Google Ads (previously known as Google AdWords) is a pay-per-click (PPC) advertising platform that allows businesses to place ads on Google search engine results pages (SERPs) and other websites that show Google ads. With Google Ads, businesses can bid on keywords related to their products or services and pay a fee each time one of their ads is clicked. The ads are displayed in the sponsored results section of the SERP, which is separate from the organic (unpaid) search results.
Google Ads uses a bidding system to determine which ads are displayed and in what order. Businesses set a maximum bid amount for each keyword, and Google determines the ad rank (position) based on the bid amount and the quality score of the ad. The quality score is a measure of the relevance and value of the ad and the landing page it leads to.
Google Ads offers a variety of ad formats, including text ads, display ads, video ads, and shopping ads. Businesses can target their ads to specific audiences based on demographics, interests, and location, and they can set a budget for their campaigns and track the performance of their ads using Google Ads’ tracking and reporting tools.
Google Ads can be an effective way for businesses to reach their target audience and drive traffic to their website, but it requires ongoing management and optimization to ensure that campaigns are performing at their best and delivering the desired results. Many businesses choose to work with a Google Ads agency or specialist to help them with their advertising efforts on the platform.