Google Ads, formerly known as Google AdWords, is an online advertising platform developed by Google. It allows advertisers to display advertisements, product listings, service offerings, video content, and generate mobile application installs within the Google ad network to web users.

Here's how it works:

• Ad Creation: Advertisers create advertisements through the Google Ads interface. These ads can be text-based, display ads, video ads, or app install ads.

• Targeting: Advertisers select specific keywords, demographics, interests, locations, and other targeting parameters to ensure their ads reach the right audience.

• Bidding: Advertisers set bids for how much they are willing to pay for clicks or impressions on their ads. Google uses an auction system where advertisers bid on keywords, and the ads with the highest bids and best quality scores win placement.

• Ad Placement: Google displays the ads on its search engine results pages (SERPs), websites within its Display Network, YouTube, and other partner sites.

• Measurement and Optimization: Advertisers can track the performance of their ads in real-time through Google Ads. They can analyze metrics such as clicks, impressions, conversions, and return on investment (ROI). Based on this data, advertisers can optimize their campaigns to improve performance.