10 GOMC

Question 1

adwords: relevance & reach

Answer 1

both high

Question 2

research process of the users

Answer 2

AIDA

Awareness: display network, youtube, tv
Interest: search network (generic or brand keywords)
Desire: Search network (product keywords)
Action: search networks (longtail keywords)

Question 3

how to get idea for keywords

Answer 3

read through the company's website
search in the web
use the adword keyword planner 
common sense: how would you search for somethings 
google suggest

Question 4

what is the user supposed to do on your website?

Answer 4

brand awareness (focus: impression)
visit on your website (focus: clicks)
direct response (focus: conversion)