📘 Google Ads Class Notes
1. Introduction to Google Ads
● What is Google Ads?
Google Ads is an online advertising platform developed by Google, where
advertisers can display ads to users searching for specific terms or browsing
websites/apps. It’s based on a Pay-Per-Click (PPC) model — you only pay when
someone interacts with your ad.
● Why Google Ads is Important
○ Reach billions of active users.
○ Appear when people are searching with high intent (ready to buy).
○ Flexible budgeting — small businesses and large enterprises can both use it.
○ Data-driven: you can track clicks, leads, sales, and ROI.
○ Works across multiple Google-owned platforms (Search, YouTube, Gmail,
Display Network).
● Where Ads Appear
○ Search Ads – on Google search results.
○ Display Ads – banners/images on websites.
○ YouTube Ads – video promotions.
○ Shopping Ads – product listings with price & image.
○ App Ads – promotions inside Play Store & apps.
2. Core Fundamentals of Google Ads
● The Auction System
Every time someone searches, Google runs an instant auction.
○ Your Ad Rank = Bid × Quality Score.
○ Higher Ad Rank means better ad placement.
● Quality Score Factors
○ Keyword relevance.
○ Ad relevance.
○ Landing page experience.
○ Expected CTR (Click-Through Rate).
● Important Metrics
○ CPC (Cost per Click): Amount paid for each click.
○ CTR (Click Through Rate): % of users clicking after seeing ad.
○ Impressions: How many times ad is shown.
○ Conversions: Number of desired actions (purchase, signup, call).
○ Conversion Rate: % of clicks that lead to conversion.
○ ROI (Return on Investment): Profit compared to ad spend.
● Targeting Options
○ Keywords (Search intent).
○ Audience Targeting (interests, demographics, custom intent).
○ Location (countries, cities, radius targeting).
○ Language.
○ Device (desktop, mobile, tablet).
○ Time Scheduling (ads run only at certain hours/days).
3. Campaign Types in Google Ads
1. Search Campaigns
○ Text-based ads that appear in search results.
○ Great for high-intent keywords.
○ Example: Someone searches “Best hair straightener Dubai” → your ad
appears.
2. Display Campaigns
○ Image/banner ads across websites in Google Display Network.
○ Used for brand awareness, remarketing, and reaching new audiences.
3. Shopping Campaigns
○ Product-based ads showing image, price, title, and store.
○ Ideal for e-commerce businesses.
4. Video Campaigns (YouTube Ads)
○ Ads before/during YouTube videos.
○ Formats: skippable, non-skippable, bumper (6s), discovery ads.
5. App Campaigns
○ Promote mobile apps on Google Play, YouTube, Search, and Display.
4. Step-by-Step Guide to Creating a Campaign
Step 1: Set Campaign Objective
Choose a goal:
● Sales
● Leads
● Website Traffic
● Brand Awareness
● App Promotion
Step 2: Choose Campaign Type
Pick between Search, Display, Shopping, Video, or App campaign.
Step 3: Budget & Bidding
● Budget: Set daily or monthly limits.
● Bidding Strategy:
○ Manual CPC (you control bids).
○ Maximize Clicks (Google auto-bids for clicks).
○ Maximize Conversions (AI focuses on conversions).
○ Target CPA (Cost per Acquisition).
○ Target ROAS (Return on Ad Spend).
Step 4: Define Targeting
● Select geographic location.
● Choose audience interests, demographics, or remarketing lists.
● Device targeting (mobile vs desktop).
● Ad scheduling (days/times).
Step 5: Keyword Research (for Search Campaigns)
● Use Google Keyword Planner.
● Choose Match Types:
○ Broad Match → shows for wide variations.
○ Phrase Match → shows for close variations with phrase.
○ Exact Match → shows only for exact term.
○ Negative Keywords → exclude irrelevant searches.
Step 6: Write Compelling Ad Copy
● Headlines: Short, relevant, include keyword.
● Description: Clear value + call to action.
● CTA Examples: Buy Now, Get a Quote, Call Today, Free Trial.
Step 7: Add Ad Extensions
● Sitelink Extensions → Links to specific pages.
● Callout Extensions → Highlights offers/benefits.
● Call Extensions → Add phone number.
● Location Extensions → Show business address.
Step 8: Launch & Monitor
● Double-check settings.
● Enable conversion tracking.
● Launch campaign.
5. Optimization & Scaling
● Improve Quality Score
○ Match keywords, ad copy, and landing page.
○ Improve user experience.
● A/B Testing
○ Test different headlines, descriptions, CTAs.
○ Compare landing pages for better conversion rates.
● Use Negative Keywords
○ Prevent waste on irrelevant searches. Example: Selling premium watches →
exclude “cheap” or “free”.
● Remarketing Campaigns
○ Target users who visited but didn’t convert.
○ Higher ROI because they already know your brand.
● Conversion Tracking
○ Install conversion tracking code or connect with Google Analytics.
○ Measure sales, leads, calls, app installs.
● Budget Management
○ Start small, analyze results.
○ Increase spend on high-performing ads.
○ Reduce/stop ads with poor performance.
6. Best Practices for Google Ads
1. Start with small test campaigns before scaling.
2. Always align ad copy with user search intent.
3. Optimize landing pages for speed, mobile, and clarity.
4. Use ad extensions to improve CTR.
5. Track and analyze data weekly.
6. Avoid “set and forget” — continuous optimization is key.
7. Key Takeaways
● Google Ads is one of the most effective performance marketing tools.
● Success depends on keywords, ad copy, targeting, and landing page quality.
● Track everything, test continuously, and optimize for results.
8. Homework for Students
● Explore Google Keyword Planner and find 10 keywords for a sample business.
● Write a sample ad (3 headlines + 2 descriptions) for those keywords.
● Identify at least 5 negative keywords.
● Create a mock campaign plan (objective, type, budget, targeting).
