If you want to avoid having your fingers burnt and running up a huge advertising bill on Google AdWords in a very short space of time, you need to make sure you don’t bid on keywords that are too broad or too competitive (for example – toner cartridges).

When you use Google AdWords you are taking part in what is basically an auction and, as with any auction, the more bidders there are chasing after top positions for a particular keyword the higher this will push the average cost per click that you have to pay.

That’s one reason why you need to shy away from broad keywords and focus instead on more specific niche terms that your competitors won’t necessarily have thought of using in their AdWords campaigns.

Another good reason to look for less obvious search terms to bid on is because, generally speaking, the more precise someone is when they search for something on Google the more likely it is that they are close to the point of being ready to make a purchase.

So, sticking with the toner cartridges example, someone who searches on Google for “Brother HL-1850 toner cartridge” is probably going to be a warmer potential prospect for you than someone who searches for “toner cartridges”.

By putting some thought into which keywords you bid on, you’ll find you spend less per click and also get a better quality of visitor coming to your website. It’s a win-win!