When describing your site or product, break away from industry speak. Remember, your target audience probably doesn't work in the same field that you do. You may think your site is easy to find but your customers aren't searching that way and if your site centres around these terms, they'll never find you.

• Try to come up with the perfect combination of words to drive customers to your site
• Brainstorm all the words you think a customer would type into their search box when trying to find you.
• Try to cover all the services your site offers do not be too general the more Niche the better. If you are promoting Shoes do not put shoes but what type of shoes. e.g. Red shoes, Red lace up shoes
• When you have a list of approximately 20-30 keywords you then need to do the Keyword Research. Most companies make a charge
  for this but there is an excellent programme to do this for you Keyword Analyzer by far the best I have come across.

• Use your top keywords in your Title Tag, Meta Description Tags, Meta Keywords Tag, Headings, Page Content, Anchor Text and Navigational Links
• Separate your keywords with a comma.

Keyword Matching Options

You can specify your search-targeted keywords as broad matches, phrase matches, exact matches, or negative matches. These options can help you refine your ad targeting, spending less on irrelevant clicks so that you increase your return on investment. Use a combination of two or more of these techniques to run an effective ad campaign.

Broad Match - This is the default option. If you include general keyword or keyword phrases-such as tennis shoes-in your keyword list, your ads may appear when users search for tennis and shoes, in any order, and possibly along with other terms. For example, your ad may appear for the queries buy tennis shoes and tennis trainers but not tennis players. Your ads may also appear on relevant variations of your keyword phrases and plurals, as well as some related keywords and phrases via our expanded keyword matching technology.

Broad matches are often less targeted than exact or phrase matches. If you decide to use broad-matched keywords, we recommend you create keyword phrases containing at least two descriptive words each.

Phrase Match - If you enter your keyword in quotation marks, as in "tennis shoes", your ad will appear when a user searches on the phrase tennis shoes, in this order, and possibly with other terms in the query.

In this case, the search can also contain other terms as long as it includes the exact phrase you've specified. For example, your ad may appear for the queries buy tennis shoes and tennis shoes store but not shoes for tennis.

Exact Match - If you surround your keywords in brackets-such as [tennis shoes]-your ads will appear when users search for the specific phrase tennis shoes, in this order, and without any other terms in the query. For example, your ad won't show for the query red tennis shoes. Although you won't receive as many impressions with exact matching, you'll likely enjoy a higher click through rate, because users searching for these terms are typically looking for exactly what you offer.

Negative Keyword - You can use negative keywords to weed out irrelevant searches. To specify a negative keyword, place a negative sign (-) before the keyword. If your keyword is tennis shoes and you add the negative keyword -cheap, your ad won't appear when a user searches for cheap tennis shoes. You can apply this option for a keyword at both the ad group and campaign level. E.g. if you were promoting Pepsi you would put Coke as a negative keyword as you do not want you add popping up every time someone types in Coke