Google Ads: What Are Google Ads and How Do They Work?


Google Ads – Google processes 2.3 million searches each second, with Google advertisements appearing on the majority of search results pages. Google advertisements, which are paid for by businesses, can be an exceptionally successful means of sending relevant, qualified visitors to your website at precisely the right time, when people are searching for the items or services your company provides.

You’ll learn what Google advertisements are, how they function, and why you should run your own Google advertisements in this post.

What is Google Ads?

Google Ads provides sponsored adverts that display in search results on, as well as adverts that show on other websites via the Display Network and Google’s AdSense program.

A green “Ad” label appears next to the sponsored results, or adverts (in the red box). Organic results are the results that appear behind the advertising (in the green box).

Display Ads, which display on the Google Display Network, are also available through Google. The Display Network is a large group of external, third-party websites that have collaborated with Google and agreed to display Google adverts. Google advertising on the Display Network can be text-based, image-based, video-based, or rich media-based, and they can be targeted in a variety of ways. Remarketing and banner adverts are examples of this.

If you use AdSense, your advertising will appear in the locations of a website that you choose.

Related: Running Facebook Ads – Can I Sell on Facebook

Why it Appear

The Google Ads auction is centered on keywords, with advertisers selecting a list of phrases that are related to their business offers and that customers are most likely to use while looking for their product. They then bid on these terms, with each bid based on how much a Google user is prepared to spend to click on their ad. Which Google ads show on the SERP are determined by this bid, as well as a Quality Score assigned by Google depending on the quality of your proposed ad. The advertiser is charged a fee (the cost per click, or CPC) when people click on the adverts.

The Google Ads Auction

Google Ads is based on a bidding structure that occurs every time a user conducts a keyword search.

You’ll need to maximize your Quality Score and bid amount to “win” the Google Ads auctions and see your Google ads appear for relevant keywords. Your ad will be better positioned if your Quality Score is higher than your bid amount. Your Quality Score is influenced by the following elements, among others:

Your Google ad’s relevance to the search query
The Google keyword’s relevancy to your ad group
The ad’s relevancy to the landing page
The ad’s and its ad group’s historical click-through rate (CTR).
Overall account performance in the past

Having a high quality score also has other advantages:

Lower costs– Google rewards advertisers with high Quality Scores by lowering their cost per click (CPC), allowing them to increase their ROI.
Higher exposure – If your Quality Scores are high, your adverts will appear more frequently and in higher places on the SERP (top vs. bottom). This allows you to increase your clicks and conversions without increasing your bids.


Google Ads costs vary depending on a variety of criteria, including the competitiveness of your keywords and industry, your geographic region, the quality of your advertising campaigns, and more.

The average cost per click for Google search advertisements in the United States is $2.32 across all industries.

The average cost of Google Ads in other countries is frequently substantially lower.

See also: Facebook Ads Billing – Facebook Ads Payment

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