You may notice when performing a search on Google that often the top few websites have ‘Ad’ written next to them. These are Pay-Per-Click (PPC) adverts and, as the name suggests, the businesses listed here pay an amount to Google every time somebody clicks on their advert. These adverts are set up using a platform called Google Ads and are shown in addition to the business’s regular (organic) listing which may appear further down the same page or on a later page, depending on how good the website’s SEO is.
The way that Google Ads works is that businesses choose which keywords they would like their ad to show for and compete with other businesses who also want their ad to display for those same keywords. Google Ads is partly an auction system, meaning that businesses set a maximum amount that they are willing to pay for a click and Google ranks them with the highest bids at the top. However there are other factors affect the ranking of the ad including the quality score which looks at how closely related the ad content is to the keyword, and also how relevant the website is to the search term.