The Difference A Keyword Can Make

The way people search is as unique as people themselves. No one does it the same way. One might type in "Panama City Restaurants" to choose where to eat, while another may be a little more detailed and type in "Panama City Florida Restaurants."

By adding "Florida," Google adds one of their newer services, local search. It includes their outstanding Google Maps at the top to let you know where you're going.

The point is, you need have many different keyphrases and keywords in your PPC campaign in order to reach the different "searchers" of your market.