Choosing the right keywords to show your ads can make or break the success of your AdWords account. The keywords you select, if properly researched and are relevant to your website, can bring highly interested visitors to your website, or if too general, can cost you a lot without generating any sales.
Ask your customers what terms they use on Google.com to find you. Note down the top phrases that are used consistently and save them for future research and keyword development.
Also, brainstorm key terms, which you think describe your business. Do not worry at this step if they are too general or specific enough for AdWords. Simply note the general keyword ideas.