Google Ads, previously known as Google AdWords, is a pay-per-click (PPC) advertising platform that allows businesses to display ads on Google’s search engine results pages (SERPs) and other websites that are part of the Google Advertising Network.
When someone searches for a keyword or phrase that is relevant to your business, Google will show your ad in the SERPs. When a user clicks on the ad, the you be charged a fee, hence the term “pay-per-click.”
You can create ad campaigns targeting specific keywords, locations, and demographics. You can also set a daily or total budget for your campaign and choose the maximum amount you are willing to pay for each click.
Google uses a Quality Score to determine the relevance and quality of an ad, which in turn affects the ad’s position and cost-per-click. You can also use various ad formats such as Text, Display, Video (on YouTube) and Shopping ads.
Google Ads also allows targeting specific audiences by using remarketing, interest, and custom intent audiences.
In summary, Google Ads allows you to create ads and bid on keywords, which will display you ads on Google search results pages and other websites that are part of the Google Advertising Network, and you’ll only pay when users click on your ads.