People use search engines to find information on the internet.
It is the primary way that people search for information about products, services and just about anything else. Google dominates the search engine market and is by far the most popular search engine used.
Google offers businesses a way to advertise on the Google search engine, and this is the pay-per-click (PPC) advertising system called Google AdWords. This advertising can be seen in the top 4 slots and then again under the first 10 organic results on the search results page.
Searchers will enter a search term or keyword, and this will display organic search results, as well as adverts. If the searcher clicks on your advert, they are transferred to your website.
The diagram below illustrates organic and paid results and where they might appear on a search results page: