All digital marketers are routinely involved in running pay per click ad campaigns with leading search engines advertising programs such as Google AdWords, Microsoft AdCenter and Yahoo Search Marketing. The latter two have been integrated recently. Running campaigns involve various steps such as setting up ad accounts, choosing keywords, making ads, deciding target audience, setting up bids, formatting anchor text, URL and message etc. Sounds simple? Choosing keywords is a far more complex process than it sounds, that is if you want to get it absolutely right. Else, you can always include some random keywords in campaigns and keep improving them on a trial and error basis. But seasoned markets would do it intelligently. Take a look at the following presentation that I developed (My copyright © here!).