Keep in mind you may be competing towards many other companies for a similar viewers when selecting key phrases for that you want your ad to show up. Take some time to recall to mind the key phrases that will reach those who are ready to buy. For instance, in its place of using “luxury shoes” for your PPC ad, that you may use key phrases equivalent to “red leather-based heels. ” Maybe you’ll fail to notice those who are searching for shoes of all kinds, but you’ll snag those who have a distinctive shoe in mind. They’ll be more likely to make a purchase in case your ad results in a landing page with red leather heels, and that will more than pay for their click.