Great article in the Wall Street Journal on July 1 (http://bit.ly/9gur3R) regarding the use of key words and their impact on sales.
Long-story short, the article talks about how one company did a pay-per-click strategy around key words and it worked and another company tried it and failed. My take is very simple: Don’t do pay-per-click unless you absolutely know the words you’re going to buy are absolutely perfect. The right strategy is to be at the top of the rankings based on the quality of the information on your website. Yes, it takes more time, and yes, it takes more work, but in the end, people place a lot more weight on organic search results than the pay per click results.