Keywords are the heart and soul of AdWords ads. Therefore, in order for your AdWords campaigns to be any successful, you would need to set it up with keywords that would bring in the best business, whether in traffic that comes to your site, the actual new clients you get, new sales, or even just mindshare.

Basically, you would need to set up keywords that are specific and targeted at your intended audience. Here are a few tips.

Use specific keywords. Remember that the World Wide Web is a large place—and its users are not geographically-bound. While AdWords now offers geographical-targeting of ads, this is still too broad. So if your product or service is geo-based (say, you own a store or shop), be sure to specify your city or locality. As for online-related products that are not geographically-bound, it would still be best to be as specific as possible.

For instance, you specialize in designing websites for e-commerce sites, you can say “web design” and that would be too broad. If you say “web design e-commerce” then you would be able to target your advertisement at a more specific audience, and this would be more effective.