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Thank you guys for your responses, they have all been of great help. You have provided me insight into how to further my research capabilities!

I would suggest doing some keyword research from the Keyword Tool in AdWords to find exact match terms that align with your product, then using the +broad +modified match type to gather volume around it. Run it on CPC with significantly lower bids on broad and higher bids on exact. I don't understand this portion though: you are a reseller of this product and other people have it as well OR you are a reseller of this product that is coming out but no one has it yet? Either way, does anyone know about the product's release? is this a hard sell? You might need to do some content network retargeting from your current traffic sources to show people who already know that you're a good company that you will have this product release. If you have very little traffic and are trying to get up and running then you might want to consider content network (aka Display advertising) to drum up some awareness. Brand building can be done with search advertising as well, keep your queries focused around your product but don't grab the short tail high volume keywords or they will eat your budget.