Google Moving to Google AdWords A Hands-On Guide for Premium Advertisers - Manual (Page 10)

2. Select keywords
Identifying many keyword variations enables you to pinpoint users looking
for your product or service. Remember that general keywords (“installation,”
“management,” “business systems”), including short words, adjectives, and
many one-word keywords, typically generate many ad impressions, but fewer
clicks and conversions. Ultimately, the better your keyword matching is,
the higher your CTR, and the less likely that your ads will be disabled.
Be specifi c and relevant. Choose words specifi c to your product, industry,
promotions and offers, and relevant to your target audience.
Use the words you own. Select corporate and brand names, product names,
tag lines, core technologies, industry jargon and key partner names. You
shouldn’t use names or trademarks owned by competitors.
Target your geography. Include terms to fi nd local customers. To reach
non-English speakers, or advertise outside the United States, use Google’s
powerful country and language targeting options.
Use alternate phrases. Use all the words and phrases customers might use
to describe your business or product, including plurals, synonyms and verb
forms that your competitors may not think of.
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