Chapter 2: Keyword Research
Keywords are the foundation of a successful AdWords campaign. If you have a keyword that matches a searcher’s query, your ad could show. If you do not have a keyword that matches a searcher’s query, your ad is not shown. It is pretty simple: If you decide not to use a certain keyword, your company will not be visible to those searchers.
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, others small search volume. Some have high conversion rates, and others will provide low quality traffic.
Choosing the correct keywords is the first step to advertising ...
