Google AdWords is a pay-per-click advertising platform. It is different from other PPC platforms like Facebook; Google AdWords actually offers advertisers two basic ways to reach people through the Google Search Network and through the Google Display Network.
How Google AdWords works
While these approaches are functionally very different from each other, they both use a PPC bidding system with which advertisers bid to have their ads shown to relevant audiences.
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The concept behind Google AdWords
The Google Search Network allows you to show your ads to users who are actively searching for the keywords that you have picked up. If you own a landscaping firm, you bid to have your ad show up every time a user types in “Landscaper in lawns”. In general, these Text ads are marked with a small “Ad” tag next to the site URL.
Importance of Google AdWords
Google Display Network works differently. Apart from showing ads to users who are actively searching for a product, “display ads” or “banner ads” are placed on websites you think your target will be on.