Google Advertising consists of text ads above and on the right side of the so-called organic search results. Google's advertising system is called Adwords. It is pay-per-click (PPC) program, which means you only pay each time someone clicks on your ad. It can be compared to other online advertising where you pay for the number of times your ad is displayed whether clicked or not. Compare it with traditional advertising in a newspaper.
In newspapers, you have to pay a fixed price depending on print run size. Anyone who reads the newspaper may not be interested in what you sell but still you have to pay for the advertisement. It is not possible to know how many times your ad actually got read, and what the reader did then, so as to learn and improve your ad. If you sell something on the internet and want to get visitors to your website to where they should pay attention to your products or services, you should definitely consider using Google AdWords.
The benefits of AdWords:
· Search engines search things. Google is a great search engine. The whole point of it is that you should find what you're looking for. They know that hundreds of millions of people who use Google every day that they will do. To "google" something is now the standard term.
· Google is more receptive to your ad because they themselves have taken the decision to actually do a search. Google ads are not sneaky or pushy. Users know that they are always in the same place.
· It is cost-effective because as an advertiser, you pay only when you get visitors to your website.
You get universal contact. You can determine the geographical area of advertisement to appear in and in what language. 
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