Keyword Advertising is an advertising medium, typically driven from Search Engines and/or directories.
The model typically follows a CPC (cost per click) model, only charging a fee for visitors that reach your website.
Sponsored Search ads appear two ways: search placement and content placement.
Ads within search placement appear when searchers search for a particular term that you have elected to purchase.
Ads appear within the content placement model when relevant content is served from the search engine partner (news sites, industry sites, etc.)
Pay Per Click (also known as Pay Per Ranking, Pay Per Placement, Pay Per Position or Cost Per Click) enables you to list your site at the top of search engine results by advertising on keywords that best describe your product or service.
Take a quick (10 screen) AdSense Tour at http:// www.google.com/services/adsense_tour/index.html Google Overview
Reasons to Use Google AdWords for Sponsored Search
TARGETING/REACH – Strong ability to reach people who may be looking for your product or service. Engage potential customers at precisely the right moment — when users are actively searching for information (keywords or content) related to your business.
Expanded network - AdWords not only displays on the main Google.com home page but also on partner networks such as Aol.com and Ask.com
Local and regional targeting - Set your ads to appear only to people searching in a particular state, city, or region. It is easy to target online customers within 25 miles of your front door.
Local business ads - Get noticed on Google Maps. People searching for information related to your business will see your location, contact information, and an image of your choosing highlighted on a map of your area.
BUDGETING - Fully control your ad budget
You can choose to pay for ad clicks (CPC) or for impressions (CPM).
Because you can choose your own CPC or CPM amounts, you decide how much to pay each time someone clicks or views your ad.
There's no minimum spending limit. In addition, you can set a maximum daily spend (daily budget) that the AdWords system won't exceed.
You can edit your budget settings at any time.
3. FLEXIBILITY/CONTROL :
You can edit an existing ad, then see your updates within 15 minutes.
You can edit your account at any time, as often as you like. AdWords is available 24 hours a day, 7 days a week.
Ads start running for the first time almost immediately after you activate your account with your credit card or direct debit information.