HOW TO: Choose the right key words
Selecting keywords is one of the most important parts of creating a successful AdWords campaign. To pick the best keywords, use this five-step process
Step 1: Expand
First, come up with as many relevant keywords as possible. What does the business sell? What are the advertiser's goals? If it's to sell purebred puppies, some good keywords might be 'purebred puppies' and 'purebred dogs.' Even better are keywords focused on specific breeds like 'poodle'. List all keywords that come to mind. It's a good idea to avoid less specific keywords, like 'dogs,' which usually cost more and usually don't relate to a user's specific search.
AdWords also provides a Keyword Tool that generates keyword ideas. Access the Keyword Tool, enter keywords similar to the ones you want to find, and sort the results.