Google AdWords is an auction-based advertising system that allows you to bid for ad placements on Google properties or publisher partner websites within the Google Display Network.
You can bid on a cost-per-click (CPC) or cost-per-thousand-impression (CPM) basis. The winner of the auction pays the minimum amount necessary to outrank the next advertiser in the auction when the ad appears on a page.
If you're running a campaign on both the Search and Display Networks simultaneously, you may want to set a separate bid for when your ads appear on Display Network sites. The Display Network bidding feature makes this possible. It helps you manage your budget and meet your specific advertising goals.
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