First of all, let’s talk about the type of advertiser who needs an optimized-for-traffic PPC campaign. For publishers selling cost-per-thousand (CPM) ad space or advertisers measuring revenue-per-visitor (RPV), traffic may be all their business needs to be successful. Publishers in this situation want to drive up the overall impressions their website is getting, as cheaply as possible, so they can in turn sell more ad space to their own advertisers. PPC advertising is still one of the best ways to accomplish this goal. Advertisers measuring RPV are looking for insight as to how much revenue a marketing program contributes to their bottom line by visitor.

Next let’s take a look at the keywords you should target. Any SEO Professional will tell you — depending on the type of website you have, you should buy the broadest terms available within your vertical. If you run an e-commerce site, then buy early — buying cycle keywords like MP3 player, cell phone, shoes, etc. For a lead generation site, buy high-volume keywords that are not fully defined, like marketing, diabetes, dentist, gold, etc. Publishers will want to buy a rotating set of keywords based on new headlines and popular culture. Also target the content network. Even though over 90% of web traffic begins at the search engine, over 90% of all page views are non-search pages.

Finally, your ad copy must be optimized for a high click-through rate (CTR). The best way to do this is make sure your keywords are in your ads. Make separate ad groups for all of your highest volume keywords so those ads will be highly targeted. You can also use the dynamic keyword insertion tool here. Remember that Google bolds a keyword that is placed within an ad. Another way to gain an extremely high CTR is with high-interest ad copy. Using words like Free, Learn, and Sale are great ways to grab attention and clicks.

By making traffic the main goal of your PPC campaign, you go down a different path than most PPC marketers. Goal setting, keyword research, and copywriting have new meaning within this type of PPC campaign. By employing these optimization techniques, you will be ensuring you are getting the most out of your PPC campaign and its integration into your overall business success.

It’s not that demographics will never be important search as an SEO Strategy. As personalized search begins to take off (and especially as mobile search grows in importance), marketers are likely to know much more about how their market segments are searching than they do today. So, you might, in fact, know gender, age, industry, and other demographics (and firmographics).

But that’s not the place to start. Instead of trying to map your existing market segments onto search, you need to give in to the idea that the first level of segmentation in search marketing is the keywords that your customers type into the search engine. Those keywords give you the insight you need to craft the message. There is a huge difference in the proper message between those two segments, just as in offline marketing, you have different messages for different segments.

That’s the key to success. Put your copywriting mind to work. Instead of trying to think about what message you want to send, and blanketing it over as many people as possible, you must do your keyword research to find out what people are looking for. Then, like any good salesman – you tailor your pitch to hit the points they need to hear.

So, market segmentation isn’t dead when it comes to search engine marketing. You just need to take what you know about segmentation and apply it in a new way. If you do, your skills in messaging will suddenly start to make you successful in search marketing too.

It’s VERY important to understand the correct way to use the statistics from your analytics reports to make decisions about your website. In today’s heavy digital lifestyle, these decisions will have a direct impact on your business. Check out what this SEO Professional has to say in the video below.