Let us start this piece with an analogy. A man hears Beethoven’s Fifth Symphony on the radio as he sits in reception before a business meeting. Amazed by the tempestuous beauty of the piece, he decides that he will learn to play it and sell it as his own.
It is not long before he is laughed out of town by people already familiar with the piece, and he realizes that what matters is not the ability to recognize something amazing, but the ability to be creative and to turn one’s talents to being individual and remarkable. Humbled, he goes away and tries to create something new – it’s not as good as Beethoven’s Fifth, but it is his own and people appreciate it.
Now, selecting keywords for a PPC campaign is not as exacting a task as creating classical music, but there is a similarity. You can put as much effort as you like into getting the most valuable keywords, but remember that the competition at the top is markedly more fierce than it is anywhere else.
You can bid low on the most valuable keywords, but this will by necessity mean that you get fewer clicks and you will make less money. Being innovative in how you approach keyword selection means that you will attract more clicks for less competition.
It is therefore better to spread the net a little wider, think about keywords that are similar to the most valuable one without having the same high price on them. If your budget is smaller than those of your competitors, you need to make it go further.
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