An advertising service provided by Google, that is a pay-per-click system that is based on keyword searches. Campaigns run through AdWords can appear differently, either in a display ad on a webpage or results appearing as ads on the actual google search. For a campaign to be successful on AdWords, it must be geared towards the correct audience, generate impressions and actions that lead people to the brand website. Google provides a certification process online, that teaches how to use AdWords properly. Along with a certification process, there are discussion boards online that can give guidance on best practices.