Google paid ads, also known as Google Ads or Google AdWords, is an online advertising platform that enables businesses to display ads on Google’s search engine and other Google properties. Here’s how Google paid ads work:

1. Keyword research: Before creating an ad campaign on Google Ads, businesses need to conduct keyword research to identify the search terms that their target audience is using to find their products or services.

2. Ad creation: Once businesses have identified their target keywords, they can create ads in Google Ads that will appear when someone searches for those keywords. Ads typically include a headline, description, and a link to a landing page on the business’s website.

3. Bid management: In Google Ads, businesses set a maximum bid for each keyword they want to target. The bid represents the maximum amount they are willing to pay for a click on their ad. The actual cost per click (CPC) can vary based on competition from other advertisers and the relevance of the ad to the user’s search query.

4. Targeting options: Google Ads offers a range of targeting options to help businesses reach their target audience, including location targeting, device targeting, demographic targeting, and more.

5. Ad placement: Ads can appear at the top or bottom of Google search results pages, as well as on other Google properties such as YouTube and Gmail.

6. Measurement and optimization: Google Ads provides businesses with a range of data and analytics to help them measure the performance of their ad campaigns and optimize them for better results. This includes metrics such as click-through rate (CTR), conversion rate, and cost per conversion.