Google AdWords (also known as Google Ads) operates within a PPC model. Within this model, users will bid on specific high-ranking keywords, paying for each customer click on their ads. Each time that a specific search occurs, Google will search within its pool of advertisers that hold Google ads and will select a particular set that will appear at the top of the search results. To be selected, you will need to ensure that your ad includes high-quality and relevant keywords (as well as campaigns) – which is why it’s so beneficial to seek professional help with your PPC marketing.