All the work in the midle of an Adword campaign is focused on keywords. Every one has its own idea on which keyword is relevant or not. Teams, webmasters and the automated tools, views aren't shared. Furthermore, keywords' choice is endless. Do we need to use company's names? Websites' names? Do we have to focus on generic keywords? How to optimize our capital? Discussion is open.
We now understand why the strategy, defined upstream, is crucial. But the essential question is : which keywords are really relevant to serve our customer's strategy?
