Adwords is a system to advertise on Google (and partner sites including Yahoo! and AOL) on a CPC (Cost Per Click basis). Adwords is an incredibly popular advertising scheme, as there is no monthly charges involved. Additionally, Adwords includes some advanced settings that allows users to present their advertisement to specific users searching for their key terms. This effectively qualifies the searcher to make sure they are in fact looking for the business or service being offered.
Adwords links appear at the top of the Google search engine results page, as shown in the figure above. Although statistically only 35% of users ever click on paid links, PPC campaigns can have an enourmous impact on a websites internet marketing campaign, and in competitive industries companies can bid as much as £5 per click!
