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.
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