I am setting up an Adwords account for a software developing company. This is a B2B campaign and the solutions they offer are very specific, so it's not a questions of posting "red shoes" ads, but rather "white-label *** software" or similar complex queries.
My question is: How can I determine that fine line between making my keywords too generic (I don't want to bid for "software") and selecting keywords/phrases that are so narrow they barely get any search volume?
It's the first campaign I set up from scratch and I struggle with determining the best keywords, the optimum budget etc.
Many thanks for your help,