Broad Terms
When working in a PPC advertising model, it is best to pre-qualify the click-through. By employing targeted text ads that speak directly to your demographic, you can exclude those outside of it and make broad search terms an effective strategy. General search terms are important, and you should bid for these terms but work to pre-qualify the click-throughs in your creative.

Brand Terms
Determine the current level of brand recognition in the marketplace and build upon it. Even if the brand is not well known, brand terms should be included within our campaigns to establish market awareness and capitalize on any PR or other media channel promotions.

Long Tail Terms
The more specific the search terms, the more qualified the visitor. We will look for 4+ keyword strings to test at this level. The number of searches for these terms are quite low, but the resultant visitor should be a more likely conversion.

Non-Contextual Terms
We look for non-contextual placements to reach our target market where we have higher visibility and to ensure we are in front of them wherever they might be at any given time. We will build upon our personas and initiate paid search campaigns and develop keyword strings that reach them.