Most people obsess over their AdWords keywords.
Bid $XX on “SEO Agency” and watch the leads come running on in, right?
Those specific keywords aren’t what you are really paying for.
More often than not, it’s also not what people are actually searching for.
And that slight difference is critical for campaign performance and your ROI.
When you aren’t paying for specific keywords, you’re at risk of paying for things you don’t want or need.
Here’s why paying for search terms matters and what you can do about it.