Chapter 3: Making Keyword Lists That Sell
In This Chapter
Selecting and organizing keywords
Selecting match types
Working with keyword destination URLs
Understanding advanced keyword-targeting techniques
Expanding and contracting keyword lists
The keyword list is the foundation on which your campaigns are built. A good, well-organized keyword list can make a lot of difference in how your account performs — or doesn’t perform.
This chapter shows you how to build, expand, and organize your keyword lists for the most effective return on your investment. It also shows you how to segment individual keywords further to give your site’s visitors the best user experience possible.
Choosing Keywords
Generate keywords that describe the product or service being offered, such as colors, styles, sizes, or brands. Depending on how popular these terms are, they might have to be sectioned into separate ad groups or campaigns.
Also, if you sell a variety of products, you should have a separate ad ...
