• Reach an increased number of potential customers. Customers may use a variety of search terms, ranging from broad to specific, to find your business, so it’s important to bid on a wide range of keywords.
• Bidding on a greater number of keywords may help drive more customers to your web site, giving you more opportunities to increase sales.

Here are some techniques that successful advertisers use to generate keywords:

• Be methodical in analyzing the content of your site, page by page.
• Make notes on specific and general words and phrases that could become new keywords.

• Imagine yourself as a potential customer who is interested in what you sell. What words would a searcher use to describe your products and services?
• Look at search data in your web logs, which often reveals actual search terms customers use to find your web site.
• If you have an internal search function, you can look at the terms that visitors search on within your site.

• Make a list of words relevant to your products or services, then mix and match them to form new keywords.
• Below is an example of mixing and matching keywords for an online retailer selling outdoor clothing.

• Enter a word or phrase related to your business, and the wizard provides suggested keywords along with traffic volume related to those keywords.¹
• Or, enter your URL, and the wizard provides suggested keywords based on the content of your web page.
• To refine the list of keywords, you can specify words that must or must not be included in each keyword phrase.

¹ Please note that these statistics are estimates only and are not guarantees.