What it means: A keyword is a word or phrase that you are bidding on in AdWords with the goal of appearing in Google's paid search results for. For example, if your property is located in Raleigh, NC, you would bid on keywords such as "apartments in Raleigh NC". That way, when someone searches for "apartments in Raleigh NC" or a similar search term, your ad is eligible to appear.

Next, learn more about negative keywords & keyword match types.