Sometimes we’re tempted to put in short, generic keywords in the hopes of getting more clicks and more attention. When it comes to PPC campaigns, this isn’t a good idea.
While you *may* get more clicks, they’re going to be mostly useless. The more generic your Keywords, the more generic your audience. A percentage of people searching for *vacuum cleaner* will not have any interest in the *hoover vacuum cleaner bags* that your site is selling.
The result is you pay way more for much less.
When choosing keyword phrases consider including more than 3 words in a phrase. Look at the previous example:
eg. vacuum cleaner -vs- hoover vacuum cleaner bags
Think about how you yourself search for things online. If you want to buy something and you know what it is, you’ll type in several words to make the results as specific as possible. Those are the people we want coming into our site — decided buyers.
On the other hand, when we are researching or unsure about a product of service, we type in more general queries, and browse through the results just to learn, but rarely take action.
Make sure your keyword phrases are targeting the specific, decided buyer, and using more than 3 words when possible.
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