There are over 2.3 million searches performed on Google every second, and the majority of the search results include Google Ads. Google Ads is a paid service, and can be extremely effective in driving relevant, qualified traffic to your website when people are searching for tour products or services your business offers.

Google offers advertisements which appear in the search results with the use of Google Ads or through other websites as Display Ads. The search results appear with a green "Ad" label, any results below this is then referred to organic results. Display Ads uses an extensive collection of third party websites that have partnered with Google and agree to serve Google Ads. Display Ads can be text, images, videos, or rich media format, and can be targeted differently. This includes Remarketing Banner Ads as well.

Why Google Ads Appear

The Google Ads auction is focused around keywords. Advertisers choose a list of keywords that are relevant to their business offerings, words that people are most likely to use when searching for a product or service. They then bid on these keywords, basing each bid on how much they are willing to pay Google for users to click on their ad. This bid, combined with a Quality score assigned by Google based on the quality of the proposed ad, determines which Google Ads appear on SERP. When a user clicks on the ad, the advertiser pays a certain cost which is calculated with a formula determined by Google.

The Adwords Auction

AdWords works on an auction system, which takes place every time a user performs a keyword. To "win" with Google Ads Auctions and see your advertisement appear for a relevant keyword, you will need to optimize your Quality Score and Bid Amount. The higher your quality score, in conjunction with your bid amount, the better your ad position will be. The following factors (among others) affect your Quality Score
1. The relevance of your Google Ad to the search query
2. The relevance of your Google Keyword to your Ad Group
3. The relevance of your ad to its landing page
4. The historical Click-Through-Rate (CTR) of the ad and its ad group
5. Overall historical account performance

There are overall benefits of having a high quality score
1. Lower costs - Google rewards advertisers with High-Quality Scores by lowering their Cost-Per-Click, helping improve ROI
2. Higher exposure - When you have a high-Quality Score, your ad will appear more often, in better positions. This enables you to get more clicks and conversions without having to raise your bid.