The concept
When you search on Google, you'll see websites appear in several ways, usually as search results and as ads. While there are many differences between the two, both search results and ads are meant to help people find the best information for their search.
1. Ads can appear along the top or bottom of a search results page. Google shows your ads based on how closely someone’s search matches your keywords, along with other important factors like the location you target and bids you choose.
2. Search results usually appear on the middle of the page. Google matches people’s searches to sites with relevant links, pages, and text.
Why it matters
Since Google automatically includes most websites in its search results, it's likely that you'll see your website in search results. But running ads too can help you gain more control over when your website can appear to people who are searching. For example, you choose keywords to help us determine when your ads are a good match for a particular search
By using both search results and ads to help customers find your website, you can improve your chances of connecting with customers at the moment when they're looking for your product or service.
How it's used
The keywords you choose determine which searches your ad can show next to. For example, if you own an art supply store, you might choose keywords like "watercolor supplies" and "artist easel" so that your ad can show when someone searches for those phrases.
