Google AdWords is a marketplace where companies pay to have their website ranked right with the top organic search results, based on keywords. The basic gist is, you select to promote your brand based on keywords. A keyword is a word or phrase the user searches for, who then sees your ad. Your ads will only show up for the keywords you pick. Google counts the clicks on your ads and charges you for each click. They also count impressions, which is simply the number that tells you how often your ad has already been shown when the users searched for that keyword. If you divide clicks by impressions, you get the click-through-rate or CTR. This is the percentage of users who land on your advertised page, because they clicked on your ad.Consider Google AdWords to be an auction house. You set a budget and a bid. The bid sets how much you are willing to pay per click. If your maximum bid is $2, Google will only show your ad to people, if other aren’t bidding more on average. Google doesn’t just want to show people the ads by the highest bidder – they could still be horrible ads.