How to Select Keywords for Pay-Per-Click Campaigns
By: Spin Sucks
My favourite part about this article is it starts out by saying that you pick your SEM keywords to LIMIT your traffic. This is something I knew sub-consciously, but never really thought about. Basically, you want to use keywords that are targeted enough that you only get the people who have the highest chance of becoming a customer. Otherwise, you’ll be paying a lot more for people who aren’t your ideal target market. Plus, the more common the keyword, the more you’ll pay.