When your keywords and keyword phrases have multiple meanings, you will have a lower than usual click-through rate and conversion rate. The PPC Professionals, Shane, Maria and Dustin, unite to share their keyword research strategies for multiple meaning keywords. Be aware that these multiple meaning keywords may work in Phrase Match and Exact Match, but not in Broad Match Modifier. Other elements of your campaign will be affected, like account structure, negative keywords and ad copy.

For a more in-depth analysis of keyword match type segmentation and keyword relevance, refer to the PPC Account Structure Case Study which includes examples and actual results, written by PPC Professionals.