Google Ads, formerly known as Google AdWords, is Google's advertising platform that enables businesses to display ads across Google's network, including the Google Search Network and the Google Display Network. In the Google Search Network, advertisers can bid on keywords relevant to their products or services. When users search for these keywords, the advertiser's Search Ads may appear alongside or above Google's organic search results, boosting visibility. The Google Display Network consists of over two million websites and apps where Display Ads can appear. These ads can be text-based, but most often they are visually engaging banners tailored to the audience or content of the website. Video Ads can be run on YouTube and other Google Display Network sites. Advertisers can target these ads based on user demographics, interests, and online behavior. Shopping Ads, visible on Google Search and Google Shopping, display product information, including image, price, and merchant name, directly in the search results. These ads are particularly effective for e-commerce businesses, driving users directly to product pages. App Ads are used to promote mobile apps across Google's vast network, including Google Search, Google Play, YouTube, and the Google Display Network. A crucial feature of Google Ads is its bidding system. Advertisers bid on keywords, and Google uses a complex algorithm to determine which ads to display. Factors such as the bid amount, the ad's quality score (which considers ad relevance, landing page quality, and click-through rate), and the expected impact of ad extensions and other ad formats are considered. Google Ads also offers remarketing capabilities. This allows advertisers to target ads to users who have previously visited their website or used their app, keeping the brand at the top of the user's mind. Another valuable feature is conversion tracking, which enables advertisers to track actions taken after a user clicks on an ad, such as making a purchase or filling out a form. This data is essential for measuring ad effectiveness and return on investment. In summary, Google Ads is a powerful advertising tool that offers targeted, measurable, and flexible advertising options for businesses of all sizes.