Category Terms

Be sure to include keywords that reflect your industry - what some marketers refer to as a "vertical." If your company processes mortgage loans, for example, you'll want to include keywords pertaining to the financial industry. If you currently are running SEM campaigns, talk to your Account Manager at the search engine or search marketing company you're using. Many offer "category specialists" who concentrate on specific industries, and may have access to a comprehensive list of keywords that apply to your business category.