Segmentation = Smart marketing
Successful businesses realise that segmenting the market into key customer attributes and targeting each segment with customised offerings & marketing strategies always generates better returns. Well researched market segmentation needs to be carried across all marketing activities; advertising, PR, web branding and even events management.
Keyword segmentation is therefore an important tactic in making your Google optimisation and search engine marketing (SEM) strategy succeed in the short and the long term. Consistent keyword segmentation backed by up to date consumer behaviour research, competitive business intelligence and consistent testing increases the relevancy of your online advertising and web content.
This approach almost always boosts the click through rates & the quality score while driving down the bid cost for the right keyword phrases.
Smart keyword segmentation strategies focus on increasing the conversion rate on the website rather than enhancing the brand recall. The ultimate goal of all market segmentation strategies i.e. media plan, advertising plan, keyword bid is to boost ROI by successfully persuading people to transact on your website rather than build a ‘feel-good’ factor.
Successful keyword segmentation is a well planned process. You need to brainstorm to find as many keywords/phrases that you can generate and then simply add as many variations to this original set of keywords. For example you could start with a keyword like ‘marketing’ and add online marketing’, ‘quick-marketing’, ‘rapid-marketing’, ‘competitive-marketing’, ‘recession-marketing’ etc. Then you need to look at “market” instead of “marketing” and add more variations of this keyword, besides all the other related keywords you can come up with.
This way you could create a list of some 200 – 400 keyword /key-phrases.
Building and continuously refining this list is time consuming, but extremely beneficial. Thereafter you can segment them into sets of anywhere between 5- 15 variations: all based around one single consumer ‘need-niche’.
The way forward for keyword segmentation is to focus on the desired customer activity and have the entire set of keywords in an online advertisement /webpage. This list of selected keywords should be so short that you can include them all in a crisp PPC ad text. This segmentation gets you better response rates as it effectively captures most of the typed (desired) search queries. Additionally Google rewards you for enhanced content relevance by showing your keywords as ‘bold’
search words (making them stand out) and giving your ad /web-content a higher ranking.
Always use different keyword sets to run multiple Ads./ online promotion campaigns. You may end up managing over 100 (or more) ad groups, but it is worth the effort as each ad group will enjoy better click through rate thanks to its higher relevance and ability to capture ‘niche-needs’. Google too will reward you for the contents’ high relevance by giving good positions at low rates.
You then need to develop different landing pages for different keyword set categories. For example you could have 20 landing pages for the 100 ad groups/sets of your original segmented keyword list. This is the final link in the value chain of getting higher ROI thanks to segmented keyword strategy. Simply find the broad similarities and group the keyword sets that cater to the same sub consumer need-niche. These 3/4 ad types should all point to the same landing page which is also optimised for these keyword sets alone (by using relevant H tags, meta tags & have the required keyword density, plus don’t forget fast page load times.
Keep testing the results and refining the landing page content to tune them to changing customer needs for better conversion rates. Careful keyword/phrase segmentation; targeted ad groups with focused keywords and links leading to directly relevant, keyword optimised landing page are proven ways to keep your visitors happy and boosting your ROI.