•Keep specific keywords that relate best to your product or service. Remove keywords that are irrelevant or are likely to bring you the least amount traffic. Well-targeted keywords generally have high clickthrough and conversion rates, while irrelevant keywords are likely to have a low clickthrough rate and a low number of conversions.
•Keep your keyword lists small and manageable. Try keyword lists of 20-30 tightly themed terms, and expand or refine as needed.
•Two- or three-word phrases generally work best.
For example, instead of the keyword coffee, use fair trade coffee or gourmet coffee beans. Consider removing any single-word or general keywords. These are often too broad and can lead to clicks from people who are less likely to be interested in what you're offering.
Testing and refining keywords regularly
To keep up with the dynamic nature of online advertising, you should continue to test and refine your keywords. Build on keywords that work, and delete others that don't. Track your results by reviewing your campaign performance statistics.
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