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If you're looking for a single keyword that encapsulates the essence of Google Ads, "keywords" itself might be quite fitting. In the context of Google Ads, "keywords" refer to the specific words or phrases that advertisers bid on, and which trigger their ads to appear when users search for those terms on Google.

However, if you meant a keyword to use in a Google Ad, it would depend on the product, service, or content you're promoting. For example, if you're advertising a shoe store, relevant keywords might include "running shoes," "sneakers," "athletic footwear," etc.

Would you like more information on how to choose effective keywords for Google Ads?