For all the marketers who are using Google AdWords to sell their products/services the idea of keywords is hallowed. They are the thing that can either make or break their business. It hinges on their ability to bring in business. An unprofitable Adwords campaign can result in a great amount of money thrown away into advertising all because the ads did not attract serious traffic but attracted surfers that were "just looking" and whiling away the hours clicking on the 'Sponsored Ads" What isn't known by this group of people is that luck doesn't come into play and careful research doesn't guarantee success also. Of course taking a look at the database of a search engine will reveal the keywords that attracted the most business in a given time period; but the keywords are going to produce tons of results pages because they are popular. Internet searchers aren't going to look past 5 or 10 pages. So anything beyond that point is not going to be seen. It is evident that an ad must be among the first pages to be assured of some kind of success. What does that have to do with keywords? To be assured of their ads showing up on the first 5 or 10 pages, those very prime spots, a marketer will have to have one of the higher bids on that keyword. That means that they are going to need to pay more for each time their advertisement is clicked than the people on the other ninety-nine pages if they wish for their ad to appear on the first page. Now that may not seem to be a great amount, but if you think about it the marketer has to pay that amount for every person who clicks and every click he makes even if no sales are generated. The possibility for loss of advertising monies is great. That is why every ad needs to be functioning as optimally as possible to warrant the expenditures. If you want your ads to be successful than the keywords need to be successful also. The best keywords are those that cover a specific topic so that you can eliminate some of the unrelated words (such as "small dog breeds" as opposed to "dog breeds"). At the same time you want to be general enough so that someone might truly enter it in their search engine. For those having a tough time deciding on which keywords to get for the advertising should go over to the great tools that Google provides at their site. www.adwords.google.com.
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