Much as you wouldn’t prepare a formal meal without making sure you have the right ingredients, nor would you plan and launch a campaign without making sure you’re using the right keywords! Keyword research is VITAL to make sure you’re reaching the right audience without wasting valuable time and money on the wrong words and people.
The two main tools I use to kick-start my keyword research projects are Google’s Keyword Planner tool, and Ubersuggest. Both great keyword planning and expansion tools, both so so easy to use. And both free. Look into it!