Annie's Coffee Cafe is a cozy coffee shop that offers a full line of coffee and tea drinks, as well as light meals. Annie's also sells coffee and tea, supplies and equipment. The shop also offer free wi-fi and a room that can be reserved for meetings. Annie begins with a basic list of keywords (her seed list) that includes the following terms:
coffeeshop, coffee shop, free wifi, free wireless Internet, café, lunch, dinner, breakfast, bakery, organic coffee, barista, latte, espresso, keurig, coffee roaster, coffee supplies, cappuccino, coffee supplies, coffee grinder, coffee press, espresso beans, coffee pods, Kuerig cups, coffee cups, bistro
Annie then organized her the seed list into the following mutually exclusive categories:
Next, each category is divided further into groups. Keywords within the same group must be related closely enough to share the same text ad. In the example above, "coffee pods" and "coffee grinder" are different groups within the "supplies" category. Each keyword group required a unique text ad. People who seek coffee pods aren't seeking the same thing as individuals seeking a coffee grinder.