Choosing the right keywords is very important. Because advertisers bid on keywords it is important they choose specific keywords vs. generic keywords so they do not waste their budget taking clicks that are not very relevant to their product or service. Another way to further enhance your keyword list is to make good use of the various keyword matching options. With the proper use of keyword matching your specific keyword list can be refined further to better optimize your account. The different matching options are: Broad, “Phrase”, [Exact], -Negative, and -[Embedded Match].
A healthy keyword list with proper use of keyword matching allows advertisers more control over what search queries result in their ads being shown and ultimately better control of their budget.
To get started in creating your keyword list AdWords has designed a keyword tool.
AdWords Keyword Tool
While the keyword tool is a great place to get started with selecting keywords it is still up to advertisers to make sure they create a quality keyword list and make good use of keyword matching options
