There is no doubting the fact that keyword research is very important to any campaign for search engine positioning and so knowing the secrets of keyword research is an important first step in knowing target audience and which is necessary before you begin a project to optimize your site. Thus, you will need to build a strong foundation especially when beginning pay per click advertising which in itself depends on being able to have focus and making targeted keyword research, and also have ads that are compelling and which has click-through rates that are high and finally, having landing pages that are going to be very effective.