It is always important to start a pay per click campaign with a targeted but fairly broad list of keywords. Using our own campaign as an example - whhn we first started advertising ourselves as a business start up using pay per click for our own website we listed 100s of different 'base' keywords and then variations of those keywords. For example the following are 'base' keywords for pay per click purposes:

Search engine marketing

Web marketing

Internet advertising

To exemplify what I mean by variation, taking the top keyword the following would be variations:

search engine marketing company

search engine marketing agency

search engine marketing solution

search engine marketing solutions

etc etc 

Now, nearly 5 years later we only run with the most successful base keywords and variations (it didnt takes us 5 years to work this out!) For example:

Base keyword = pay per click management

Keyword variations of base = pay per click management agency, pay per click management services, pay per click campaign management.

We only run for about 5 different base keywords. Our own pay per click campaign is so slick we do this not because these keywords produce the most enquiries or even because they produce the cheapest cost per enquiry but because the produce the highest quality enquiries about our pay pe rclick management service.  Pay per click campaigns always have a very steep learning curve - the end results are very powerful and can be based on guaranteeing position for those relatively few keywords that are absolute gold dust.

Andy

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