With keywords covered, let’s now look at ads, and the role they play in paid search. For a brief refresher, ads appear on a search results page (SERP) when a keyword in the same ad group wins an auction. If there’s only on ad in the ad group, that ad will be chosen 100% of the time. If there are multiple ads in the relevant ad group, only one will be chosen to display on the SERP (we’ll cover how that ad is chosen later on).

What actually is an ad?

An ad is made up of lots of different parts. Each part of the ad is listed in the image below: