The quality of any targeted email list a company buys will be limited by the quality of the selection keywords they provide. Though most list sellers will guarantee a minimum conversion rate to all clients who buy email list use them, well-selected keywords can help you exceed that minimum by a large margin. Though the process of determining which keywords will pay off is similar to that used when creating lists for search engine marketing, they should be tweaked for best effect. With a little guidance, any marketing professional can quickly adapt their search engine keyword list to create the perfect criteria for lead selection. Companies with small marketing budgets tend to use long tail keywords when creating their marketing lists for major search engines. The thinking here is sound: with less competition for the keyword, it is more likely that your ad will appear often and at a lower rate per view. However, this same thinking need not apply when buying email lists. Keep your keywords simple to ensure that you will get all the names of those who have an interest in your product, regardless of how they framed that interest. While keeping your keywords simple is important, do not keep them too simple. For example, if you are working with a lending institution, do not simply request contacts who are interested in applying for loans. Instead, include words that would be early indicators that they would meet your company's lending criteria. Most list brokers will allow you to sort by credit rating, the type of loan that contacts are seeking, as well as the amount that they would like to borrow. This is but one example. This selection process holds true for other industries as well such as insurance, car buying, and almost any other product or service one can think of. Include information on characteristics that are common among most of your clients. Even if this information is not directly related to your product, it can be useful in ensuring that you are reaching out to the best group of prospects possible. Request leads who fall within certain income brackets, are in a certain age range, or fit into any other broad demographic category.