Tips and Ideas for Landing Pages and Sites

Targeting Made Simple - Optimization Approach #2

You want to sell more?  Be more relevant.  Of the four types of optimization technology that I have been writing about recently, targeting is the simplest way of exploiting differences among your visitors.

For example, if you find that different groups of people - say, visitors who arrive from Yahoo vs. visitors who arrive from Google - respond differently to different layout or copy, for example, then you should make sure you can show those groups different content to make the most of their preferences.

Like testing and experimentation, targeting is a white box approach that allows you to actually watch what is taking place and how different groups of visitors act. Whereas black box approaches use technology that takes place behind the scenes, a white box approach lets marketers set up tests, with a control, learn what visitors are responding to, and make decisions about future interactions based on those actions.

What is it?

Most marketers are already doing targeting to some extent. The bulk of landing page optimization is a combination of experimentation and targeting. When a marketer makes a decision about what page he wants his search traffic to land on (interior site page vs. home page), that's targeting. Rules-based targeting is simply doing it faster, and under more defined circumstances, to get more yield.

Adwords is a perfect targeting example.  You specify which words you want to buy and other rules like type of match and bid and, "voila", you are defining rules-based targeting for your prospects.  Who knew you were already in so deep:

Targeting and rules-based targeting are probably the most prevalent form of optimization. In its simplest form, targeting can be used for landing page optimization by showing specific content to visitors based on the keyword they typed.

And it doesn't end there.  Where do we go from the keyword ad.  Why, to a landing page, which has been targeted based on the keyword.  Here is one we use for the ad above:

But targeting is by no means trivial. Behavioral targeting can be very sophisticated, from profiles or persona-based targeting to scenario-based approaches that can model a complete customer purchase cycle and target content by stage or maturity.

Targeting's strength is its simplicity and transparency. That is why it is likely the most prevalent form of  optimization or personalization in use today.

At its most basic, targeting is about searching for groups of people that respond similarly. First time buyers may respond in one way, while those who buy several times a year respond differently, and those who have yet to make a purchase respond in a different way still. Successful targeting exploits the differences between those groups by showing different things to the different groups.

Keys to successful targeting

In order to perform rules-based targeting successfully, you must be able to do several things:

1. Identify different groups of visitors that will behave differently

Different groups might be those who come via natural search vs. those who come from paid search, email recipients who tend to respond vs. those who don't respond, regular buyers vs. non-buyers, etc.

Of course, you can't target based on information that you don't have. If you don't have access to buying history, then targeting to first-time buyers vs. long-time buyers is not a good choice.

Note that every company likely has at least four different groups of visitors. These groups may be divided according to your offerings (people who search for home mortgages vs. people who shop for car loans) or according to gender, geographical area, or other attributes that are ripe for exploiting.

2. Identify the elements that "matter"

While you may have identified several different groups that have the potential to behave differently, they may only behave differently about certain things. Weekend visitors may act differently than weekday visitors in that weekend visitors respond better to longer-form content while weekday visitors respond better to bullet points. On the other hand, the two groups may respond identically to what image you show - product photograph vs. lifestyle shot.
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This step is a matter of choosing, among the hundreds of elements within a site or page, what will make a difference.
 
3. Have the ability to run tests, quickly and easily

Of course, you may isolate several elements that you think will matter among different groups, but you won't know if they do until you run tests to see what works. If you believe that people coming from Google will behave differently than people coming from MSN, you need the ability to have a control, to show the control to a certain number of both groups, and to test your variations to both groups in order to learn whether your hypothesis was correct.
 
4. Have the ability to show different things to different groups of people on an ongoing basis
 
Once you learn that various groups do indeed behave differently, you need the ability to continue to serve those groups different content based on their needs. You must, in other words, be able to set the "rules", to say, "In x circumstance, when a visitor behaves like y, I want to serve z content."

The key here is that you must be able to do this without having to go through changing routers, reconfiguring the page, or any other action that requires software development any time it needs to happen. You must be able to do this on the fly, quickly, in order to be able to use it all the time.

If you can do this quickly, it's yours - it's a marketing decision. If it takes too long, or if it requires IT involvement, it's an IT decision and is no longer useful to marketers.

Luckily, there are tools like Offermatica that allow marketers to lay out their guidelines, saying, "On this spot, on this page, show this content only under these circumstances…"

The good, the bad and the ugly

Targeting doesn't happen by magic. You have to set it up and define the rules. You have to be able to test, and then serve different content on an ongoing basis.

But because almost every company has at least four significant customer types that have measurably different buying behaviors, targeting is invaluable in learning how to recognize them and exploit their different buying types.

Altima's Guerilla Campaign Fizzles Online

If you read my post last fall about Blackberry's 10-second ad in the 30-second spot, you may understand why this landing page just kills me.

On the face of it, it's a nice page. Good colors, crisp imagery, nice little National Sales Race logo, useful roll-over technology that allows a visitor to explore key features of the Altima.

But. I happened to read yesterday of an out-of-home marketing campaign that Altima is putting into effect this week. The company has hired a guerilla marketing firm to "lose" 20,000 sets of keys in bars and hotspots across the country.

The key rings include three keys and two tags. The first tag directs finders to AltimaKeys.com, a website where they can enter the tag number to win a gas card or some other freebie. The second tag tells finders not to "return" the keys - they are no longer needed because the Altima has push-button ignition technology. That second tag directs people to a different website, NissanUSA.com/Altima. The landing page on that site, seen above, doesn't mention a single word about the contest. It doesn't even specifically point out the push button technology, except in half a sentence, in small text, halfway through a generic paragraph about the car.

Now, I'm trying to imagine that I have found a set of keys with a tag that says I shouldn't bother to return them. Even in today's age of increasingly weird marketing stunts, I'd probably be interested enough to go online to explore what I have found.

I might go to the sweeps page first, enter my tag number, and perhaps win a prize. But what if I went to the Altima page in the hopes of finding out more about push button ignition? Assuming I go there, what do I find? No mention of the very thing I'm looking for, and in fact the very thing the campaign meant to get me looking for. After all, isn't that the point of the whole campaign?

So why, why, why doesn't the Altima home page at least have a visible link that mentions the push button ignition?

Once again, it is clear that the disconnect between the "site" guys and the marketing guys is broad, wide and deep.

Let me back off a bit. Let me cut Altima some slack, seeing as this is an offline campaign. Because the people who have found the keys will be visiting the site by typing in the URL directly, as given on the tag, there is no way for Altima marketing folks to target any of that page's web content specifically for those visitors, right?

On the other hand, a small amount of real estate on that genearl Altima page, geared for those visitors who have found the keys or have heard about the campaign, shouldn't have been too much for the marketing team to ask.

There's hope, though. Maybe, just maybe, Altima is targeting content specifically to people who find keys (or hear about the campaign), want to learn more about the keyless ignition, but don't type in the URL.

If I use search terms based on the campaign, will Altima direct me to a site that perhaps has a small bit of content targeted to people who have typed in the words (for example), keyless ignition?

In Google, I type in the phrases "Altima push button ignition," "Altima keyless ignition," and "Altima pushbutton ignition." Although there are a few organic listings that lead me to an interior Altima page, there are no paid search results. Again, it is clear that the marketing folks and the web folks just aren't connecting here. Cool campaign, lousy follow through.

Of course, you might be saying, there IS a website devoted to the keyless ignition - AltimaKeys.com, the site that the first tag directs people to. So let's look at that:

Nice, right? It says thanks for returning the keys and mentions that, because the car has push-button ignition, "I haven't really been paying attention to my keys."

Then, there's a link to find out more about the Altima, and...

You guessed it. That link goes directly to the same Altima home page as seen above, once again with only the tiniest mention of the push-button ignition.

If Altima's marketing folks had thought to ask the web folks for a small bit of real estate on that page (or if the web folks had granted it), it would have been incredibly, immensely, crazily easy to target content specifically to visitors who clicked through from AltimaKeys.com.

By designating a spot - perhaps the spot where the National Sales Race logo is - as a "content slot" (at Offermatica we call them Mboxes), the content could have been rotated depending on the originating source. Anyone coming from AltimaKeys.com could have seen a small box that shouted, "Learn more about push-button ignition!" with, perhaps, a link to the internal page that talked about that feature.

Anyone else could still have seen the National Sales Race logo.

Would it have improved the results of the campaign? At the least, it would have kept the momentum of the campaign going for one more click. At the least, it would get visitors to the page that talks about the interior of the car, rather than just the exterior. At the least, it would have kept them engaged for a bit longer. So, would it have improved the campaign? You bet it would.

Marketers, we need to raise the bar. I'm not, actually, surprised by this campaign - though I am disheartened by it. It seems to be the norm, to be accepted by marketers that the campaign and the site are different entities.

But in order to take our marketing to the next level, this has got to stop.

Until our campaigns carry through the user experience to the point where the user - not the marketer - says the experience is over, our users will continue to be disappointed. They will find the two or three marketers who are out there who are targeting content specifically to them, on an individual basis, and they will stick with those marketers. The rest of us will be sucking wind, wondering what happened.

What is Marketing Optimization? Testing, Targeting, and Behavior

It is the Year of Optimization.  The recent acquisition of TouchClarity by Omniture is yet another confirmation of an intense surge in interest in technologies that make computers sell better to people. 

But what in the world *is* optimization?

As a matter of disclosure I am not a PhD.  My ADD is a strong inoculation against advanced scholarly pursuits.

However, I have the unique viewpoint of experience.  I co-ran a company, Fort Point Partners, that was responsible for deploying a dazzling range of technology for companies like Nike, Best Buy, and about 50 other firms.  We launched rules-based systems (ATG Scenario Server, e.Piphany), search systems (EasyAsk and Endeca) and more advanced segmentation and modeling software (LikeMinds, Personify, netPerceptions to name a few).  We also ran a lot of tests.

Our goal was simple - make the computer capable as a salesperson. For us, optimization is a fancy word for making a selling process more relevant and engaging for your customer so that they make you more money. And the best optimization tool was one where a marketer could adapt and learn, but the machine did the work.

I see four major approaches to optimization that each have critical value for the marketer (I will use this space over the next week or so to go into more detail on each approach):

1. Experimentation - testing approaches including A/B, multivariate, Taguchi, optimal design and others. Showing different experiences to different control groups to determine a "winner" or "best recipe" based on conversion rate, revenue, or other outcome. Read more here.
2. Targeting - also referred to as "rules-based optimization".  Defining explicit segments and rules for delivering content experience. These can be simple definitions like "show the iPod when our customer searches for "iPod" on Yahoo or very sophisticated behavioral segments.
3. Behavioral - applying AI or linear regression to prior data to determine predictive factors from data to drive the display of content.
4. Social - offloading the work of relevance to the community through ratings, reviews, tagging, or other forms of participation.

Take Google, for example.  They are algorithm guys, right? They use a predictive model that is finely tuned to determine the elusive grail of "relevance" and their results are unbelievable. Yet they also use targeting and testing. True, they outsource the work of specifying the rules to us through keyword selection, bidding, and match type, but this is targeting at its finest.  And they test regularly - evaluating different treatments of the SERPs.

So what is the best optimization approach? Optimization is just marketing with math. If your user base ratings improve the relevance of your search results, then do it!  If testing helps to eliminate your CEO's bias towards acres of copy, do it! The marketing "mix" for optimization is going to take time to get right, but will yield tasty morsels of revenue improvement every step of the way.

We started Offermatica not because we discovered the magic algorithm that turned a computer into a selling machine, but because we found out that the keys to selling online were speed and control. Speed - because marketers had no time, so the machine was going to have to do the work.  And Control, because the marketer still needed to be "in the loop", either driving new ideas or removing crazy outcomes.

And remember this: Marketing is done by marketers. Machines just help us listen and aim better.

Ad:Tech Memories - it is about Lead Gen

Just finished up Ad:Tech and observed an interesting phenomenon. It seems that you either have an impressively constrained role in the marketing-cosm, or you are in lead-gen.

The roles in the interactive marketing firmament have hardened severely and unproductively - you are either SEO or SEM, ad creative or media, site or brand, etc. Sad, because consumers really don't consume media that way anymore.

Unfortunately, that is how it is fed to them.

The net result? An explosion of "Lead-gen" firms. I do not exaggerate. You couldn't swing a cat at Ad:Tech without hitting one. But what are they? And why are there so many? And why are they so profitable?

Perhaps Lead-gen is the Hedge fund phenomenon of the Interactive marketing industry. Groups of people that create arbitrage through math that normal folk would cring at. Perhaps they have technology that more precisely targets, prices, and aggregates leads.

Or, more likely, the only arbitrage is organization and staffing.

From an organizational perspective, a good lead-gen firm will not likely say "I can't control the landing page". They won't say "SEO is someone elses problem". They will look to find good leads and convert them into acquisition. They will learn how marketing is consumed to understand how consumers can be marketed to.

From a staffing perspective, they will hire people who are sick of being in a little box. They will hire marketers who "get it" and won't work in an environment of little boxes. These are people that brands, banks and retailers will not be able to retain.

This is an observation. It may be the right answer. Interactive Marketing may have become so niche-oriented that a modern corporate structure must outsource some or all to lead-gen firms. But agencies should certainly pay mind to it. You cannot out-market someone when you live by rules that they ignore.

Comments?

Blackberry - 10 second clip in a 30-second slot.

Browsing engadget.com (basically gadgetporn), I saw a lovely new, multimedia ad for the Blackberry pearl.  Beautiful phone, compelling ad, lavish splash page.  But it is my new poster child for crap advertising on the web.

Let this example serve notice - It doesn't matter how great your creative is.  If you don't carry through past the splash page, you are producing a 10-second clip for a 30 second slot.

The ad:

Nicely produced.  Clean.  And who is this Richard Wright fellow.  I must know more!  So I rollover to get:

I like Douglas Coupland.  And I am Generation X.  They really have my number.  So far, they have connected a banner teaser with a rollover teaser.

Click.

A very capable splash page/microsite.  Inexcusably slow to load, but perhaps this is the cost of style.  This new site is lush, smart and stylish.  I crave more information about the Blackberry.  Where can I get this fetish object?  How can I satisfy the cravings of my monkey-brain for the dark, beautiful pearl? Best Buy? Cingular?

So I click the "Where to Buy" link. 

I can only describe the painful disappointment of the page that appears next by asking you to remember that day in grade school when you were allowed to watch a movie in the gymnasium because the weather was too wet for recess.  You remember: movies!  At school!

You are mesmerized by some crappy animation of a popular kids book and the world disappears. But, alas, due to improper loading, poor maintenance, or just the vagaries of fate, the film suddenly freezes on the screen for a moment and melts through, in front of your very eyes. 

It takes only a moment for the celluloid to char and recede, eventually leading to the fwap, fwap, fwap of the uptake reel slapping the newly amputated film against the projector housing.  The film is now two films.  The first part a story that was absorbing you, and the second part an inert circle of film imprisoned on the reel.

Are you with me?  Good.

So I am on the Blackberry microsite and I click on "Where to Buy" and I can almost instinctively detect the odor of melting plastic.  The moody, brooding Pearl experience is now:

Excusing for a moment that this page DOES NOT EVEN ANSWER THE QUESTION WHERE TO BUY!, what happened?

Where is Douglas Coupland?  Where do I hear about modernism and auctions houses.  Where is the regal black and purple.

Fwap, fwap, fwap.  The film is over.  You are back in the school gym, and it is just a rainy day with no recess.

Here is a challenge to Blackberry and their creative team.  Fix this problem.  It is not hard.

Create a smooth interactive experience where a customer is engaged from impression through the entire interaction.

If a client asked a creative agency to produce a thirty-second spot, and they produced a beautiful 10-second reel.  They would be fired.  It is time to set the standards a little higher online.

As a postscript:  Do not ever, ever, ever put your CEO in the commercial on the web.  Especially not in a v-neck.  Believe it or not, we have tested this.

Outdoor - Can your "Site" be in the Line of Sight?

A story about a new use of Bluetooth technology in outdoor advertising caught my eye recently. Apparently, there's an advertising display in the school of Electronics and Computer Science at Southampton University in the U.K. which monitors Bluetooth wireless transmitters in the vicinity of the display.

The monitor builds a record, based on the Bluetooth device, of the ads the device-owners have seen, so that each time the particular Bluetooth device is again in the vicinity of the monitor, the monitor can display the ads in such a way that a person is not shown the same ad too many times.

For now, that's about as sophisticated as outdoor advertising companies are getting with Bluetooth technology -- CBS is streaming clips of its new shows to Bluetooth devices as people walk by certain billboards, which is interesting and maybe fun for the users, but the streams are not targeted in any way.

But it got me thinking about the future of advertising as it ties to relevance. If, for example, owners of Bluetooth enabled devices could add profile data, outdoor ad displays that monitored Bluetooth devices could serve even more relevant ads, based not only on frequency but on actual interest.

Interestingly, the outdoor advertising space is booming, and it is new technology that is driving the growth. Online, the technology exists already. We can target consumers much more granularly than we already are. We don't need consumers to enter their profile data into a Bluetooth gadget, because, in many cases, we have their profile data online, simply because they've shopped with us, or filled out forms for more information, or requested a white paper.

Some specific ways to target:
--By search term
--By previous purchases
--By previous searches
--By length of time since last visit
--By length of time since last purchase

How some of this might work:
I know of an ecommerce company selling children's clothes. They created a function that allows a parent to enter a child's gender and age. Each time the parent arrives at the site, the home page displays the clothing specific to that gender and age group. The parent can also enter how they want the clothing sorted (by price, by discount, by category).

Good use of targeting, certainly. Frustratingly (to me), the company fails to take it to the next level. If a parent uses the site for a year, what happens to the size choices they had made for their children?

Nothing. If you chose size 3T for your young son, the site would still pull up clothes in 3T the next year, and the next... unless you choose to change your profile.

Instead, what if the site "grew" with the child, offering 4T sizes next year, etc.? It wouldn't be a perfect solution, of course, as kids grow at different rates. But it would certainly be better than assuming the child isn't growing at all.

Or how about this:
You send newsletters to your clients. Each newsletter has three articles. You track which client is reading which article. With the next newsletter, you send those who read article A only stories based on topic A. Those who read article B are sent stories related to topic B, etc. Those who click through to your website from article B are served content based on article B, rather than content about A, B, and C.

Take that one step further, as well: after those who have been reading articles about topic B for awhile (however long you designate), you know that their knowledge has reached a point where they can now devour articles on the next topic. You begin targeting them with the next level of information.

We're already there...
This stuff is all pretty basic, and it's being increasingly done by smart marketers. But we can, and should, take it even further. The more we can adopt it, the more consumers will be offered the content they want. And when that happens, they'll begin to seek out advertising, rather than simply tolerating it, because it will be absolutely relevant.

Advertisers won't have to worry about the "skip this ad" button when they're running a pre-roll ad. If we do it right, and the television industry learns from us, they won't have to worry about their ads being TiVo'ed through, either.

Don't let the oldest advertising form in the world -- the out-of-home industry -- catch up with us. Let's keep pushing the envelope and taking relevance and targeting to the next level.

Web 2.0 - It is about Relevance

I recently heard about a company that's using AJAX to improve the customer experience. It's a flower delivery site in the U.K. called Serenataflowers.com, and the different search and explore options that were available had customers searching and reloading pages interminably.

To cut down reload time, and thus reduce "bounces" (or people leaving the site who got tired of waiting for reloads), the web team implemented AJAX on their flower category pages (here, for example).

Now, visitors can use filters such as color, price and popularity to sort through the variety of arrangements available without having to wait for reloads. Conversions have increased between 10 and 15 percent (though, frankly, I have to say that the color sort option is pretty confusing until you play around with it a bit).

Check it out: it's a nice example of using a Web 2.0-ish feature for the sake of the customer, not simply to be doing something new and innovative online. As I've said before, just doing a Web2.0 design doesn't cut it.

BTW, I would also encourage some testing for Serenata to see if they could remove about half of the content on the page.  More relevant pages mean that you should be able to be more precise about what to show and not show.

Site 'Feature Bloat' and Harvard Business Review

An article in May's Harvard Business Review talks about "feature bloat," or the fact that manufacturers love to cram as many features and capabilities into products as possible. The interesting point of the article is that consumers love products with lots of features -- until they actually have to use them.

Then, according to a recent study from the Marketing Science Institute, consumers become unhappy with those same products. This effect has three unfortunate side effects: consumers return the product, consumers talk negatively about the product, and consumers take their business elsewhere.

Aren't we in the online world equally guilty of feature bloat? Look at our websites. We cram as much functionality and as many features into one page as possible: several ways to search, multiple ways to sort, customer reviews and manufacturer reviews and seller reviews, the ability to view the page as a webpage or as a catalog page... and on and on.

What's more, we're constantly in search of even more and better functionality.

The article points to a New Yorker cartoon where a man approaches a sales clerk in a store and asks, "Do you have any phones that make phone calls?" I can relate to the cartoon man's plaintive question, because I feel the same when I hit certain websites -- all I want is to find an interest rate, buy a sweater, send a thank-you gift.

The rest of the site is just noise.

And, because unsatisfied consumers often don't return to the place of purchase, the article cautions, companies should hesitate to bet their future against their features.

But how do we avoid it, particularly when consumers think they want feature-laden websites?

That's not a simple question to answer, but I've been thinking about several things. First, whether they know it or not, consumers crave simplicity. Look at the success of Google, with its Spartan home page. The vast majority of people go to Google with a single purpose in mind: to conduct a search.

Simplicity, though, means you must have an ability to target. And targeting often means that you ignore one group to focus on another.

So where does the answer lie? I believe the most fruitful will be an approach that allows people to release more versions of their sites simultaneously. Sites that are targeted better -- and more simply.

Take an online publisher of marketing content, for example. Imagine I typed in the phrase "search engine optimization articles" on Google, found the publisher and clicked through to the site. In today's world, I would likely land either on a category page filled with every article even closely aligned with SEM, as well as tons of navigational choices, or on a home page with some content and a lot of branding that would reassure me I'm in the right spot.

Now imagine, instead of either of those choices, I landed on a home page that -- maybe -- contained some branding elements. But mainly it would have, oh, say five articles, all very targeted to the subject I typed in (search engine optimization). Say those articles were in the center of the page, with almost nothing else around them. Imagine, perhaps, a reassuring brand statement at the top of the page, a refined search to the right so I could add more search words if I didn't find what I was looking for, and nothing else.

What do you think? Too sparse? Too scary? Maybe. But in thinking about it, I almost breathe a sigh of relief imagining how quickly I could get to what I wanted.

Now imagine that every other visitor to the very same site (of course, it could now hardly be called a "site" but more of a series of experiences) saw the very same type of targeting. In essence, nobody would see the same thing, but everybody would see something relevant.

This is where we're headed. It will take testing, tweaking, trying again. It will take major failures to get there.

But I'm betting that when we begin targeting -- not broad targeting that ignores most of our visitors but specific targeting that allows us to offer relevant content at the right time and to the right person -- our visitors will feel that they have gotten the best of both worlds, a world of simplicity, where the features are abundant but they don't have to use them. We do it for them.

Your email offers can continue on the site itself...

Sometimes web marketing presents us with false choices.  Like email promotions.  You can run a test through most email services of a promotion.  Three versions to three groups, then test the result. 

But then you have to face a choice, right?  If you change the email, then the site can't repeat the offer.  Maybe you can create three landing pages, but three sites is too much to ask of any site group. 

But this is a false choice.  Offers in emails don't need to be restricted to the email itself. Instead, a marketer can reinforce the message from the email throughout the website -- and can show that targeted content only to the people who received the email, while all other visitors see the usual site content.

Offermatica and Peet's Coffee & Tea implemented a cool campaign like this. The company sent three emails testing what dollar theshold would work best for a free shipping promotion. But unlike most email tests, Peet's didn't simply offer the promotion in the email and hope the potential customer would remember the promotion (and thus have more incentive to shop) once they arrived at the site. Rather, Peet's ensured the prospect would remember the promotion because the promotion was repeated on the website.

So, how could they repeat the offer, when they were actually testing three different offers? Simple. We cookied the emails, then created content slots on the category pages of the site that served up different content depending on the origination of the visitor. Visitors clicking through from Email A were shown banners on the site that repeated offer A. Visitors who saw Email B were served banners with offer B repeated. And so on.

Peet's got tremendous results. And, it was fast and easy.

You can read the entire case study here.

Ford Motor Co's Single Best Marketing Initiative

In Bryan Eisenberg's interesting wrap-up article about the Emetrics Summit, he pointed out some of the exciting things that Ford Motor Company has been doing. For example, the automaker is using information it gleans from an online "build your car" configurator to predict demand for certain cars and features.

I saw the presentation, and I agree that Ford is doing an amazing range of marketing, including all sorts of rich, gooey, ajax-y type projects such as the above. But after the presentation, I cornered the presenter -- Stacey Coopes of FordDirect -- and asked her, "If you only had time and money to do one of these things, what would you do?"

After thinking about it, she answered, quite simply, "I'd repeat the keyword from my ad on the site. That's what really has given me the most revenue for the lowest effort."