Google AdWords is the most popular paid search option used on the internet by web search marketers.
Advertise with a pay-per-click strategy, and attract customers with the products and services they're looking for.
If you are familiar with Google search, you will know that there are sections on the top of the search engine results page (and on the side) designated for advertisements. They are created through Google AdWords, a tool that allows individuals or businesses to specifically target their audience. This is how the name "pay-per-click" or PPC came about. Google charges every time the user's advertisement is "clicked" on. If people find your advertisement appealing, they click and will find themselves at your website.
To use Google AdWords, a user must be prepared to ‘bid’ a dollar amount on a keyword(s). Most people think that the highest bid actually wins and then they automatically get the highest position in Google Search results, but this is actually not the case. Google continues to attempt to provide searchers with the ultimate experience and they believe the more relevant the results being delivered to the searcher, the more the searcher will be happy with what they find. It is for that reason that "click-through-rates" or CTR help in determining the position you receive. Importantly, if your advertisements achieve top spot for Google Search because you bid and could afford to pay the most, but no one is clicking on them, you may find your position drop shortly after.
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