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Adam Randall
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Aidan, post: 15248 wrote:
If you sell tennis shoes you would create adgroups (ad variations and their related keywords) around the things you sell, so you might have a group for ‘nike tennis shoes’ another for ‘discount tennis shoes’ and another for ‘ladies tennis shoes’. (I could go on and on…)

Those adgroups would ONLY have keywords DIRECTLY related to the product on offer. i.e. they would not have spurious KW’s such as ‘Paddington Council’ or indeed any other council, borough, city, county, country or continent or any other completely unrelated word such as ‘humpback whale’.

Thats not accurate at all, if I was selling tennis shoes I may do a campaign with keyphrases for knee or ankle injury, on the surface nothing to do with Tennis shoes.

The idea is to look for angles that 1000 other people are not targeting, its hard to do but worthwhile when it works.