Google’s ad offering that enables customers to bid on keywords searched for in the Search Engine Results Page (SERP) and show ads for those searches within the results. Google AdWords is an online advertising service made by Google where customers can create and manage ads within the Google universe (on Google Search, Display, YouTube, etc.). This system allows advertisers to reach customers through their search and display networks. AdWords offers several cost models which vary by bidding strategy and company goals. Advertisers can bid on keywords which allows their ads to show in Google search results and on Google’s network of partner websites.