This is Google’s advertising platform used by businesses large and small alike to advertise online. This encompasses banner ads, video content and more that can be displayed wherever Google exists: search results page, websites and youtube videos to name a few.
The model for Google Ads is based on pay per click (PPC) and can be manually adjusted by the business/ advertiser to include various parameters such as local, national and international markets. The online advertising model is very smart as it can access a user’s internet history which means that Google can effectively tailor certain ads to appear while you surf the web. As you’ve no doubt noticed if you’re searching for a new pair of shoes for example and click off to another site, you’ll often find an ad appear somewhere on the page offering discounted shoes.
Ads are chosen by specific keywords that have varying degrees of competition, for example mountain bikes will likely be very competitive whereas mountain bikes in Bristol will obviously narrow down the search results and be a more economical use of budget.