups
• Landing Page with Multi-Variant Testing

18. Multivariate Landing Page Testing
Testing For Greater Results!
Pre-launch Logo Idea
Images
Offer
Auto Responders
Email, etc

19. Tracking Monthly Budget Spend

20. Tracking PPC Clicks

21. Google Adwords Campaign -Takeaways
1. Budget
– min. $750 - $2,500/mo for local campaign
– Min $2,500 - $5,000/mo for regional campaign
2. Research Traffic by Keyword Search
3. Build Dynamic Ads – themed & tight to keywords
– Advanced tactic; A/B split ad test groups
4. Send Ads to a specific Landing Page
– Advanced tactic; multivariate page testing
5. Track results with Google analytics
– Track conversion
• (landing page actions taken / number of ad clicks CTR)
6. Review your Ads weekly (if not more)

22. Conversion Architecture

23. Turning Visitors into Customers
• Establish Conversion Goals
• Understand Visitor Behaviours
• Create Conversion Paths or Funnels
• Present Clear Conversion Messages
• Measure Conversion
• Essential Web Pages to Maximize Conversion

24. Fill out
contact
form
Download
an article or
white paper
Drive Traffic
Make
the
phone
ring
Make a
Sale!
What are your conversion goals…

25. More than just a pretty site.....
• Understanding visitors behavior
• Understand what people are looking for
• What problems/solutions they seek
• Different points in their buying cycle
• Different levels of knowledge
• Create and segment visitor
profiles / personas

26. Google Analytics were detected on your website.
Visitor Behavior - Heatmap

27. 30% of users click here
The Conversion Funnel – Click 1

28. 15% of users click here
Conversion Funnel – Click 2

29. 11% of users click
here
Conversion Funnel – Click 3

30. What Do You Want The Visitor To
Do At This Page?
DEAD END
Conversion Funnel – Click 4

31. Funnel Tracking

34. 2 clicks to Purchase from PPC
Ad!

35. Turning Visitors into Customers - Takeaways
1. Understand Visitor Behaviours
2. Speak to Customer Personas
3. Establish Conversion Goals
4. Create Conversion Paths or Funnels
5. Provide Clear Conversion Messages
6. Measure Conversion Goals
7. Use Essential Web Pages to Maximize
Conversion

36. My Contact Details
cjrapp@wsi1clicksolutions.com
http://www.wsi1clicksolutions.com/
http://1clicksolutions.tumblr.com/
www.linkedin.com/in/cjrapp/
https://www.facebook.com/1clickeasy
https://twitter.com/WSI_CJ_Rapp
http://www.youtube.com/user
/1ClickSolutionsLLC/videos