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How can you begin using segment optimization in your campaigns? Start by making a list of possible segments within your audience. Who are the different types of people who look for you online - and why? Don't restrict yourself to the way you may have segmented people in your database or your business plan. Brainstorm what's important and relevant from the respondent's point-of-view, by considering any or all of the following issues: * the specific "problem" the respondent wants to solve * the demographic/psychographic "persona" of the respondent * the respondent's stage in the buying process * the role of the respondent in their organization * the respondent's geographic location * the respondent's industry or the size of their organization These are your initial buckets into which respondents could be segmented. Don't worry if there's overlap between buckets, as these won't necessarily be either/or choices. Next, review the keywords and ad creatives you're running in your search marketing campaigns. For each keyword/creative pair, ask yourself - is there a particular segment that its respondents would clearly belong to? If the answer is yes, add it to that bucket along with the number of clicks per month it generates. If there answer is no, leave a question mark next to it - perhaps with a handful of segments it might appeal to. For instance, in our example above, the keyword phrases "french exam" and "college french" are obvious candidates for the student segment. Phrases like "business french" and "executive french" fall into the business traveler bucket. But "learn french" can't be segmented just from the keyword. Now, look over your segment buckets and see which ones have the most number of clicks per month. These are your best targets for segment optimization. For each one, create a dedicated landing page that is focused on the needs, wants, and characteristics of that particular