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Google Adwords relies on keywords to assist with targeting and to help ensure that advertisers get the exposure they need to succeed. Since this type of google advertising is self-created, advertisers need to take care with the words they choose to use in their ads. Missteps can end up costing businesses by pulling in traffic that isn’t highly targeted.

So, what are keywords and why are they so important for making Google Adwords work?

Keywords are words or phrases that describe the main theme of an advertisement. They are also the words people type in when they use a search engine such as Google. If, for example, a consumer was looking for an affordable computer, that person might type “cheap computers” into a search engine. Companies that have Google ads that utilize these keywords could have their ads appear on the search result pages. It is also possible, based on the advertising options selected, that companies with ads that include the keywords “cheap computers” would have their ads appear on the actual websites that the search points to. Either way, the keywords target the ad to the specific viewer who is already interested in buying a computer.

Since Google relies on the very keywords that advertisers choose to use in their ads to help with placement, selection is essential. To pick out keywords that are likely to perform well, advertisers will want to consider doing such things as:

• Researching words carefully – Google provides tools advertisers can use to research keywords. Ideally, advertisers will want words that are proven to pull in a fair amount of Internet traffic.
• Making sure words describe the product or service – To gain targeted traffic, which is more likely to convert into sales, keywords need to relate extremely well to the product or service being advertised.
• Being certain keywords are as specific as possible – Trying to gain conversions with a broad-based keyword or keyword phrase can be an exercise in frustration. To better target ads and gain traffic, it makes more sense to be specific. Instead of just “cheap computers” an advertiser might choose to define the brand or style of computer in the keyword phrase, too. With this in mind, it’s best to shoot for two-word phrases or three-word phrases. “Cheap desktop computers” is more likely to perform than just “cheap computers.”
• Refining along the way – Some resellers of Google offer excellent tracking tools to see how different text-based ads perform. Advertisers will want to keep up with the results and tweak keyword phrases for better performance.

Google Adwords keywords are vital for an ad’s performance. Learning how to carefully phrase advertisements is important for the success of a campaign to drive traffic.