How do ad words work? They work by displaying your ad in response to visitors searching on specific keywords.
We break up a product offering into ad groups which focus on general product category keyword groups.
A typical global industrial process equipment company may have 300 English, 200 German, 100 French, 100 Spanish and 50 Russian keyword phrases in their list. We have recently reduced the keywords to focus only specific product categories we want to focus on for one client. There are usually about 100 negative keywords, if these words are used in the search, our ad won’t be shown.