popularity ranks: 9406, 20865 and 21111). This is because choosing 100% conscientiousness picks the most extreme keywords, so as they are so extreme they are less likely to be popular (by definition popular things are likely to be interesting to the average person). The unpopularity of the keywords could be problematic for a campaign manager if you have a target number of advertisements to show over a certain time period. There are two ways around this: It doesn't matter, because you can export all of the 100 suggested keywords automatically, so if you have an ad management tool it should be able to import all keywords anyway. 100 unpopular keywords will still lead to lots of ad impressions. You can set the Conscientiousness level to be slightly lower (e.g. 90%) - in which case you will be given keywords that are more popular (at the time of writing the highest keyword for 90% Conscientiousness is "Fox News", followed by "Small Business Saturday" and then "Sade"). Tip: By default the items are ranked in Closeness to your target, followed by Popularity where there is a tie. If you are targeting multiple traits (e.g. 90% Conscientiousness and 90% Agreeableness) then you may find it helpful to re-order the results by Popularity. As with all ad targeting, there is a trade-off between targeting extremely specifically vs. targeting to a wide enough audience - but remember that the 100 best matches from Preference Tool are 100 keywords out of more than 150,000 keywords in