Build Out Keyword Sets Before you can get started with PPC, the first thing you need to do is determine what keywords you are going to bid on. Since you have no historical data, you will need to run some small tests to determine what works and what doesn’t work for your business. Initially, you will want to focus your test on smaller groups of keywords that are likely to perform well. When researching keywords to bid on, think like your customers. What words might they be using to search for. Keywords that are intent related or product specific are going to be some of the best words to start with, so you’ll definitely want to spend some time on those. The AdWords keyword tool is effective in helping you come up with keyword ideas, but make sure to review the keywords carefull and pick those that are specific to the products and services that you offer. As you can see in the image below, if I were selling bedding on my website, bidding on words like bed or bed and bath are probably a bad idea, however, bedding linens might be a better choice.
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