Keywords are one of the more complex parts of a PPC campaign. In part due to how many possible combinations and settings you can adjust on them, but also because the keywords that users search along with how often, changes on a daily basis. A keyword can be extremely popular one day, and afford you a lot of clicks and then the next you can receive very few. This means that a number of settings need to be watched and adjusted on a very regular basis. With a wide variety of different combinations of keywords, keyword testing of is often times necessary to find the most successful keywords for that client and or location. Again, search habits can vary widely from area to area and finding just the right combination is vital.

Some useful tools for finding and creating a diverse keyword list:

• Keyword Spy – See what your competitors have been advertising in Adwords & other PPC campaigns, as well as natural search results. Complete in-depth analysis on, stats, budget, affiliates & ad copies. URL: http://www.keywordspy.com

• Keyword Discovery – A search term suggestion and keyword research tool to offer a more reliable alternative to the original Overture suggestion tool. URL: http://www.keyworddiscovery.com