Project = folder for your work (client or campaign).
Keywords = phrases to track.
Good keywords are:
- Your brand names (i.e. BMW)
- Competitor brand names (i.e. Voltswagen)
- Unique industry terms (i.e. DSLAMs)
- Buying signal terms + what you do (i.e. "social media recommendation")
- Geography + what you do (i.e. social media DMV)
With segments, you can filter this list down to remove the noise. So, match broadly, then filter.