Select a few broad keywords or keyword phrases, a few direct keywords and several niche keywords. Broad keyword will appeal to a wider audience, and will probably have higher click-through rates. However, those visitors might be less qualified than visitors responding to direct or niche keywords. Direct keywords and keyword phrases include parameters that will further focus your visitors. Niche keywords should include industry or product segment jargon, or other terms that only your target audience might use. Launching campaigns using each of these keyword categories will help you achieve both quantity and quality of visitors, and you should track campaigns in each category to identify what visitors and sales each kind of keyword is yielding.
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