To start would be with the client a detailed conversation about its products and services. Once you have complete information about the business customer, start making a list of keywords. When you're done, compare it with the client. In most cases, your list will be much wider. Traditionally, companies advertise only those products that just forgetting about the services.
It's a pity, because often the keywords associated with products, more words relating to services. Standard questions before beginning the campaign in the contextual advertising: What the main products you sell? What basic services do you offer? What distinguishes your products from competitors' products? V How are your services? In what sectors are you currently working? In which sectors would you like to work in the future? What marketing materials do you use to promote products and services? How do customers usually find out about your business? And what words to take advantage of the consumer? The goal of any PPC advertising – to attract as more visitors to the site of the customer. So you need to argue from a position of an ordinary user. What words would you have introduced yourself in the searcher, if you wanted to buy a particular item? Take the example of a company producing waste bins in stainless steel. If you were a buyer, what words would you have typed into Google, Yandex Rambler or to find this company? Installing the Doorphone to the apartment. Video intercom to the entrance. Repair intercom.
If you would be purchasing agent for a large company, the list would look different: Installing the access control system. Service intercoms. Installation of warning systems. Morphology of the keywords. Use the same keyword in the singular and plural. Also include a list of same root word. For example, if "teaching" is part of the passphrase, you should include in the list, and words such as "learning", "teacher" and "Training". When the place is important. If location is important for the company your client, then stoit use keyword phrases geographical name. For example, "Sydney surfboard", "Australian surfboards, "etc. Such phrases are most often fall into the category" middle ground ": they can be quite cheap in the market of contextual advertising, but it will not yield in terms of conversion. Software provision of assistance. Once your list will grow to 50 words, you can enjoy all the comforts of software generators keywords. With programs like Google keyword tool, Overture, Wordtracker, Yandex: statistics of requests" and ad.rambler.ru / swrds You can increase your keyword list to hundreds, using their different combinations. Conclusion. By compiling the initial list of keywords for PPC advertising should be treated carefully and responsibly. This is an important step towards to the success of the campaign on contextual advertising, so do not sweat it. Ask colleagues and friends what words come to their mind when they see products and services to your customer. Resist the temptation to use the software for do all your work. Remember that the more words have been picked up by hand, will be in your initial list, the more you will get a complete list with the help of software.