Choosing keywords is crucial in your Google AdWords campaign because they are used to target your ads to potential customers. When you create a relative keyword list, you will show your ads to the most interested users, which will help improve performance and maintain a low cost.

It’s important that your keywords are relevant and high quality. General keywords will make it harder to reach your potential customers and your Google AdWords advertising might be less profitable.

Keywords will help you figure out how much you’re going to pay in your Google AdWords campaign. Each keyword will have a CPC bid amount. These bids will specify the most you’re going to pay each time someone clicks your ad.