Google Search Ads are ads based on keywords that your target audience may search on Google. Much like a sports team where you can buy the best players – you can also buy the best keywords. These keywords are discovered through industry research, and keyword planning tools that we use to carefully pick and choose keywords that your target audience will search. When a user uses one of your keywords in their search, your advertisement will appear at or near the top of their search engine results as a recommended result. These ads include specific taglines and messages that dynamically change based on which set of messages or taglines are performing better. 75% of Google Search users choose results within the first page of their search.