Google Ads, formerly known as Google AdWords, is an online advertising platform developed by Google. It allows businesses to display ads, service offerings, product listings, or video content within the Google ad network to reach potential customers.

Google Ads operate on a pay-per-click (PPC) model, where advertisers bid on keywords relevant to their target audience. When users search for these keywords on Google, ads appear at the top or bottom of the search results page. Advertisers pay only when someone clicks on their ad, hence the term pay-per-click.

Google Ads offer various formats to reach potential customers, including Search Ads (text ads displayed in search results), Display Ads (visual banner ads on websites within Google’s network), Video Ads (ads displayed on YouTube or across the web), Shopping Ads (product listing ads for e-commerce), and App Ads (promoting mobile apps on Google’s platforms).

The cost of Google Ads varies based on several factors, including the competitiveness of keywords, the quality and relevance of ads, the targeted audience, and the budget set by the advertiser. Google Ads operates on a bidding system, where advertisers set a maximum bid they’re willing to pay for a click or an impression.

Google Ads provides comprehensive metrics and analytics to track the performance of your campaigns. Key performance indicators (KPIs) include click-through rate (CTR), conversion rate, cost per click (CPC), return on ad spend (ROAS), and more. By analyzing these metrics, advertisers can optimize their campaigns for better performance and return on investment (ROI).