你优化你的网站为某些关键词到达顶部的搜索引擎结果页面。 Now you're looking at doing an AdWords pay-per-click campaign, and you're once again confronted with the issue of choosing keywords.现在，您看这样一个AdWords点击付费运动，然后就可以再次面临着选择问题关键词。 Where do you start?你怎样开始？
You probably have more questions than answers at this point.也许你还有更多的问题多于答案，在这一点。 if you've tracked where your visitors came from to get to your site (and what search terms they used if they came from the search engines), you might have a good start at answering some of those questions.如果你追踪你的访客来自结识你的网站（和什么搜索条件，他们使用的，如果他们来自搜索引擎） ，你可能有一个好的开始，在回答一些问题。 Since you ARE spending money on these ads by bidding on clicks, you need to choose carefully.因为你是把钱花在这些广告由竞标点击，你需要仔细选择。 Using keywords that are overly broad can bring in traffic that looks but doesn't buy, while keywords that are overly specific might bring in too little traffic.用关键字是过于宽泛，可以带来交通，期待，但不买，而关键词是过于具体可能带来的太少交通。
When Sandy Parish wrote about keyword ad strategies recently for Media Post Publications, she used an enlightening example to demonstrate the issue.当沙质堂写关键字广告策略，最近为媒体出版后，她用了一个富有启发性的例子来证明这个问题。 She wanted to buy a birthday present for a tech savvy loved one -- something that was different from what she usually got him.她希望买一个生日礼物一个具有科技头脑的爱的人-这是什么不同，她通常抓到。 She wanted something unique, but she hadn't even thought in specific terms about the type of gadget he might like.她想要的东西很独特，但她没有想到，甚至在特定条件有关类型的小工具，他可能想。 It was clearly time to go to the search engines and start thinking out loud.这显然是时间去搜索引擎，并开始思考出来。
The first search term she used was "unique gift," figuring she'd see "an interesting selection of unordinary gifts," as she recounts it.第一个搜索词，她用的是"独特的礼物" ，算她看"的一个有趣的选择unordinary礼物， "她回忆。 The ads that came back tried to sell her on the wonders of cologne and shaving products, which are hardly unique by anyone's definition.广告回来，试图把她的奇观科隆和剃须产品，这是很难独特的，任何人的定义。 So she attempted to get a little more specific by searching for a "unique gadget."所以她试图让多一点具体寻找一个"独一无二的玩意儿" 。 That got her somewhat closer, turning up items such as digital music devices.这让她有点接近，接项目，如数字音乐设备。 But it still didn't quite meet her needs.不过，我们仍然不太满足她的需要。
It wasn't until Parish went through a bit of trial and error that she found the winning search term: "unique high tech gadget."但直到本堂经历了一个比特的试错，她认为得奖搜索词： "独特的高科技玩意儿" 。 That was a very good, specific description of what she was looking for, and it "brought up an ad for a new invention-type item that suited my needs," she explained.这是一个很好的，具体的描述，她是在寻找，它"带来了一个专为新发明型项目适合我的需要， "她解释道。 Her story illustrates the kind of targeting you will need to do, and how you will need to think, to make the best use of your money as you choose your keywords.她的故事说明了什么样的对象，你需要做的，你会如何要思考中，尽量地利用你的钱为你选择你的关键词。