Google's search engine is renowned for its high quality and extremely relevant search results.  Millions turn to Google to find exactly what they're looking for.  Because of this, Google has provided a highly successful marketing platform for companies to promote their products and services to the Google public.  The "AdWords" program was developed to allow companies to specifically target users based on the keywords entered into Google's search engine.

Google's AdWords program is identical in concept to that of other search marketing platforms such as those offered by Yahoo and MSN.  Each program essentially works the same by allowing companies to obtain top placement on result pages in return for a payment amount per-click.   However, that is where the similarities end.

Google has created a complex algorithm that uses a large number of factors to determine the placement given to the advertisements.  The goal is to reward advertisers that exhibit higher conversion rates from their ads with higher page placement and lower costs.  Viewed in this way, it is actually possible to outrank a competitor if you can demonstrate that your ads are more relevant and popular among search users.  Google's dedication to providing their users with the most relevant results, even at the sacrifice of lower revenues is yet another example of their commitment to the ultimate search experience.