I’m somewhat hesitant to tackle the subject of PPC basics for new AdWords users. Because to do PPC well, you really have to step beyond the basics. But as soon as you do, things can get complicated really fast.
As a compromise, I’m going to discuss both in this article — the basics and what lies beyond.
PPC Basics #1: Keyword Strategy
You could fill volumes with everything that’s been written about keyword strategy. Yet, I still come across paid search accounts that have (literally!) hundreds of keywords in them.
You don’t need to have hundreds of variations on your main keywords. Instead, you want to hone in on the ones that matter.