Search engines like Google are a crucial part of our daily lives, with billions of people using them every day to find information, buy products, or book services. Search ads are the answers to the users´ problems, this is why they are effective in reaching their target audience. Google, Bing, and Apple search ads are presently the only format where the user is actively searching for his/her needs.
However, to make your ads successful there are a lot of factors to consider. Why? Google uses a highly sophisticated algorithm which is based on machine learning. This algorithm is able to understand the user's intention and serve the optimum ad - in order to lead them to convert.
In order to understand and follow this technology, a specialist must be trained and experienced in Google technology and best practices.