Some great copywriting advice

So, in running through the backlog of blogs that I've been meaning to catch up on, I came across this great copywriting post from Joan D'Amico's blog, Integrated Marcom Minute. In general, it repeats the point that you should always include the actual keywords you're using in your meta tags in the copy for your site, but it also brings up some interesting points about getting more specific when it comes to Pay Per Click keywords:

Broader search terms drive more traffic to your website--great for brand awareness, but bad for your PPC budget. Here's why...

...Now consider pay-per-click (PPC). If you're using the same general terms as in your keyword list, then you're going to pay for clicks that will never yield any business. Plus, some of the more generic terms are very expensive and highly competitive--the only way to get a page-one position is to bid more.

Consider PPC words and phrases that are more specific to your product or service. The goal is to get more conversions. And that doesn't necessarily mean going with the most expensive terms. Instead of apple or Macintosh apple, try "Macintosh apples for baking" or "best apples for pies."

For the full article, visit Joan's blog. And stay a while to check out some of the other stuff, too.