@il: Thank you, this is really insightful content.
I might be digressing here, but since you've offered to answer a few questions, here goes - I'd love to know what categories / sites I want to be looking at if my product's a small business CRM (like Highrise). To be more specific, it's a CRM tool that integrates deeply with Google Apps.
Maybe it's just me, but identifying a list of target categories that fits your audience well seems just as hard as optimizing the spend, especially when the audience isn't exactly niche.
You want to segment your audience really finely and then build out a target list based on that.
Who is your CRM for? Technology startups? Computer repairmen? Telemarketers?
And then work backwards from there to keywords/sites that you think would be most relevant.
I might be digressing here, but since you've offered to answer a few questions, here goes - I'd love to know what categories / sites I want to be looking at if my product's a small business CRM (like Highrise). To be more specific, it's a CRM tool that integrates deeply with Google Apps.
Maybe it's just me, but identifying a list of target categories that fits your audience well seems just as hard as optimizing the spend, especially when the audience isn't exactly niche.