When a search query has been completed, and the advertisements appear, Google Adwords has done its job. But what has Google Adwords got out of it? Nothing at all….yet. Only when a user clicks the URL of a sponsored link does Google make any money. This is where PPC (Pay per Click) becomes important.
PPC charges advertisers only when their ads are clicked and live visitors are brought to their website. You can see therefore that it is in the best interests of both Google and the advertiser to get as many clicks as possible; Google to make its money through PPC, and the advertiser to sell products through visitors brought to the website by Google.