Google Ads is a service developed by the American technology company Google LLC. It allows advertisers to place online advertising and perform search engine advertising. Text ads that appear next to, above, and below the organic search hits, encourage users to click on a link redirecting them to websites or landing pages. The main idea behind Google Ads is to automatically display advertising that matches the searched keyword and to deliver targeted ads. Advertisers can select the keywords for which their Google Ads are being displayed to a specific audience and they can also exclude keywords so the ads do not show for these search queries. During a campaign, the ads can be edited and adapted to the campaign goals. Google Ads is a pay-per-click advertising system, which means that the advertiser pays Google when the ad is clicked. This system can also be used outside of the search engine, on the Google Advertising Network.