Search engine advertising is one of the most used forms of PPC. Google Ads is the most popular PPC advertising system in the world. The Ads platform let businesses create ads that appear on Google’s search engine and other Google properties.
Google Ads operates on a pay-per-click model, in which advertisers bid on keywords and pay for each click on their advertisements.
When a search is initiated, Google digs into the pool of ads and select the ads that will appear in the valuable ad space on its search results page. The “winning ads” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the keyword biding.