What is Google Ads & How Do They Work?
Every second, there are 2.3 million searches performed on Google, and the majority of search results pages include Google ads. Paid for by businesses, Google ads can be an extremely effective way of driving relevant, qualified traffic to your website exactly when people are searching for the types of products or services your business offers.In this article, you’ll learn what Google ads are, how Google ads work, and why you should run your own Google ads.
What is Google Ads?
Google offers paid advertisements which appear in search results on google.com with the use of Google Ads or advertisements that appear on other websites through the Display Network and Google’s AdSense program.
Below is an example of a Google search engine results page (SERP). There are two sections of paid Google ads, one above the "natural" or organic links and one at the bottom of the results page:
The sponsored results, or ads, (in the red box) are denoted with a green “Ad” label. The results that appear below the ads (in the green box) are referred to as organic results.
Google also offers Display Ads, which appear on the Google Display Network. The Display Network is an extensive collection of outside, third-party websites that have partnered with Google and agreed to serve Google ads. Google ads on the Display Network can be in text, image, video, or rich media format, and can be targeted differently. This includes remarketing and banner ads.
Why Google Ads Appear
The Google Ads auction is focused around keywords – advertisers choose a list of keywords to target that are relevant to their business offerings, the words that people are most likely to use when searching for their product. They then bid on these keywords, basing each bid on how much they are willing to pay for a Google user to click on their ad. This bid, combined with a Quality Score assigned by Google based on the quality of your proposed ad, determines which Google ads appear on the SERP.
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