Choosing keywords that accurately depict your service or product deal is crucial in attaining a high level of conversions. To make sure your ads convert into real sales, it’s important that your keyword lists attract both quantity and quality search results. For example, if your company sells high-end watches, it is important to use keywords focusing on “quality” rather than “price”. While using keyword phrases such as “Cheap Watches” may increase exposure and click-throughs on your PPC ads, those searching this keyword are unlikely to continue navigating through your site, and even more unlikely to make a purchase. Therefore these clicks offer no monetary return, and ultimately deplete your ad budget.