If you place online ads using keywords, keep a couple things in mind. First, be as restrictive as possible. Since you’re paying per impression or per click, even if it’s a small amount for each, you want each to count. So target not just with the keywords themselves, but also confine results to your geographic market. This will help you avoid a lot of waste. And remember, this kind of advertising needs to have a very specific objective. For example, keyword advertising is a really ineffective way to build awareness. Target narrowly and sell something specific.