Once you start looking into ways and means to advertise your small business, you will soon come across the option of Adwords marketing. This usually refers to Google Adwords. Google makes it really easy for almost anyone to set up an Adwords, or pay per click campaign, with options for much of the work to be automated, but that is not to say it is the best way to create such ads. It can be an option for those who find the process difficult and tedious.
Part of the automation process is that the ads are placed onto websites without any input from you. The keywords you use are what determines where the ads are placed. It is important then to use the right keywords. Some words sound the same but have different meanings so you need to use the negative keywords function to weed these out. Otherwise you will be paying for clicks from people who are not in the least interested in your product.