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Needs/Context
PARTICIPANT FOCUSED                           [Word(s), Device
                                                                                 Decision Making Role         Landing Page/Info Expected
CAMPAIGN SPECIFICS                             Used, Location]
                                                                              [Maker, Influencer, End User]            [Content]

                                        Needs Smartphone, Desktop              Decision Maker & End User       Price, Functionality, Service
                                                 Search                                                                 Providers

                                             BRAND FOCUSED CAMPAIGN SPECIFICS
         Keyword Type                                                           Keyword Business Owner            Other Stakeholder(s)
                                                                                   [Name/Business]                [Name/Department]


                                                                                                                 Regional & local stores,
           Core brand                               “Apple”                          Apple Corporate
                                                                                                              resellers, affiliates & servicers

                                                                                                                 Regional & local stores,
         Product Name                              “iPhone”                          Apple Corporate
                                                                                                              resellers, affiliates & servicers

                                                                                                                 Regional & local stores,
        Brand + Generic                     “Apple Smartphone”                       Apple Corporate
                                                                                                              resellers, affiliates & servicers

     Brand + Geo-modified                     “Apple New York”                      Regional Manager                 Apple Corporate


    Geo-modified + Generic               “Manhattan Smartphone”                          Local Store                 Apple Corporate

                                                                                                                 Regional & local stores,
             Generic                            “Smartphone”                         Apple Corporate
                                                                                                              resellers, affiliates & servicers



©2013 Performics. Creative Commons Attribution Non-Commercial license granted for use.

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Performics Keyword Governance Plan Template

  • 1. Needs/Context PARTICIPANT FOCUSED [Word(s), Device Decision Making Role Landing Page/Info Expected CAMPAIGN SPECIFICS Used, Location] [Maker, Influencer, End User] [Content] Needs Smartphone, Desktop Decision Maker & End User Price, Functionality, Service Search Providers BRAND FOCUSED CAMPAIGN SPECIFICS Keyword Type Keyword Business Owner Other Stakeholder(s) [Name/Business] [Name/Department] Regional & local stores, Core brand “Apple” Apple Corporate resellers, affiliates & servicers Regional & local stores, Product Name “iPhone” Apple Corporate resellers, affiliates & servicers Regional & local stores, Brand + Generic “Apple Smartphone” Apple Corporate resellers, affiliates & servicers Brand + Geo-modified “Apple New York” Regional Manager Apple Corporate Geo-modified + Generic “Manhattan Smartphone” Local Store Apple Corporate Regional & local stores, Generic “Smartphone” Apple Corporate resellers, affiliates & servicers ©2013 Performics. Creative Commons Attribution Non-Commercial license granted for use.