Google Ads is an online advertising platform developed by Google, where advertisers can create and run ads to reach potential customers. It operates on a pay-per-click (PPC) model, meaning advertisers pay each time a user clicks on their ad. Google Ads allows businesses to display their ads on Google's search engine results pages (SERPs), YouTube, and other websites within the Google Display Network.

1. Pay-Per-Click (PPC):

   • Advertisers bid on keywords relevant to their business.
   • They pay only when a user clicks on their ad.

2. Ad Auction:

   • Google Ads uses an auction system to determine which ads appear and in what order.
   • Factors include bid amount, ad quality, and relevance.

3. Quality Score:

   • A metric that Google uses to determine the relevance and quality of your ads.
   • Higher Quality Scores can lead to lower costs and better ad positions.

4. Ad Rank:

   • Determines the position of your ad on the search results page.
   • Calculated using your bid amount, Quality Score, and the expected impact of ad extensions and other ad formats.

5. Campaign Types:

   • Search Campaigns: Ads appear on Google search results.
   • Display Campaigns: Ads appear on websites within the Google Display Network.
   • Video Campaigns: Ads appear on YouTube.
   • Shopping Campaigns: Ads appear on Google Shopping.
   • App Campaigns: Ads promote your app across Google’s properties.

1. Keyword Selection:

   • Choose keywords that are relevant to your business and that potential customers are likely to use when searching for your products or services.

2. Ad Creation:

   • Write compelling ad copy that encourages users to click on your ad.
   • Include a clear call-to-action (CTA).

3. Bidding:

   • Set a maximum bid amount you are willing to pay for each click on your ad.
   • Google Ads offers various bidding strategies, such as manual CPC, automated bidding, and enhanced CPC.

4. Ad Auction:

   • When a user performs a search, Google Ads runs an auction to determine which ads will appear and in what order.
   • The auction considers the bid amount, Quality Score, and other factors.

5. Ad Display:

   • If your ad wins the auction, it will appear in the search results or on the Google Display Network.
   • You only pay when a user clicks on your ad.

Let's say you own an online shoe store and want to advertise your new collection of running shoes. Here's how you might use Google Ads:

1. Keyword Selection:

   • Choose keywords like "buy running shoes," "best running shoes," and "affordable running shoes."

2. Ad Creation:

   • Write an ad with a headline like "Buy the Best Running Shoes - Free Shipping on All Orders!"
   • Include a description that highlights the features and benefits of your running shoes.

3. Bidding:

   • Set a maximum bid of $1.50 per click.

4. Ad Auction:

   • When a user searches for "best running shoes," your ad enters the auction.
   • If your bid and Quality Score are high enough, your ad will appear in the search results.

5. Ad Display:

   • Your ad appears at the top of the search results.
   • You pay $1.50 when a user clicks on your ad and visits your website.

Google Ads is a powerful advertising platform that allows businesses to reach potential customers through targeted ads. By understanding key concepts like PPC, ad auctions, and Quality Score, you can create effective ad campaigns that drive traffic and conversions. In the next topic, we will explore how Google Ads works in more detail, including the mechanics of the ad auction and how to set up your first campaign.