alright first let’s talk about keywords so this is an introduction if you already understand what keywords are feel free to just skip this but if you don’t if you’re not quite sure exactly what keywords are and how they play into this then keep on watching so what are keywords basically the words that make your ads appear when someone searches for them if someone searches for dog groomer in the Bing search engine or AOL or MSN then and you are one of the people bidding on the keyword dog groomer then you are in the auction and if you’re bidding high enough your ad will be shown for some of the impressions and if the people who see that like your ad they will click on it keywords are how you know who to show your ads to and how Bing knows who to show your ads to they’re also what makes PPC very very effective compared to traditional advertising for example putting up a billboard running a radio ad you can be much much more precise to your customer you’re not marketing to anyone who drives by this billboard or someone who generally fits the demographic of someone who might be interested in my product you’re marketing to someone who literally search for best dog groomer near me which means they have much higher intent so we’ll talk about intent more a little bit later but they’re also keywords are also how you know what to write in your ads you can read the mind of the person who’s searching for this keyword because you know what they were doing when they saw your ad they were on a search engine searching for your keyword so that’s very very important keywords are kind of like how the whole internet works so the better you understand them the better you will be at marketing and making money online