Words or phrases describing your product or service that you choose to help determine when and where your ad can appear.
- The keywords that you choose are used to show your ads to people. Select 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. 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.
- You can add match types to your keywords to help control which searches your ad can be matched with.
How keywords work
How to create a great keyword list
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