I’m speaking at the “Fundamentals of Web Marketing” session at the Online Marketing Summit in San Diego on February 24th where I’ll cover some AdWords tools that can drive more traffic to your site. Of course I’ll assume you’ve covered the basics and that your ad groups are well structured with good keywords and closely related ad texts. I’ll cover the Opportunities tab, Search-based Keyword Tool and the Google Content Network.

The simplest way to uncover opportunities for increasing your site traffic is to check the Opportunities tab in your AdWords account. Think of this tab as the starting point for optimizing your AdWords account. This tab is frequently updated with new keyword suggestions and includes the monthly search volume for the proposed new keywords. The tab also shows you if you’re missing potential visitors because your budget is too low to capture all possible visitors. Implementing the suggested changes is as easy as checking off the suggestions you like and clicking the button to apply the changes.

Another tool that can help you get more visitors to your site is the Search-based Keyword Tool. Searchers are unpredictable and it can be challenging for even the savviest of marketers to predict what queries users will type when they’re looking for your product or service. What if Google could tell you what keywords users typed in when they found your landing pages amongst the organic search results? The Search-based Keyword Tool does exactly that. It helps you identify keywords that are not in your AdWords account that seem to have very relevant landing pages on your site. By adding these keywords to your account, you can instantly capture new visitors. Because this tool includes a suggested landing page for every keyword, it is very easy to create new ad groups based on the proposal… you just need to write the ad texts for every new ad group.

The Google Content Network is also a fantastic source of highly qualified leads for your site because it lets you get your ad in front of users when they are doing non-search activities online, like reading about their interests or researching purchases. By placing your ads on the Google Content Network, you can reach consumers at all the different stages of the buying cycle while maintaining a high degree of relevance. The Content Network offers contextual targeting, placement targeting, or a combination of the two, giving you great control over where your ad could appear. In my session, I’ll cover some of the tools you can use to ensure great results on the Google Content Network like Placement Performance reports which help you figure out which placements or categories of sites to exclude.

Finally, I’ll cover the Conversion Optimizer which helps manage your bids to meet your CPA goals, ensuring that your advertising dollars are spent wisely.

My session is still nearly 2 months away so the content of my presentation may change but I’ll definitely share tips to drive more traffic and I’ll answer all your questions about Google AdWords. I hope to see you in San Diego this coming February!