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Why keywords ?
keywords are one of the most important elements of seo (search engine optimization) all seo (search engine optimization) experts advise to choose your keywords and optimize your web site to it by adding them to your meta tags (keywords and description)

that would highly increase your google rank and increase your ppc -- pay per click -- relevancy ads the more ads is relevant the more its click through rate -- CTR -- also try to increase keywords density in your content

for more adsense and seo tips view seo and adsense tips section.

Average Cost-per-click (Avg. CPC)
The average amount you pay each time someone clicks your ad. Average CPC is determined by totalling the cost of all clicks and dividing it by the number of clicks received.

if your ad receives two clicks, one costing $0.20 and one costing $0.40, your average
CPC for those clicks is $0.30. --- as mentioned on google adword help ---

Maximum Cost-per-Click (Maximum CPC)
Your maximum cost-per-click (CPC) is the highest amount that you are willing
to pay for a click on your ad.--- as mentioned on google adword help ---