Google Ad Words

We've discussed a lot this year about Google ad words, but I would love to go into further detail into the subject. I feel ad words are very important for a company to achieve success and to gain attraction to new customers. We've discussed a lot this year about Google ad words, but I would love to go into further detail into the subject. I find it important and interesting how companies choose their words for their company and how many people actually search those words on a daily basis. I want to know exactly why a company picks certain words, the success rate for certain words and how much words cost. For my group project for this class, our company is Staples. Their company specializes in office supplies, and I would love to know the success rate for words they buy compared to their competitors like Office Depot and Office Max.  I would also love to learn how a company like that has become so successful in marketing their products over companies that has been around so long and have achieved success like Office Depot and Office Max.