A schema is a concept that is entrenched in the minds of your audience. Say a word and immediately people think of a concept. “Drive”, for instance. Everyone who hears it will automatically think of automobile. But use the word in a different context and you can still play off the old familiar concept effectively: ie. “Drive it home”. Get the picture?
It’s easy to do. Just think of a concept that people in your niche would know and associate with popularly. Use that concept to drive (get it?) traffic to your website using killer PPC ad content.
Suppose you want people to click the link in your ad and download a new software that you’ve developed. Would it be more effective to tell them “download my software” or to say “watch your profits soar!” What is soar and what does it have to do with software? Well, it doesn’t have anything to do with software. Birds soar. Computers don’t. But you want your readers to associate flying high with your software and their profits. So you tie their profits to your software by using the word “soar” in a different context. Believe me, it works.