Google AdWords, now known as Google Ads, is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. It can place ads both in the results of search engines like Google Search and on non-search websites, mobile apps, and videos. Advertisers using Google AdWords can target users based on their search query, the type of content being consumed, their device, location, and even the time of day, among other factors. The platform operates on a pay-per-click (PPC) model, meaning advertisers pay a fee each time a user clicks on one of their ads. This model allows businesses of all sizes to display their ads on Google’s vast network, with the potential to reach a vast audience looking for products and services similar to what they offer. The effectiveness of these ads is measured using various metrics, including click-through rate, conversion rate, and return on investment. AdWords also provides tools for advertisers to optimize their campaigns, such as keyword planning and performance tracking, making it a powerful tool for digital marketing strategies.