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When you install Advanced Web Ranking, you need to do a "Custom" install and select the [AWR Server] option. This way, the Advanced Web Ranking server will be installed too. It will be automatically registered as a service and started by the installation package. There is no action required from you to start the service.
Once you finish setting up the server use the following instructions to connect your client license to the server: Connect Advanced Web Ranking client to server.