Keywords are a fantastic tool when used correctly. That means knowing what keywords are relevant to your company and campaign. Good keywords help the right customers find your products. They are relevant without being too niche or too broad.
Bad keywords use your budget but don't help bring in customers. There are many reasons for that. They include off-topic keywords, too broad or too niche, and the such.
It will take time to find which keywords work best for your business. They can also change with the trends or just different campaigns. It can be helpful to create a list of a lot of keyword ideas. From that list, you can sort and organize as well as get rid of any irrelevant keywords.