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There may be hundreds or thousands of keywords relating to your business. Some may work very well, others may not. Some may work very well for a while, or at certain times of the day or year, but not at other times. The performance of each keyword you buy is critical to the success of your campaign. How do you know which ones are performing and when? How often do you check performance and optimise your bids? Your competitors are all buying the same words. How do you gain competitive advantage? You need to make a return on every word you buy. Pay too much, and you can easily lose a lot of money. Pay too little, and you get no traffic and no results.