Keywords

Chances are you have more experience with Google AdWords and keywords than you realize.  If you have ever done a quick "Google search," for something, or just "Googled it," then you have used keywords.  By typing in your search terms, you are essentially typing in keywords that google analyzes and matches with other keywords that are attached to ads to give you the most accurate results. 

On the other side of the search, when creating your keywords, you need to consider what people are searching for.  Just because a keyword is inexpensive and is a top performing keyword for you does not necessarily mean it is a good keyword.  You need to consider whether or not people are actually searching for that term.  If it is not a popular keyword to search for, you are not benefitting from your keyword.  Sometimes, you may need to be prepared for pay for the quality of the words you want clicks on. 

If you are truly lost, or want to try something different, you can also use Google's Keyword Planner.  This scans your page the ad links to and suggests new keywords to try, while also giving you some data on the results that you might see. You can also type in certain words or phrases for Google to analyze for suggested new keywords.  The nice thing about Google AdWords is that you can track your return on investment.  Sometimes a more expensive ad might get you better revenue results.

The most important thing to do when selecting keywords is to do research and find what works best for your advertisement.  Research, research, research, and reap the benefits later!