Google PPC. Using AdWords

AdWords is Google's pay-per-click (PPC) advertising platform and main source of revenue. In PPC Google marketing, advertisers use AdWords to bid on the keywords they want to trigger their sponsored ads. Google chooses ads to be displayed and the ads' position based on each user's maximum bid and Quality Score. Quality Score is determined by factors like:

Relevance of ad copy to the keyword Relevance of the ad to its corresponding landing page The ad's click-through rate (CTR) Historical account performance Other relevance and performance factors

Quality Score can affect your Google pay-per-click rates. Higher Quality Scores mean more impressions at lower costs, lowering your cost per click and cost per action.