Google AdWords is an online advertising service developed by Google in which advertisers bid on certain keywords in order for their clickable ads to appear in Google’s search page. You have almost likely seen them before. They appear at the top of the Google search result.
For example, when you use Google to search “it support”, 4 AdWords will appear on the top of the actual google search results which are known as the “organic” results. Organic results are the links retrieved by Google’s ranking algorithm to best match your query.
Companies can use Google AdWords system to display the Ad link. You need pick keywords or phrases to trigger your ad. However, the actual position of your ad is determined many factors. The biggest of these are the popularity of the keywords and phrase and the amount of money you’ve authorised to be spent to display the advert. For example, the keywords “IT Support”, there are a lot of companies who are willing to pay in order to get the users click on their advert. Whoever is willing to pay the most will win the Google auction which determines what ends up in your search result.
Choosing more specific phrases will reduce the price for the advert, e.g. “IT support in Brisbane”. This is because the number of competitors for that phrase tends to decrease. The setups of AdWords system can become very complex as you need to make a wise decision on the keywords and phrases.