My question is: I'm being asked to research and provide keywords for a PPC campaign that runs at the same time we're optimizing part of our very large site for organic SEO.
Do I use the same keywords? I read somewhere that long tail keywords - more specific and less popular ones - maybe shouldn't be used for the AdWords?? Or maybe that they SHOULD be, while the more popular terms work better for organic?
Also, I read that the AdWords ads should link to DIFFERENT landing pages than the organic search results links ... is that true?
FYI, my website is a large medical center with several different "campaigns" for different treatment programs, and several run at the same time...
Thanks for any insight -