People input specific phrases when searching for information or products using a search engine like Google. These phrases often contain “keywords” that show what kind of information they’re looking for. For example, a keyword in a search for pet food may include “Dog food” or simply “pet food”. Google’s algorithm then finds reputable websites with content that revolves around the keywords or directly uses them to present to the searcher. Google ads also utilize keywords in this way. By using keywords in your Google ads that are similar to the keywords your target audience would use when trying to find products like yours, Google makes your ads appear to potential buyers.