As in any other part of your ads or content marketing, keywords help your meta descriptions attract the people who are most likely to use your products. You should incorporate them naturally into the text of your meta descriptions. Make sure to research your keywords ahead of time, choosing terms that are highly relevant to your product and that will bring in large numbers of customers. Continue to research and alter your keywords over time, as the most effective terms will change based on the search methods consumers use and their product preferences.
For example, if you’re selling a SaaS service like team collaboration software, you should be targeting keywords that include the primary keyword plus extra strings like ‘comparisons’, ‘reviews’ or even ‘best providers’. This way, you know the reader is actively searching for a team collaboration software provider for his business and is, therefore, a red-hot buyer.