AdWords is a advertising and link auction service of Google that enables companies and individuals to promote their products, services and websites under a cost-per-click (CPC) model. The advertiser specifies the keywords that it wants to target, and how much it is willing to pay for each click. The ads might appear on Google’s search results as well as AdSense units.


Under Adwords,

an advertiser can bid on specific keywords or keyword phrases. When an internet user conducts a search for one of the keywords or keyword phrases, Google automatically embeds up to eleven "sponsored links" to the advertiser's website on each search results page. Google earns a fee each time a user clicks on a sponsored link.[1]


  1. Stayart v. Google Inc., 2013 WL 811793. at *2 (7th Cir. Mar. 6, 2013).

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