You might assume that top search terms would be good choices for keywords, as logical as this seems - it doesn’t take into account other competition.

By providing descriptive terms, you will attract a better quality of traffic. A phrase like ‘travel book’ will result in more conversions that ‘book’ because it will appear to people who are specifically looking for a travel book. Providing a term like ‘travel book India’ will result in even more conversions.

If you have a low conversion rate, then the majority of visitors who click into your website won’t end up buying from you – what’s the point in 100 clicks but no customers?

By focussing on very specific keywords, you will achieve much higher quality clicks. This will lead to a significantly better conversion ratio and a much higher ROI.

According to Google, it is a good idea to create a list of search terms that consumers might use when performing an Internet search for specific goods and services.

With Google’s conversion tracking tool and Google Analytics, you each track each of your campaigns and if you are disappointed with the clicks an ad draws then you can make the necessary changes.