Google AdWords is a platform that allows site owners to bid for placement at the top of the search engine results page, in order to get more clicks/likes/subscribers/purchases.
Take a look at this Search Engine Results Page (SERPS)
All the Listings that you see with the (Ad) symbol are Google AdWords ads. And each time a searcher “clicks” on an ad, the advertiser’s credit card is billed (often in a lump sum at the end of the month).
What types of brands, sites and companies would benefit from an AdWords Campaign?
Brands that want an instant lift in visibility can pay to get traffic quickly, as opposed to getting ranked as a content authority via Organic SEO.
If you know what type of keywords your customers use to locate your product or service online, Google AdWords might be a good fit. The platform allows you to target via keywords and if you don’t know which keywords work well for you, don’t worry. Keyword research reveals your most valuable keywords.
Pay-Per-Click vs Organic Traffic? How do I know what’s best for my brand?
This is a tough question to answer. It depends on your budget, your expectations and also your market, niche or industry.
Many Search Engine Marketers (SEM’s) would advice you take advantage of Google AdWords and Organic SEO strategies.