Google was initially developed in order to provide access to information in the world wide web (WWW).  Larry Page and Sergey Brin (Google’s founders) were Standford Ph.D. computer science students.  They succeeded in developing a search engine that provided far more relevant results than previous search engines had provided.  For the first couple of years there was a question that hung over their heads.  How would this company sustain itself?  The answer that eventually came to the fore was to provide relevant advertisements in the same way that they provided relevant search results.  They placed this these adverts on the right hand side of the search engine results page (SERP) under the heading of either ‘Ads’ or ‘Sponsored Links’. 

Early in 2011 Wikipedia reported that, “AdWords  is Google’s main advertising product and main source of revenue. Google’s total advertising revenues were USD$28 billion in 2010.  At eZenith we manage the online marketing campaign for our clients.  While search engine optimization (SEO) targets the organic search results, an AdWords campaign targets the pay-per-click market.  The results related to an AdWords campaign are far quicker, and this form of advertisement is often used during the first nine months to a year of the SEO implementation.  SEO does not happen overnight, and a PPC campaign fills in the gap while the website ‘climbs’ the rankings.