It’s important not to bid on overly broad terms when deciding on your PPC campaign. For instance, an office furniture store might try to bid on terms like “desk chairs” or “computer desks.” At first glance, it makes sense: that’s what they’re selling, after all.
However, broad terms like this aren’t only too broad, they’re too competitive. With PPC, you’re much better off looking for targeted terms such as “Aeron desk chairs” (including a brand name as part of the search) or “clear glass computer desks” (more specific).
These detailed phrases give you a better chance of getting on base and getting good conversion rates with your PPC campaign.