Google designed AdWords with an aim to assist in marketing product and services in a search engine and its affiliated sites. It places a text ad that appears when people search for phrases associated with your offering. The traffic that comes via Google AdWords or ‘Pay per Click’ is dealt differently. The organic traffic often visits the website for information, whereas the traffic through PPC ads knows what they are clicking on and what they want to buy. Therefore, few visitors coming via AdWords might be more valuable than the organic traffic.
Google AdWords work on the basis of a bidding system. For instance, if the bidding price is higher, your ad will appear on top of the Google page. Working on the ‘pay per click’ model, you only pay the amount you have bid if someone taps on your ad that appears on Google SERPs.