Gain immediate traffic to your website
Long term the Google Organic results will work better, but this takes time to achieve, so for immediate traffic Google Adwords can be used.
The goal is that once Google Organic results are achieved you can lower spend or even pause the Google Adwords.
This involves setting up a Google Adwords campaign, put simply this is a control panel where ads are written (a few lines of promotional text and a link to your website, that appear on Google when a search is done), keywords are added that you want to trigger the ads, assign the maximum you are prepared to ‘pay per click’ and a daily budget.
The campaign can be accessed at any time and reports provided showing things like, how many clicks you have received, CTR (click through rate, the percentage of people seeing the ad to clicking on the ad), spend, average position of ads, etc.