14 Hot Ideas in Free and Paid Search

For example, an online marketer with 4,500 SKUs and a 5,000-page Web site should test 20,000 to 30,000 terms, expecting 5,000 to 10,000 of these terms to work long-term.

Keyword counts (adwords.google.com/select/KeywordToolExternal) can be inflated artificially with no benefit — for example, by pre-pending “buy” or post-pending “online” — your object is real unique phrases with actual traffic and marketing opportunities.