Golden Adwords Rule #1

Find as many keywords as you can which relate to what you are selling.

This is an easy advantage you can score over your competition because so many advertisers only use a few keywords which describe their product or service. For example, if you sell insurance the obvious keywords might be "insurance", "house insurance", "personal insurance", "travel insurance" and so on. However, because these keywords are so popular there are huge numbers of advertisers competing for them. So, because you are ‘bidding' for your advert's position against other advertisers it can become extremely expensive as everyone tries to outbid everyone else.

The trick is to bid on as many keywords and keyword combinations as possible that relate to your product or service as well the main keywords. So, using the example above you might try keywords such as, "free insurance quote", "insurance agent", "family health insurance", "health insurance plan", "insurance [your town/area/county]" etc.

The more keywords you bid on, the more traffic you will attract. However, because you are choosing less competitive keywords the cost of the click is dramatically reduced. So you can get just as much traffic (if not more) at less cost.