Most Google Ads work the same way – via a bidding process. This means that you select the keywords you are interested in advertising for and then place a bid for your advert to show up. If you bid too low and someone outbids you, your ad will not be displayed. You can run your budding process manually, or you can automate it with one of the many tools available on the internet.
Bidding is one of the most complicated aspects of Google Ads. It can get a little confusing, and if executed incorrectly, it could end up costing you significantly more money than you had budgeted. That’s why we always recommend hiring an expert to help with your Google Ads. They will be able to take full control of the bidding process (based on your budget) and allocate funds in a way that is optimized for conversions.