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The highest search volume (i.e. the most used keywords) and highest costs per click, thereby netting Google the most money, are: Insurance (example keywords in this category include "buy car insurance online" and "auto insurance price quotes") Loans (example keywords include "consolidate graduate student loans" and "cheapest homeowner loans") Mortgage (example keywords include “refinanced second mortgages” and “remortgage with bad credit”) Attorney (example keywords include “personal injury attorney” and “dui defense attorney”) Credit (example keywords include “home equity line of credit” and “bad credit home buyer”) Lawyer ("personal  injury lawyer," "criminal defense lawyer) Donate ("car donation centers," "donating a used car") Degree ("criminal justice degrees online," "psychology bachelors degree online") Hosting ("hosting ms exchange," "managed web hosting solution")...

AdWords offers different ways of targeting: Keywords:  Words or phrases relevant to your products and service, which are used to show your ads when customers search for those terms or visit relevant websites. Ad location:  Show your ads on search engines, commercial sites, or personal sites. Age, location, and language:  Choose the age, geographic location, and language of your customers. Days, times, and frequency:  Show your ads during certain hours or days of the week, and determine how often your ads appear. Devices:  Your ads can appear on all types of devices, and you can fine-tune which devices your ads appear on and when.

AdWords is organized into three layers: account, campaigns, ad groups. Account:  Your account is associated with a unique email address, password, and billing information. Campaigns:  Each campaign in your account has its own budget and settings that determine where your ads appear. Ad groups:  Each ad group within a campaign contains a set of similar ads and keywords that you want to trigger your ads to show.

Adwords bidding strategy Choosing how you'll spend your money means choosing how you'd like to bid. Try choosing a bidding strategy based on your goals, such as whether you want to focus on getting clicks, impressions, or conversions. Here's an overview of the strategies: Cost-per-click (CPC):  If you want to focus on clicks on your ads and drive traffic to your website, you'll want to use CPC bidding. Cost-per-thousand impressions (CPM):  If you want to focus on impressions — the number of times your ad shows — and increase awareness of your brand, you'll want to use CPM bidding. Note that CPM bidding is available for Display Network campaigns only. Cost-per-acquisition (CPA):  If you want to focus on conversions — which is when people take a specific action on your website after clicking one of your ads — you'll want to use CPA bidding.

Clickthrough rate (CTR) is a way of measuring the success of an online advertising campaign. The clickthrough rate of an advertisement is defined as the number of clicks on an ad divided by the number of times the ad is shown (impressions), expressed as a percentage. For example, if a banner ad is delivered 100 times (100 impressions) and receives one click, then the clickthrough rate for the advertisement would be 1%.