AdWords is Google’s SEA platform. It is connected to the search engine and its extensions (advertising partners and the Google Display Network).

It allows brands to buy sponsored links that are displayed among search results, or on dedicated advertising spaces available across Google’s partner network. Ads are selected based on both their relevance and a bidding system. Similar services on other search engines include Bing Ads for Bing, or Tuiguang for Baidu.

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