5 Tips to Building an Effective Google Adwords Campaign

4. Long-tail keywords — broad isn’t always better. The more traffic and volume isn’t necessarily better. Generic keywords or phrases typically have increased competition and are more costly. They tend to generate less qualified visitors who are researching or early in the buying cycle, therefore less likely to convert on the first visit or in the near future, if at all. Expand your keyword list with longer phrases to pre-qualify the searcher and capture them at a later stage of the buying cycle. Incorporate a mix of short- and long-tail terms to maximize opportunities and leverage budgets to determine where the best return on investment is achieved, the whitepaper advises. Use Google’s keyword research tool to access data that provides the search terms, their search volume and the competitiveness of the terms.