Google AdWords (AdWords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. Basically you pick some keywords that a searcher might use on Google, then create an advert that will appear on the SERP based on those keywords. The ad service is largely focused on keywords.Businesses that use Google AdWords can create relevant ads using keywords that people who search the Web using the Google search engine would use. The keyword, when searched for triggers your ad to be shown. AdWords at the top ads that appear under the heading “Sponsored Links” found on the right-hand side or above Google search results. If your AdWords ad is clicked on, Google search users are then directed to your website.
When choosing keywords for your Google AdWords campaigns different matching options are available. The two main keyword match options include the following:
When using Google AdWords keywords are also used to determine your cost of advertising. Each keyword you choose will have a cost per click (CPC) bid amount. The bids specify the maximum amount you’re willing to pay each time someone clicks your ad (the maximum cost-per-click). A higher CPC bid can allow your ad to show at a higher position on the page.
Google AdWords works so well that one study found that 40% of consumers are unaware that Google Adwords are adverts. Searchers may easily ignore organic search results further down, depending on the quality of their screen (or eyesight).
A powerful alternative to Google AdWords is the Search engine optimisation (SEO): it means all the methods, tactics and processes by which you can increase the likelihood of your website appearing, and possibly ranking highly in the organic (non-paid for) search engine results. If you employ cracking SEO, then you may not even need to do paid search. However many marketers will recommend that both are vital to search marketing and complement each other effectively.