Google Ads

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     Google Ads, AKA Google AdWords, is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results. Since advertisers have to pay for these clicks, this is how Google makes money from search.

     Depending on the competitiveness of the keywords you're bidding for and the relevancy of that keyword to real conversions for your company, AdWords may or may not work for your business. For the most part, we've found that Google AdWords is extremely effective for many kinds of businesses, as long as they don't waste their money on the wrong keywords, or write weak, low CTR ads.
    The actual position of your ad is determined by your ad rank (Maximum Bid times Quality Score). The highest ad rank gets the 1st ad position. Your actual CPC will be determined by the ad rank of the next highest ad below you divided by your Quality Score. The only exception of this rule is when you are the only bidder or the lowest bid in the Google Ads auction; then you pay your maximum bid per click! AdWords bidding heavily penalizes advertisers who bid with low quality scores. Conversely, those with high Quality Scores get higher ad ranks and lower CPC.