Google Ads (also known as Google AdWords) is an online advertising platform owned and operated by Google. It is also the largest and most widely used online advertising network in the world, and millions of companies advertise online through Google advertising to reach new customers and expand their business.
Advertisers who choose to use Google Ads can target users to two main networks - the search network and the Display Network. The search network refers to pay-per-click advertising, in which advertisers bid for keywords relevant to their business and have the opportunity to show ads to users who enter those keywords on Google as part of a search query. Pay-per-click advertising is also known as paid search.
The Display Network gives advertisers the ability to place visual sign ads on sites that are part of the Display Network. The Google Display Network reaches about 90% of international Internet users, a huge potential audience.
Although search and search advertising campaigns are managed through Google AdWords, the term 'AdWords' is often used to refer to the search network. Digital media retailers often call the Display Network by its name.