Hi,

The short answer is that AdWords has a lot of options for triggering Ads, 
and keywords is just one of them. And since AdWords API exposes the AdWords 
features as much as possible, we have a lot of criterion types.

I'd recommend 
http://support.google.com/adwords/certification/bin/static.py?hl=en&page=examstudy.cs
 to 
familiarize more about AdWords features. This will help you work with 
AdWords API effectively.

Cheers,
Anash P. Oommen,
AdWords API Advisor.

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