Search advertising places ads in search engine results when people search relevant keywords. Paid search drives targeted traffic from people actively seeking solutions.
Keyword research identifies terms your customers use. Match types control how closely search queries must match your keywords. Negative keywords prevent ads from showing for irrelevant searches.
Quality Score affects ad position and cost. Google rewards relevant ads with better placement and lower costs. Improve Quality Score with compelling ad copy, relevant landing pages, and high click-through rates.