Much like organic search, the backbone of paid search is keyword-based. Users come to Google, Bing, DuckDuckGo, or other search engines, and enter search queries in the search bar to find information, products, or services to fill their needs. When a user’s query matches one of your targeted keywords, your ad will display on the search page if your bid and quality score are high enough. So, it’s vital to put the research behind the keywords you choose to bid on. Choosing the right keywords and pairing them with the right ad copy and landing page are two of the most important parts of your campaign strategy.