One mistake that business owners make with PPC campaigns is bidding on broad keywords (e.g. shoes, flowers, computers, etc.). These keywords may be high volume but they are also expensive to bid on and generally do not convert as well as more targeted phrases.
Start with a broad term and narrow it down.
- Flowers > Flower delivery > Flower delivery services > Next day online flower delivery services
Long tail keyword phrases may not get as much search traffic as broad phrases. But they are much more targeted which is great for conversions. They are also less competitive so bidding on them is cheaper.