The first stage in building a Google Adwords campaign is to define your goals and objectives. This will define how you structure your account. The following are some key points to consider before you even go near any keyword research tools.
Brand
Will you benefit from running a brand campaign? Do you want to run a brand campaign to drive brand awareness, perhaps for a new product or for breaking into a new market or are you confident that your SEO results are sufficiently good that you don’t need to spend money on a brand campaign? Even if your SEO is ranking well, it can be very effective to run ads for new products or special offers on brand keywords and may be worthwhile testing.
