Choosing keywords is really about striking a delicate balance, isnt it? If your chosen keywords are too broad, you may see success in increasing your click -through rate (CTR) , but at the same time, youre running the risk of unqualified traffic driving up costs and bringing down your return-on-investment (ROI) . If your keywords are too narrow, not only will your CTR suffer, could be missing out on impressions and clicks that might lead to a sale, newsletter sign up, etc.