Introduction to Pay-per-Click Advertising 
Google Ads is a versatile online advertising platform that allows advertisers to display their ads across various Google-owned properties and partner websites. These ads can appear in different formats and locations, targeting specific audiences based on factors like keywords, demographics, and user behavior. Here’s a detailed explanation of where and how Google Ads appear:
- Google Search Network:
Text Ads:
– Google Ads primarily appear on the Google Search Network, which includes the Google search engine and its search results pages (SERPs).
– Text ads are displayed at the top and bottom of the search results page, marked with a small “Ad” label.
– Advertisers bid on keywords related to their products or services. When users search for those keywords, relevant ads are triggered.
- Google Display Network:
Display Ads:
– The Google Display Network (GDN) consists of a vast network of websites, apps, and videos where advertisers can display visual ads.
– Display ads come in various formats, including image ads, responsive ads, and interactive ads. They can be shown within articles, blogs, forums, and more.
- YouTube:
Video Ads:
– Google Ads can also be displayed on YouTube, the popular video-sharing platform owned by Google.
– Video ads can be skippable or non-skippable and appear before, during, or after YouTube videos.
- Google Shopping:
Shopping Ads:
– Google Shopping ads showcase products directly in search results. These ads display an image, title, price, and store name.
– They are particularly suited for e-commerce businesses looking to promote their products.
- Google Maps:
Local Ads:
– Google Ads can appear on Google Maps when users search for local businesses or locations.
– Local ads can display store information, directions, and a call-to-action button.
- Gmail:
Gmail Ads:
– Gmail ads appear in users’ Gmail inboxes and look like regular emails.
– These ads can expand to show images and interactive content when clicked.
- Mobile Apps:
App Promotion Ads:
– Advertisers can promote their mobile apps through Google Ads on various mobile apps.
– These ads encourage users to download or engage with the advertised app.
- Google Discover:
Discovery Ads:
– Discovery ads appear in the Google Discover feed, which offers personalized content recommendations to users on mobile devices.
– These ads can include images, headlines, and descriptions.
- Partner Websites:
Search and Display Ads:
– Google Ads can also appear on partner websites that are part of the Google Display Network.
– These ads can be shown as banners, text ads, or even native ads.
- Search Partners:
Search Ads:
– Google Ads can be displayed on search partner websites, which are external search engines that have partnered with Google.
– Ads on search partner sites resemble the format of Google Search Network ads.
Ad Formats:
– Google Ads come in various formats, including text ads, image ads, video ads, responsive ads, and more.
– Each ad format is designed to cater to different types of content and audience preferences.
Targeting Options:
– Advertisers can target their ads based on keywords, demographics (age, gender, location), interests, behavior, and more.
– Audience targeting allows ads to reach specific groups of users who are more likely to be interested in the product or service.
Google Ads offers a wide range of formats and placements that cater to different types of businesses and advertising goals. Understanding where and how Google Ads appear enables advertisers to create effective campaigns that reach their target audience across various digital touchpoints, increasing the chances of driving relevant traffic and achieving their desired outcomes.