Your keyword list is the backbone of all your Pay Per Click campaigns. You need to properly source and research relevant keywords for your market. Develop a good long list. Go deep and go wide, by that I mean explore every avenue and every avenue off every avenue etc. etc. Here's a brief example of how to expand your lists by exploring related avenues. For this example I'll use mortgage as the root keyword. Mortgage is a very competitive keyword because the commissions are very good. So how do you get in on the action without paying through the nose? Create your first list open Notepad and get pasting keywords. Think of different ways your prospect can interpret mortgage e.g. best loan, buy house, bad credit mortgage, no status loan, home finance, house purchase finance etc. This really is only marginally removed from the main keywords you should dig deeper still. Open another Notepad document and next try expanding into types of mortgage – interest only, flexible etc. Now take these open a third Notepad and mix them up with your first list as you do this you’ll find avenues of keyword clusters present themselves from single keywords e.g. flexible home finance, interest only house loan, best flexible mortgage etc. Here’s another avenue to explore.You could set up an Ad group focused entirely on mortgage company names take that further still and add a .com to the name or a co.uk or your own countries extension e.g. www.somemortgagecompany.com. Open up another Notepad document for this. You can have more if you need them, simply write me on bigboyresourcesltd at yahoo dot com