A Keyword is the word or phrase used to target and display ads.


Keywords are the main component of any PPC campaign and are used to target and display ads. Keywords are selected based on their relevance to the product or service you are offering.Keywords can be one word or a phrase and will trigger an ad to be shown within the SERP whenever someone searches for that keyword. What keyword you select to bid on will determine the CPC you will bid. The more competitive the keyword the higher the CPC and vise versa.