If your adwords campaign is not successful, you will be wasting hundreds of dollars on ads that failed to bring in anything but idle clickers, people just looking around at everything.

What they don't know is that luck really has nothing to do with it and neither does careful research, in finding profitable keywords.

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.

Plainly an advertisement should set its sites on being on those first pages to be sure of success, but how is that connected to the keywords? To be sure that an ad is within the top sponsored links (those 1st 5-10 pages) an advertiser will have to have one of the top bids for that keyword.

Of course that indicates that a higher price will be required for each click on the ads if we want to stay on the first pages and not end up on the other ninety nine.

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.

A good keyword will be one which will be specific enough that it narrows down the viewing pool (for example, "indoor swimming pools" rather than "swimming pools") but still general enough that browsers will think to enter it into their search engine (honestly, unless they are professionals themselves they will not know to select a Culligan swimming pool).

If you are having trouble choosing your keywords for your ads, go and visit some of the terrific tools that Google makes available for the adwords customers. www.adwords.google.com.