Google Ads

Google Ads is Google's ad platform for search, display, video and Shopping campaigns. No plan tiers: advertisers set an average daily budget and pay per click.

Google Ads is Google's advertising platform for search, display, video and Shopping campaigns. It puts a business in front of people as they search on Google or watch on YouTube. Google LLC owns and operates it, and advertisers run it from their own Google account at ads.google.com. Advertising is bought per click rather than by subscription. A campaign starts with a goal and an average daily budget instead of a plan. The platform is organised by campaign type: Search campaigns place ads against queries on Google Search, and Shopping ads show product listings to people comparing purchases. Demand Gen and Video Reach campaigns run image and video assets on YouTube, Gmail and Discover, and App campaigns drive installs. Performance Max covers those surfaces from one campaign, with Google AI choosing placements against a stated goal. Display campaigns serve banners on the Google Display Network, where dynamic remarketing builds each banner from a product feed. Keyword Planner estimates volume and cost for new keywords, and the search terms report exposes the queries that triggered ads. Auction Insights shows which advertisers compete for the same impressions, and automated rules and scripts apply bid changes on a schedule. Google Ads fits any business whose customers start on Google. A single-location service company can run one Search campaign, and an agency can work across many client accounts from a manager account. Retailers with a product feed lean on Shopping and dynamic remarketing, and app developers on App campaigns. Advertisers who would rather hand the detail to Google use Smart campaigns. It is bought campaign by campaign rather than in tiers, with an average daily budget set per campaign and payment taken per click. Day to day the work is maintenance against a live auction. Frequency capping limits how often one person sees a banner, and placement exclusion lists block named sites and apps across the account. Content exclusions keep ads away from categories a brand will not sit beside, and invalid traffic is filtered before billing, with credits for activity found afterwards. Ad scheduling holds delivery to chosen days and hours, location targeting narrows it to chosen places, and Active View reports viewable impressions. View-through conversions credit sales that followed an impression with no click, and change history lists the changes made to an account, its campaigns and its ad groups during the past 2 years.