What are generic keywords?

Keywords are the foundation of a search engine advertising campaign and represent a searcher's needs and desires. Each search represents the searcher's best attempt at converting those immediate desires into something the search engine can understand to yield a positive user experience. Within the millions of searches performed daily are concepts that represent a specific advertiser's business. The keywords you select define when a specific ad is eligible to be served.
 
Generic keywords are searchable or identifiable words that have meanings that have a relatively wide scope. Generic keywords tend to produce a relatively large number of matches and tend to have a higher cost. Generic keywords can have a much lower conversion rate due to their wide scope of meaning.
 
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