Each website today needs to consider the optimal manner of promotional set-up for marketing your products, services and ideas. The proper way to approach a marketplace is to have a website that can be divided into 3 basic elements;
This silo blueprint represents all elements in theme-based keyword clustering format. The basic idea here is we will focus in on concepts and keywords that trigger purchase or investment of condominiums located in San Francisco. They are luxury condos ideal for a comfortable, fully pampered lifestyle or real estate investment.
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Note: These are gathered keywords only. No broad, phrase, exact or negative keyword matching has been done yet.
The reason I have decided to illustrate the PPC siloing process is in the name of higher education. This process is very research intensive and time consuming. Siloing requires an additionally intuitive sense for market activities, trends, and best possible ROI methodologies.
Here’s a very simple example of how new technologies are determining quality score of PPC advertising and website content. There are many other factors that are also important in quality scoring. that Google tells you.
There are 2 words existing that are searched on Google Frequently “President” and “George Bush”. Google understands that each term exists and what each one means. However there would be a high likelihood co-occurrence of the term “President George Bush” which also existing in the Co-occurrence Matrix.
PPC (Pay Per Click) is the aspect of traffic generation that can be most gratifying because your efforts can be immediately measured. In the world of advertising your business online, what you learn about people online is often applied to traditional offline marketing. Anyway's, let's do a case study using cutting edge, state-of the art keyword clustering market research tools. Take note in the blueprint shown above has columns; TRI (Themed Relevant Indexing) or MS (Market Share). This tells us how closely terms are related to the theme keyword according to Google.
No real names have been used but the campaigns, ad groups; keyword clusters and landing page framework are intended for client use.
Spend PPC more wisely with strategic steps towards developing authority status in their market category. To fully monitor the differerence between the previous non themed, identical objective Ad Groups.
2 ads per Ad group- We always like to do at least 2 ads per Ad group so we can test success.
Click on the link above and see the keywords we will be using in the ad group. Looking across you will see associated data for each keyword. Notice that many of the keywords are highly focused on conversion, e.g. “buy condo san Francisco”. The goal here is clear, to sell San Francisco condominiums. At the same time take a look at the TRI index and MS share. This is a form of PPC planning that is currently not available with any other keyword tools such as Word Tracker or even Google’s own AdWords Keyword tool. TRI is a trademarked term of Themezoom.com. It allows you to sculpt theme clusters for PPC and optimal website structure like an artist. You can download the CSV file for more elaborate data that is the raw material for your sculpture.
This wire frame is intended to be used to help determine how well connected (themed) phrases are to the parent theme. The terms listed are tightly nested in a theme relevant group. They should be peppered into your content to improve quality score.
It is no secret the blogging community has the power to spread the word quickly. By simply pinging other bloggers the message can be delivered with a human endorsement. We are going to run a PPC and organic campaign to the blog. The blog with be the educational part of the website where we can walk people through our backyard, including touring the condos for sale.
Many or the terms shown in the framework are targeted terms aimed at people that want to know more about San Francisco. Key phrases like “downtown san Francisco” or “things to do San Francisco” will attract people interested in the city. At the same time we can show the Condominiums because they are a major part of the city (soft-sell).
This Ad group is a little more focused on the investment sector of the market. At the same time we are keeping a close eye on high conversion phrases and distribution strategies through geo targeting. There is significant traffic around this longtail phrase. When we receive a visitor interested in “San Francisco Real Estate” they will be taken to a page that shows the great conveniences of luxurious condo living in San Francisco;
…and so on
This is not a standard PPC set up. It is prepared using highly sophisticated market decision aiding tools. When these tools are combined with a TechWyse qualified technician your world changes.
Talk to your account manager for details on theme based keyword clustered silos for your website.
The tool used iin this case study is ThemeZoom.
Creating profitable PPC campaigns takes time and planning. The main elements that will determine your ROI are in the harmonic balance of the Congruency of your Ad Copy, Keywords and landing pages. Many PPC masters seem to think the landing page requires the most TLC. You know to make sure what paid visitors are looking for is very prominent on the landing page. Do everything within your power to prevent your paid visitor from clicking "back". Google’s theme scoring algorithm really hates it when that happens. CTR is also a major part of quality score determination but just because you have a great CTR doesn’t mean a dang thang when it comes to ROI.
Conversion pages are also a part of score. Rumor has it that by installing the conversion quality score is improved. By simply setting up a conversion pages Google appreciates it. True goal conversion success can really be focused on. By cleverly crafting your advertising trio in themed clusters you are also providing highly focus ideology in your advertising. This only means higher conversion and rewards on quality scoring. That’s a win, win!
Always run 2-3 ads for split testing. Pay attention to new campaigns and throw out or change the ad if it does not perform for you.
