It doesn't require it, but it provides you with Google's one big magic trick: If someone searches for "hotels new york" you have what's called a motivated cust

It doesn't require it, but it provides you with Google's one big magic trick: If someone searches for "hotels new york" you have what's called a motivated customer. He or she is much more likely to click on an ad for New York hotels. It's one weird trick, but man, is it a good trick.