Small-business owner marcos set up his adwords campaign by thinking of "obvious" keywords off of the top of his head. what's one way he might improve them?

Marcos can do a number of things. 1) He could approach an expert in ad keywords for assistance 2) He could search for his competitors products and see what keywords they use on their site 3) He could use a synonym generator on the web to generate synonyms for his keywords 4) He can use Google Adwords to see which keywords are most expensive - this will indicate that his keywords are popular and of my likelihood of getting the best hit.