AdWords (Google AdWords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.

Businesses that use AdWords can create relevant ads using keywords that people who search the Web using the Google search engine would use. The keyword, when searched for triggers your ad to be shown. AdWords at the top ads that appear under the heading "Sponsored Links" found on the right-hand side or above Google search results. If your AdWords ad is clicked on, Google search users are then directed to your website.

When choosing keywords for your AdWords campaigns different matching options are available. The two main keyword match options include the following:

Broad Match: This reaches the most users by showing your ad whenever your keyword is searched for.

Negative Match: This option prevents your ad from showing when a word or phrase you specify is searched for.

Phrase Match: Your ad is shown for searches that match the exact phrase.

Exact Match: Your ad is shown for searches that match the exact phrase exclusively.

When using AdWords keywords are also used to determine your cost of advertising. Each keyword you choose will have a cost per click (CPC) bid amount. The bids specify the maximum amount you're willing to pay each time someone clicks your ad (the maximum cost-per-click). A higher CPC bid can allow your ad to show at a higher position on the page.

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