With Google Adwords you can generate the most useful keywords for your website. It shows you which are the most popular keywords in search engine for your niche.
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Google Adwords is an affiliate marketing program. You pay them because google will show your website to people how are looking for webpage with related to your website content. Actually payment can be CPC, CPM and some other options... Check this artickle for more info about this: [link removed. Looked to be a personal link]
its all about bidding for the keyword you wanted to use, you can sign up for a listing of keywords and bid for it. But always check your budget if you can really afford the keyword you wanted to use. High traffic keywords usually cost around $6 bucks per click over google adwords and overture, you might loose money instead of gaining if you don't strategically arrange your PPC campaign.