Helping customers to find you on Google
Adwords is Google's online advertising programme which allows you to target your potential customers whilst they are searching on Google.
Adwords enables you to market your products or services in Google's search results page, via the use of an advert that appears when people search for phrases directly related to your offering.
The platform runs on a 'pay per click' system which means that you are in control of exactly how much you pay for each visit to your website. You set a max cost-per-click and then this is run through a bidding system which takes into account landing page quality, budget, search intentions etc. to create a list of advertisers who will appear for each search term.
You only pay the amount you have bid if someone directly clicks on your ad as a result of their search, and the trick with Adwords is to ensure that the clicks are coming from customers that are ready to make a purchase, so that you get a good return on investment from your ads.