Keywords are the foundation of a successful AdWords campaign. If you have a keyword that matches a searcher’s query, your ad could show.
Keywords are so paramount to an AdWords campaign that PPC advertising is frequently called “keyword advertising” or “keyword-driven” advertising.
Not all keywords are created equal. Some keywords will have high search volume, whereas others will have small search volume. Some will have high conversion rates, and others will provide low-quality traffic.
Choosing the correct keywords is the first step to advertising with Google AdWords.