One of the things I’m learning about search engine campaigns is the importance of keeping your landing page content, keywords and ads all very specific to one another—and your topic.

In the campaigns that seem to convert the best and have the highest click-through rates, the keywords are based directly on the content and the ads are based directly on both the keywords and the content. It seems the tighter, more specific and relevant the three are to one another, the better the account performs—and the more the consumer is able to control his or her insurance shopping experience.

Whatever your content page is about, best practice is to bid on fewer terms that are specific to your content, rather than throwing in every term you can think of that might have anything to do with the subject. So if your article is on “women’s health insurance,” bid on terms like “women’s health insurance,” “health insurance for women,” and the like, rather than simply closely related terms like “women’s health issues.” Why? Because, once again, the more relevant your keywords are to your content and ads, the better your account will perform. As long as your ad is well written and relevant, anyone that sees it while searching for information on your topic should be compelled to find out what you have to offer. That means more impressions and more opportunity to convert consumers to leads.

So choose your keywords and write your ads and content carefully. And remember, keep those terms specific!