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

12. ACCOUNT STRUCTURE
Keyword Theme Ad Group

13. MEDIA CONGRUENCE

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

16. QUESTIONS