Every day, millions of people type keywords into search engines, looking for products and services. With search advertising, you create ads and bid on keywords. One of the locations your ad may appear is the “Ads” section of search results pages. Whether customers want to purchase a product, request a service or sign up for information, your goal is to get customers to see your ad and go to your website, or download your app. You can accomplish this by having your ad appear at the top of the search results page, in the “Ads” sections.
When customers view and click your ad, they’re sent to your website. Either they make a purchase, request your service, sign up for more information or download your app. These customer actions are called “conversions.” Think of “conversions” as turning a potential customer into an actual customer.
Source: Advertise
