CPC

Cost per 1000 impressions (CPM)

Cost per acquisition (CPA)

daily budget

takes into acc auction time factors

determines where/if your ad appears

if ad completes auction, adwords

calculates ad rank using bid amt,

quality score, expected impact ofextensions and other ad formats

affected through click through rate (CTR)

affected through landing page

ecperience

each keyword gets a quality score onscale of 1-10

affects higher quality components ofad rank like higher ad position or lowerCPC

Allows you to show ads to people whoare interested

Filters out people who are notinterested in your ads

reaches potential customers ondesktops, laptops, tablets andsmartphones

targeting

controling cost

measures success

manage campaigns