The keywords in your paid search accounts are what drive the entire PPC machine. Without the keywords, your ads have no trigger to populate. If it were as easy as adding all the keywords in the world and walking away, said world would be so simple and perfect.
STRUCTURING YOUR PPC CAMPAIGN:
For some reason many people want to make as many ads and add as many keywords as possible to a single campaign. Stop it! The PPC platforms offer you a great way to manage and monitor your ads, take advantage of it. I like to limit each campaign to about five keywords and some variations of those terms. This will allow you to better target your ads and landing page thereby increasing your ad quality score and decreasing your cost per click. – See more at: http://www.websitemagazine.com/content/blogs/posts/archive/2013/08/23/tips-to-improve-ppc-campaigns-and-reduce-cost-per-click.aspx#sthash.Q2rzf6Z8.dpuf