Hi Sam,
When creating a Google Adwords campaign, a common rookie mistake is to create a bunch of adverts, research a bunch of keywords, and then run them all in the same ad-group.
... the problem with this approach is that you can never tell which advert / keyword combinations are the most successful – everything kinda gets averaged out in the mix...
Instead I usually create much smaller ad-groups with very narrow groups of keywords (sometimes even a single keyword per group if it’s a major search term) so that I can tell which adverts work the best for which keywords...
Also, you’ll want to write adverts that are highly specific to each group. If you need any help with your campaign – let me know...
Sam Rodin:Should each page on my site have a relevant keyword showing a few times?
That’s more of a Search Engine Optimisation question... The simple answer is “yes” – especially in the title and headings of your pages (ask your webdeveloper). This takes some planning and testing to get best results, but you can use the statistics from your Google Adwords campaign to help you figure out which search terms are the best ones to target.
Cheers,
Niki