So you've decided to run a Google AdWords Campaign. Great! What is the next step that everyone takes? Sitting down and brainstorming up what all of the keywords that they think that their customers might use to look them up. This is a great next step; however, it is not the end all be all to what your customer's might be searching.
Keyword- This is what you and your team came up with to decide what YOU think that your site visitor is searching for.
Search Query- This is what your actual visitors are searching for to reach your site.
Many times there will be a lot of overlap between the two, but not always. To start, you will need to come up with some good guesses about keywords, and then after you have collected some data you can move on from there. I am not going to get into how to get all of the data, because then this blog post would be 50 pages long, but the point of this is to re-think how you are running your AdWords campaign, and what you can do to improve your Google AdWords campaign. If you focus on trying to improve your Google Adwords Campaign, and then you will actually be able to decrease your advertising budget significantly to achieve the same results. Google Advertising may seem simple and straight forward, but in reality it is so complex that you need to spend a lot of time researching how it works, what you can do to improve it and then constantly testing those improvements to see better results.