Google Adwords allows companies to purchase specific keywords related to their business so that their ads appear alongside search results on Google. Companies bid on keywords in an auction-style system similar to eBay, setting daily budgets to control spending. Advertisers only pay when someone clicks their ad, not just for impressions. Adwords provides targeting options to match ads to relevant websites and analytics to measure and optimize performance based on impressions, clicks, and costs. However, competitors could purchase a company's name as an Adword and Adwords may be too complex for beginners.

1. GOOGLE ADWORDS Sara Porcari