What role do keywords play in a Google Ads campaign?

Keywords play a crucial role in a Google Ads campaign by triggering the display of ads based on the search queries entered by users. When users conduct a search, Google's system matches their queries with the keywords selected in the advertising campaign. If there is a match, the corresponding ads may be displayed to the user. This process is essential for ensuring that ads reach the right audience when they are looking for information or products related to those keywords. Therefore, the selection and management of keywords are fundamental to the success of an ad campaign, as they directly influence ad visibility and relevance to potential customers.