- 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 really 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
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 you can make money without 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 most probably (and importantly), 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.