About Google Ads

As you browse the Internet, read your email and shop online, you’ve probably noticed Google Ads on these sites related to what you’re searching for or viewing. For example, your Google search results page may show text ads similar to a search phrase that you have just typed; or, your favourite blog may show interactive ads related to the content on the page. Google Ads can also appear on Gmail, Google Earth and Google Maps.

So, why do we show ads and why might you see particular ads?

In this article

  • Why ads
  • Why you may see particular ads

Why ads

  • Keep Google free. Ads help support many of Google’s products like Google Search, Maps and Gmail to name a few.
  • Help you find products and services. We try to make ads as useful as possible – and many can help you research and shop better online.
  • Help fund the websites you visit. Through programmes like AdSense, millions of websites earn money to keep the lights on and pay staff - by displaying ads.

Why you may see particular ads

You may see Google ads on Google Search and related products, Gmail and sites across the web.

Search ad
Search ad
Gmail ad
Gmail ad
Display ad
Display ad

On Google Search

You may see text ads on Google Search results pages and other Google products such as Google Maps. The ads you see may be based on what you searched for, your location and the time of day. Depending on the settings that you've chosen, here are some factors that also determine which ads you may see:

  • Recent, previous searches related to your current search
  • Google Web History
  • Websites that you’ve visited that belong to businesses that advertise with Google
  • Non-personally identifying information in your Google account, like your age and gender
  • Previous interactions with Google’s ads or advertising services

Example

You recently clicked on a search result for a kayaking website. Later, when you search for “holidays”, you might see an ad for a holiday destination where you can kayak.

On Gmail

You may see text or image ads in Gmail as you read your messages. The ads you see may be based on many of the same factors as ads in Google Search as well as additional factors like the messages in your mailbox.

Example

You’ve recently received lots of messages about photography and cameras. In Gmail, you may see an ad with a deal from a local camera store.

Note

Ad matching in Gmail is fully automated; no humans read your email in order to show you ads.

On sites across the web

You may see ads in a variety of formats (text, image, video) on sites and apps that partner with Google, also known as the Google Display Network. The ads that you see may be based on the content of the site that you’re viewing and your recent geographic location. Depending on settings you've chosen, here are some factors that also determine which ads you see:

  • Types of websites you visit, and mobile apps you have on your device
  • The DoubleClick cookie on your browser and the settings in your Ads Settings
  • Websites and apps you’ve visited that belong to businesses that advertise with Google
  • Previous interactions with Google’s ads or advertising services
  • Your Google or YouTube profile

Example

You enjoy visiting websites and blogs about gardening. You may see ads related to this interest on gardening and non-gardening sites as you browse the web.

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