In order for your search engine optimization campaign to be successful, it’s good to understand what keywords are and how they work.
Keywords are the words or phrases your customers would use when they’re searching for your product, company or services. These keywords will let you target your ads to your desired audience.
For example, you’re an online camera company. For keywords, you can use “buy digital camera” as a keyword in your AdWords campaign. So when Google users type in that keyword, your ad could appear next to the search results. You can also have your ad appear on sites and products in the Google Network that are related to your keywords.
When you create the most relevant keyword list, you can show your ads to only the most interested users. Doing so will improve the performance of your ads and help maintain lost cost-per-click (CPCs).