Google AdWords accounts for 74% of pay-per-click advertising, and has defined modern web advertising. As people start to advertise online, it's usually one of the first places they begin. AdWords offers businesses pay-per-click advertising within its search engines and through its advertising network. Ads can be text, image, video and rich media ads. The AdWords program is very flexible and allows a business to advertise locally, by state, nationally, internationally or globally.
AdWords uses a method of bids and quality score to determine the rank within its search results. The higher your bid the more likely your ad will be shown in the top spot. Google also uses something called a quality score which measures the amount of times people click on your ad and stay on your page. The usage of a quality score can actually give business with a lower bid, a higher spot within the Google sponsored rankings because Google believes the ad is driving people to a page they want to be on and not just to a page that has no content or misleading content.