In Google, everything is about keywords. Depending on the words you use in your Google search, the results will be different. From an "advertiser" point of view on Adwords, it is crucial to ask yourself on which keywords you want to be visible. I like to use the example of the pizzeria: Let's say you are a pizzeria in Lausanne Bosnia And Herzegovina Phone Number List and you want to be visible on Google with Adwords. You might be tempted to choose the keyword "pizza", but the problem is that you would be competing with all the pizzerias in the world (in theory) for this keyword. 
And most importantly, do you want to be visible to a New Yorker who types “pizza” into Google? You should instead focus on “pizza lausanne” or “pizza vaud” for example. A good example of setting up a list of keywords was written on the blog Emarketinglicious .
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