Keyword Selection: Match Intent To Keywords

Keywords Are Your Target

You're selling custom t-shirts for student clubs. Which keyword should you bid on?

Option A: 't-shirts' (searched 500,000 times/month)

Option B: 'custom club t-shirts for schools' (searched 200 times/month)

Option A gets massive traffic but nobody wants what you offer. Option B gets tiny traffic but every click is gold. Good keyword selection is about precision, not volume.