Keywords - Words or phrases describing your product or service that you choose to help determine when and where your ad can appear. - The keywords you choose are used to show your ads to people. High-quality, relevant keywords for your ad campaign to help you reach only the most interested people, who are more likely to become your customers. - When someone searches on Google, your ad could be eligible to appear based on the similarity of your keywords to the person's search terms, as well as your keyword match types. Keywords are also used to match your ad to sites in the Google Network that are related to your keywords and ads. - A great keyword list can help improve the performance of your ads and help you to avoid higher prices. Poor keywords can ultimately cause you to have higher prices and lower ad position.