Keywords are very important for any Google Ads campaign. According to the course, keywords are the "items" up for auction. They could be a description of your product, key feature of your product, or anything related to your product or service. It's important to get your keywords right. Every single ad group has keywords, and every keyword that we select to our account represents an item that we want to bid on. Of course, we want to get some impressions when someone searches for something similar to the keywords. The keywords we add to our ad groups instruct Google as to which queries should trigger our ads. Google tends to refer to queries as search terms. Queries and search terms are exchangeable. Basically, queries and search terms are what the user enters into the Google search box. That's not necessarily your keyword. For example, if you are selling baby crib, your keywords could be " convertible baby crib", "4 in 1 baby crib", "li...