The more popular the keyword, the more cost-per-click (CPC) it’s going to have. So it’s very important to do your keyword research before you start selecting your keywords as you’re setting up your campaign. The lite version of KeywordSpy is free, but you can also upgrade to the full version and see more results and have more capabilities for a monthly fee. Google used to have its Keyword External Tool, which has since morphed into Google AdWords Keyword Planner. You need a Gmail account to access this free tool. Either of these tools will allow you to enter keywords or key phrases and then view popularity (actual search results), as well as what the average CPCs are. This is important for your keyword selection and bidding.
You can also type in your ‘core’ or focus keywords and get additional ad group/keyword ideas. To help refine your search terms, you can also choose broad match, broad match modifier, phrase match, exact match, and negative match.
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Source: Wendy Montes de Oca, Target Marketing, 7/29/14