Keyword Classification Data

These data points allow you to leverage the full power of the tool.  These are broken down into essential and optional sets of data.  As with the organic and paid data, all data should be provided as CSV. 

Note:  You can upload changes at any time via the Upload functionality.  Additionally, you can use the integrated segmentation tool to classify keywords at any time. Essential

Classification – Keyword Priorities

Description: This is segmentation is to prioritize keywords into buckets that all you to focus on those which are the most important to the business.   Many of the analysis functions and reporting are based on this classification. 

Common Classifications: Strategic, Tier 1, Priority, Critical, Important

Classifications

Description

Suggested Count

Tier 1

This classification is for your most important keywords.   These are words that are the most important to the overall performance of your program.

500

Tier 2

These are similar to Tier 1 and are often expansion of Tier 1 keywords.  These are words that are also important to the business are not valuable or strategic enough to classify as Tier 1.  

2000

Tier 3 (optional)

These are similar to the previous Tiers of keywords. These are words that typically fall into the long tail that we want to monitor to watch them for performance changes.

No limit

Unclassified

These are keywords that have not yet been classified into a prioritization category.  These are typically words that are newly added from one of the dynamic sources of data. 

No limit

 

File Naming Convention: keyword_priority.csv

Column Format:

Keyword Phrase

Priority

Keyword 1

Tier 1

Keyword 2

Tier 1

Keyword 3

Tier 2

Classification – Preferred Landing Page (PLP)

Description: Preferred Landing page are specific pages on your site that have been identified and the best page to rank for a specific keyword phrase.   For example, on Adobe.com, the optimal page for “Cheap Flights” is the page www.Adobe.com/Flights  - this is the page we want to rank.

There should only be one primary URL for each keyword.  Sometimes a company may have a vanity or promotional URL that they want to be interchangeable with the PLP this is added below via the “Secondary URL” classification. 

Note:  You don’t have to have them for all keywords.  To start a handful are sufficient to allow the PLP Modeling functions to be engaged.  If you don’t have PLP’s or secondary URL’s they can be added later. 

File Naming Convention: keyword_plp.csv 

Column Format:

Keyword Phrase

PLP

flug und hotel istanbul

http://www.lastminute.de/angebote/staedtereisen--istanbul.html

flüge frankfurt new york

http://www.lastminute.de/Frankfurt-New-York

flüge istanbul berlin

http://www.lastminute.de/Berlin-Istanbul

 

Optional Classifications

Classification – Line of Business

Description: This is segmentation is to identify keywords that are aligned to a specific line of business. You can use as many as are applicable to your business offerings. These can be in English or your local language.

Common Classifications: Business Unites, Product Lines, Brands  

Classifications

Description

Acrobat

Keywords related to Acrobat product line

CS5

Keywords related to CS5 product line

Photoshop

Keywords related to Photoshop product line

Brand

Keywords related to the Adobe Brand 

 

File Naming Convention: keyword_lob.csv

Column Format:

Keyword Phrase

Line of Business

Keyword 1

Acrobat

Keyword 2

Photoshop

 

Classification – Keyword Type

Description: This is segmentation is to identify specific types of keywords – mainly branded and non-branded so we can sort and model their performance. We want to compare “Adobe Photo Editing Software” against “Photo Editing Software”

Common Classifications: Branded, Competitor, Brand

Classifications

Description

Branded

These keyword phrases are or contain one of the Adobe brand names.     

Non-Branded

These are any keyword that does not contain a Adobe family brand name

Brand Misspell

These are keywords that relate to the brand but are misspelled.

Negative

These are keywords that have been set in your PPC campaign as negative.  These are keyword partials or phrases themselves which you do not want to show up for.  Not all campaigns will have negative keywords.

Unclassified

These are keywords that have not yet been classified into this segmentation.   These are typically words that are newly added from one of the dynamic sources of data. 

 

File Naming Convention:  keyword_type.csv

Column Format:

Keyword Phrase

Type

Keyword 1

Destination

Keyword 2

Destination

Keyword 3

Branded

Classification – Category

Description: This is segmentation is to identify specific types of keywords and place them into a category that better describes what they are related to and batch them into logical segments for deeper analysis of searcher interest as popularity.  Very similar to Line of Business but those are ownership keywords and not context.

Common Classifications: Categories of Products  

Classifications

Description

ACT

These are keywords that are related to specific activities like SCUBA diving, skiing or theater tickets.

AIR

These are keywords that are related to airline tickets, flights and flight destinations

CITY

These are keywords that are related to European quick trips and city breaks

Unclassified

These are keywords that have not yet been classified into this segmentation.   These are typically words that are newly added from one of the dynamic sources of data. 

 

File Naming Convention: keyword_category.csv

Column Format:

Keyword Phrase

Category

Keyword 1

AIR

Keyword 2

HOT

Keyword 3

BRAND

 

Classification – Buy Cycle

Description: This is segmentation is to prioritize keywords into buckets along the typical consumer travel category purchase cycle.   You may not have any of these classifications but If you do this is where you can assign them. 

Common Classifications: Research, Shop, Purchase,

Classifications

Description

Interest

Keywords which identify searchers with an interest in an Adobe product category

Research

These are searchers who have identified a specific product or solution and are looking for more information and deals on that product. 

Purchase

These are words that typically result in a conversion. Typically branded and very specific phrases for product or service.

Unclassified

These are keywords that have yet to be classified as being part of a specific buy cycle segmentation

File Naming Convention: keyword_buycycle.csv 

Column Format:

Keyword Phrase

Buy Cycle

Keyword 1

Interest

Keyword 2

Research

Classification – Persona

Description: This is segmentation is to prioritize keywords into buckets related to personas you have developed.  You may not have any of these classifications but If you do this is where you can assign them. 

Common Classifications: Research, Shop, Purchase,

Classifications

Description

Affluent Traveler

These are searchers who are looking specifically for luxury travel options

Budget Traveler

These are searchers who are looking for a deal and/or inexpensive options

Business Traveler

These are searchers who are looking for travel characteristics of a business traveler such as location, near airport of convention center or a class of travel.  

Loyal Traveler

These are words that typically result a searcher who is loyal to a specific brand.

Unclassified

These are keywords that have yet to be classified as being part of a specific persona segmentation

File Naming Convention: keyword_persona.csv 

Column Format:

Keyword Phrase

Buy Cycle

Keyword 1

Interest

Keyword 2

Research

Note, you have the flexibility to create additional classifications that may suite you business.