Kyle Grant shares some insight on more robust keyword list development and refinement, acknowledging the debate on whether a campaign manager should focus on long tail or head-of-the-tail phrases for better results.
He suggests looking at torso phrases first--those that are not quite expensive, broad terms, but not hyper-targeted long tail words, either--and then monitoring on as granular level as possible. "Once you know which keywords are driving highly qualified traffic in the torso, it is then possible to look at the longer-tail keywords associated with the high converting torso phrases," Grant says.
Grant also advises keyword researchers to group specific keywords according to their position within the purchase pathway. "By allocating these keywords into appropriate campaigns, you can then control the budgets associated with those keywords and effectively increase ROI, awareness, brand reach or whatever your PPC goals are," he says.