Basically, It’s keywords that match a text ad. So if you own a nonprofit that helps train people how to use computers, and someone types ‘Computer training’ in google, your ad will show at the top of the page.
The great news is that these ads appear even ABOVE the organic search results that companies achieve via using tactics such as SEO optimization.
Ads cost money. You get $10,000 a month in advertising and a typical ad can have a cost of up to $2. The cost of the click will vary depending on factors such as the popularity of the keywords.
It’s also important to remember that the ads will bring customers to your website, but it’s up to your website to convert those leads into business. The most successful ads have landing pages built just for them, designed to turn the ad into business for you.