Connecting with the right Audience
Keywords allow our campaigns to reach people who are actively looking for information about the issues we cover, sending targeted users directly to our sponsor's sites.
Keywords are measured on a cost-per-click basis. So, on a donated level, all the clicks we obtain for a keyword are very valuable because the user was specifically searching for information on that particular topic. All Ad Council campaigns are part of the Google Grants program, which uses keyword technology as well as Yahoo!'s search platform.