Google AdWords has by far the widest coverage of any of the providers, allowing advertisers to reach a wide market using just one system. This coverage also makes it the most suitable for specialised businesses, who would not receive much search traffic from the smaller PPC providers. The minimum cost per click for a keyword can be a little as 1c, which can make AdWords suitable for editorial or low order value websites, where the 25c minimum cost per click required by the other providers would not be so cost-effective.
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