Yes, Before going to set a campaign one must check the google Adwords keyword competition tool to find the best keyword which are searched by the audience. You need the site owners to come on your website? you can use little general keyword like "Rewards for site owner GSGO"

i can give you the best advise how to use social media to reach the targeted audience and how to fetch email addresses and phone numbers of site owners and inform them through cold calls and email marketing