Oct 23, 2008

Understanding Relevance

Introduction - Relevance is the Key to Success

If you think that your product choice alone will determine whether or not you are successful online, then this tutorial is going to help you out significantly. You could have the best product in the world but if you do not deliver a pitch to the proper audience then you are not going to make a dime. TOO MANY marketers make this mistake!

Too much emphasis is put on finding the “perfect” product to promote online, rather than finding out who your customer is.

We have created this resource to explain the most important component used in aligning a customer with a product: RELEVANCE. If you are having a difficult time making money online, this is probably your weak point. Regardless of what traffic you are driving to your page, your ad copy, your landing page and the product you are promoting, all need to be aligned. If you do not align all of these elements through relevance, you are going to have a heck of a time becoming a highly successful Internet marketer.

This tutorial is going to help you fill in the blanks and show you how to become a relevance marketer. A relevance marketer is a successful marketer!

The Flow of Relevance

The above diagram outlines the flow of relevance. This is the ideal flow that we should follow as marketers. If you follow this diagram with all of your campaigns, your chances of achieving positive ROI (return on investment) will be much greater.

A sale always starts with a keyword. Keyword selection is very important to an Internet marketer, and we recommend that you put a lot of thought into your keyword research before actually building your campaigns. If you still think “make money” would be a relevant keyword if you were promoting a product like “Wealthy Affiliate”, you’re very WRONG. We have created a full section dedicated to “Relevant Keywords” within this tutorial.

The next aspect of the flow diagram is the actual grouping of your keywords. It is important that you implement the common keyword technique when you create any ad group. This will ensure that all of your keywords are “relevant” and grouped properly. If a keyword does not make sense in an ad group, then you should take it out. It is perfectly fine to have ad groups with fewer than 5 keywords, but it is not OK to have an ad group with 50 keywords (not including all Google match types). Relevance sells, so keep your ad groups tightly related.

A click is an action that needs to take place in order for someone to even get to your website. Without a relevant and enticing ad, you are not going to get this “click-through”. You need to make sure that your ads are highly relevant to not only the keywords, but the offer you are going to be presenting to your consumer.

Finally (and probably the most important), a relevant landing page should include relevant content that drives your potential consumers to a relevant product offering. It happens too often that people just create one broad page and send all their traffic to that. People get the keywords right, the ad right, but then when it comes down to the landing page, people miss the consumer's needs by a mile! Make sure you have relevance on all your pages (and this may require you to create several pages).

The closer all of these components are to being aligned, the better off your conversions will be. We will be discussing all of these aspects in greater detail on the following pages

Keyword Relevance

Traffic no longer converts like it used to. Several years back you could simply put up a web page and send traffic to it and you would experience success. This is because there was not much competition, and people were not the smart consumers they are today. High volume traffic simply is not enough anymore!

Time and time again we see new marketers aiming for high traffic, rather than high relevance. This is a huge mistake because the amount of traffic your site gets is irrelevant if it does not convert. Think about it. You are much better off having 1000 highly relevant keywords that each get only one click/day, than one keyword that gets 1000 clicks/day. Sure it is going to take much longer to set up a campaign, but nobody said that success happens overnight and without any work.

You should always avoid broad keywords unless you have a good working knowledge of the particular industry you are promoting AND you can afford to lose some money while you are testing. While it is true that broad keywords can convert and you can monetize broad traffic through building mailing lists, remember our goal here…to get sale conversions. Don’t focus on the quantity of traffic when starting out, focus on the relevance. This can assure you much higher conversion ratios

Essential Components of a Relevant Landing Page

A relevant landing page is not JUST any old HTML page to send your visitors to. Often the difference between making a sale or not will be a direct result of your landing page relevance. Let’s think about why relevance is important.

When someone performs a search in Google (or any other search engine), they are looking for the most relevant results. This is why it is important that you do your best to send people to a page that is relevant to the keywords they searched for. For example, if someone does a search for “healthy homemade dog food” into Google and you send the person to a general page about dogs, you would not be relevant enough. Although the topics are relevant, they are not PRECISE! If you send this person to a page outlining the benefits of homemade dog food and recommend a place where they could buy it online (or learn to make it themselves), then you would be targeting your audience correctly. THIS IS CALLED LANDING PAGE RELEVANCE!

Here are the components of a landing page that you should focus on.


A headline is not just big text on your site and a place to put your website name. A headline is often the first item people see on your page, and it should be the first place that your website visitors see “relevance”. A good headline will include the EXACT keywords that came from the search, as well as some supporting content that outlines the benefits of the person being on your page.

Here is an example for the “healthy homemade dog food”:

Healthy Homemade Dog Food Can Increase Your Dog's Life By Over 4 Years and Reduce the Vet Bills By $1000’s of Dollars. Learn How to Treat your Dog Like a King and Improve Their Quality Of Life!”

As you can see the exact keywords are contained within the headline (bolded) with the supporting, enticing content.

Relevant Products & Outlines

The products that you promote on your page obviously have to be very relevant to what the consumer is looking for. It is not good enough to give your visitors a choice, and then leaving them to decide for themselves which product is best without any data.

Your products should not only be relevant, but you need to emphasize to your audience why they are relevant, how they will help, what the benefits are, and when and why to buy. The more questions you leave unanswered on your landing page, the lower your chances for conversions will be.

Using the same example, if someone types in “Healthy Homemade Dog Food”, they are likely looking to buy the actual product. However, there are several other relevant products that they may be interested in, including “how- to- make- dog- food" guides (because they will save money), and also dog food stores. These are also highly relevant to the keywords, and you cannot go wrong with them if you make an appealing offer to your audience.

Again, you will want to tell your visitors why they should buy the product:

-Much cheaper than store-bought dog food to make your own
-Increase dog's life span
-Have a happier dog
-Easy-to-make with ingredients you have at home
-Saves time running to the store

And also how to do it:

-buy today to receive special offer
-order direct through the site and get instant access
-shipping is overnight and comes right to your doorstep
-delivery is instant and sent to you as soon as you buy

A relevant product combined with an offer that is relevant and appealing to the visitor is a very important aspect of Internet marketing. Nobody wants to get a sales pitch outlining something that is not relevant to their search, and they do not want to have to search elsewhere to get all of the info they need to make a purchase. (Trust us, they will and they won't come back to your site to buy.)

Targeted Content

Not to be confused with the product outlines, the content is the bulk of the text within your sales page. This is also known as the sales copy, and can easily prevent sales from taking place if the information is not relevant.

When we mention “targeted content”, we do not only mean discussing a subject that is relevant to what the person is searching, but having supporting content that will help people see the benefits of the offering. This will touch on other specific information that your visitors are likely to be in search of.

Dangers of store-bought food, how homemade dog food can help with your dog’s teeth, and bones, or perhaps offer some information about how it is cheaper to make homemade dog food than to purchase store-bought “prescription” food.

If someone wants to learn about healthy homemade dog food, they want to know the benefits of feeding their dog this food, which breeds of dogs will benefit, where to find the food, and how to go about purchasing it. This means that if someone types in “Healthy Homemade Dog Food”, they are going to want to see the exact keyword “healthy homemade dog food” on the website (and in the headline, as discussed already), as well as supporting information about it.

The content does not have to be exact for every keyword, but should be based on the common words from your ad groups. It is best to create one page for each ad group, and obviously each ad group will have a common theme. In this example you could create one landing page that is relevant to healthy homemade dog food, sending traffic from an ad group that looks like the following:

Healthy dog food
Homemade healthy dog food
Homemade dog food
Homemade dogfood
Healthy homemade dog food
Homemade dog food secrets
Homemade dog food guide

This is an ad group that uses the common words “homemade dog food”. If you send visitors to a single page that focuses on homemade dog food, then you have just created a targeted, highly relevant campaign. This will convert.

Don’t forget about the IMAGES!

Not everyone is visual, and not everyone is willing to read through a sea of text to see if your page is relevant to what they are searching for. To cater to all types of people, you should include relevant images on your pages that pertain to the search that has taken place. A picture can say a thousand words, and it also conveys “immediate relevance”.

Images can increase conversions drastically, and in many cases marketers are just “one image away” from making a conversion. Never overlook the power of images and visual representations of relevance.

It is normal to have multiple landing pages for a single campaign, and all successful marketers do this. The more relevant your landing pages are, the better the conversions will be!

**Note: By creating relevant landing pages, you are going to be making very good friends with Google’s Quality Score algorithm. A relevant landing page will increase your Quality Score , which means your minimum CPC will go down and your ad positioning will skyrocket!

Understanding What is Relevant to a Customer

If you are promoting a DVD player to someone, they are either looking for the lowest price, the different formats that it can play, or the overall quality of the DVD player. If you try to tell people how great the components are within the actual DVD player and how fast their discs are going to spin, the typical consumer will not be interested.

It is important to research your audiences before you promote to them, and answer the questions they have before they even get a chance to ask them. It is your responsibility as a marketer to deliver a solid information base to help the customer make a purchasing decision. This all comes down to the relevance of your content.

What is a Relevant Keyword?

Not all keywords are the same. Selecting the RIGHT keywords will determine whether or not your campaign is successful and... we are going to say it again... it comes down to relevance.

If the target customer is someone looking to earn money online, the first thought of many marketers would be to advertise under the search term “make money”. One of the things that many marketers fail to understand is that these keywords are used very early in the purchasing life-cycle and this is the first of many searches the customer will make before deciding on a product.

Someone’s search patterns may look something like this:

Search: “Make money”-> click on 4 or 5 of the ads and have their interest kindled in something called Internet Marketing. Chances of making a sale here are virtually nil. The only opportunity that could come out of a broad keyword like this is the ability to build a mailing list.

Search: “Internet Marketing” -> Here someone may find out that they want to become an Internet marketer, and that a good way to learn how to get started is to purchase an Internet marketing book. It will still be fairly difficult to make a sale at this point as the search term is still too general (the person still has some research to do).

Search: “Internet marketing e-book” -> This is where product awareness will usually take place, and the searcher will probably go through a bunch of sites to see which product looks the most appealing. It is possible to make the sale at this point if you can give conclusive information about which products are the best (and why).

Search: “Wealthy Affiliate Review” -> People are now aware of specific products and they want to get some reviews of the product online. People are smart consumers these days, and they do a ton of research before buying. Promoting under this search term is a much easier sell than it would be promoting under the term “make money”. In this case, the person may also search other related product search terms (depending on their prior search habits). It is very possible to make sales at a high conversion rates under these types of keywords.

As you can see, people search more than once before they buy something online. This is called the "Customer Purchasing Lifecycle", and we have dedicated a full resource to this. We suggest you read this tutorial to understand the process in greater depth.

Customer Purchasing Lifecycle

Google KW Tool

If you are not familiar with the Google Keyword Tool, then you should spend some time getting used to it. It is not only the best way to get Google’s most current keyword data (and keywords for that matter), it will help you find some very relevant, longer-tailed keywords.

We suggest that when creating a relevant campaign, you focus on search terms that contain more than three words. This means that keywords like “make money online”, “dog training guide”, “fix golf swing” may seem relevant, but would not fit the criteria for a “long tail ” search term. Can you make money with these terms? YES, but it will take a lot more work than if you advertise relevant search terms.

We have created a great video tutorial on how to do research using the Google Keyword Tool that you should take a look at:

Keyword Research Video

Selecting keywords is one of the main issues for a new marketer. Remember that in order for a keyword to make money, your web page has to be relevant to your keywords. The two go hand-in-hand, and if you have one without the other you are not following the RULES OF RELEVANCE


We cannot emphasize relevance enough. If you concentrate on learning about your audience and driving relevant traffic to relevant ads and then to landing pages, you will succeed as an Internet marketer. It is no secret that relevance increases conversions drastically, but many feel that it is too time consuming to create relevant landing pages for each ad group. Which would you rather have: a profitable campaign that took some time to set up OR one that is unprofitable but you set up very quickly? We are pretty sure you know which one is better!

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