Drill further down into important keywords by using the Google Insights for Search tool, an expansion of whatever keyword you enter providing more keyword ideas but importantly you can see at the same time geographically where these keywords are most popular giving the historical trends of the keyword currently going back to 2004.
When you have exhausted the research using these tools, saving the information on a spreadsheet as you go. The next step is to split the keywords into core competitive keywords and long-tail keywords. Core competitive keywords being the obvious ones that everyone bids on such as “car insurance” and the long-tail keywords being more specific versions of these such as “cheap car insurance london”. When it comes to allocating budget it is possible to ensure that it will be done more profitably.
You need to divide them up into related keywords that can be developed into the ad groups of one particular campaign, so an insurance company that does many types of insurance will have car insurance, motor insurance, commercial insurance all as separate campaigns. In retail it should be according to either brands or stock type.
Finally make sure you develop more long-tail keywords by adding words such as “cheap” at the beginning and end of the keyword phrase, unless of course this is not appropriate, the same applies to “online”, “buy” and “sale” to name a few developing the best google adwords keywords this way will both save you a lot of money and increase profits.