Paid Search Theory #1


If Google AdWords is an impression based model, paid for on a Cost Per Click metric, but if the amount of potential any one Ad has to reach users searching a particular Search Term is relative to the time of search and the amount of budget left for the day in the Campaign, then what connects relevant keywords to the ones you are targeting is also, more likely than not, restricted. As such, by targeting more long-tail keywords you should fill the gap of the slow spending Campaign budgets, because unless you specifically target a long-tail keyword, Google AdWords should not impression an Ad for every single relevant Search Term (in the best interest of the Campaign budget). You must specifically set your Campaign to target as many clicks as soon as possible (via Settings -> General -> Type -> Search Network – All features, and then Ad delivery -> Ad rotation -> Optimize for clicks).