What is Google Ads? How Does Google Ads Work?

Google AdWords, now Google Ads, is an advertising tool developed by Google, using which businesses and individuals can show advertisements on Google SERP, YouTube, and partner websites. 

To display an advertisement, they have to bid on specific keywords, the cost of which depends on the keyword competitiveness. For every click on the ad, Google Ads charges the calculated amount. In return, businesses find potential leads and customers. 

Inorganic search results are paid options to appear in Google’s SERP. The businesses that want to bring more customers in less time choose this method. 

SEO needs time and patience to bring relevant traffic to the website. At the same time, inorganic SEO brings traffic through ads. Inorganic search results have several benefits, such as faster results, improved business visibility, and more potential leads. 

PPC (Pay Per Click) advertising, also called paid search advertising, is an efficient way to set a target audience and then show them the ad. For every click on the ad, Google charges some amount; this is called pay per click.

Since the target audience is based on location, keywords, interests, etc., the website owners can generate potential leads from almost every click. While creating a PPC ad, the website owners have to go through an auction-based system and set a bid on how much they can pay for every click.

Microsoft used to serve ads on Bing through Microsoft adCenter. In 2009, it formed a partnership with Yahoo to serve the ads on Yahoo search engine as well. After that, Microsoft adCenter was rebranded as Bing Ads.

Bing Ads works similar to Google Ads, offering PPC and display advertising to its users. The ads appear in the SERP of both Bing and Yahoo search engines. You can create a custom audience and pay only for the clicks.