Digital Marketing
Chapter 15: Introduction to Google Ads
1
By: Tadesse Kebede
February, 2025
TABLE OF CONTENT
01 Introduction to Google Ads 06
Google Ads Manager
Walkaround
02 Features of google ads 07 Google Ads Settings
03 Things to know before working 08 Understanding the
with Google Ads application of different type
of Google Ads
04 More Terminologies to Master
google Ads
Introduction to Google Ads
Google ad is a number one ad platform around the world.
It is more popular in terms of revenue by combining Facebook and
Instagram.
In 2018 Google transformed from Google AdWords to Google Ads.
Introduction to Google Ads
If you’re considering spending any amount of money on ads to reach
your target audience, you’d better spend it in the right place.
That is, somewhere with over 259 million unique visitors and 4.8 billion
daily interactions.
Somewhere like….Google.
Google Ads was launched just two years after what has become the most
popular website in the world:[Link]. The advertising platform came
on the scene in October 2000 as Google Adwords, but after some
rebranding in 2018, it was renamed Google Ads.
Given Google’s expansive reach, chances are you’ve seen (and probably
clicked on) a Google ad… and so have your potential customers.
In this guide you’ll discover how to begin advertising on Google. We’ll
cover features specific to the platform and teach you how to optimize
your campaigns to achieve the best results with your ads.
Introduction to Google Ads
What is Google Ads?
Google Ads is a paid advertising platform that falls under a marketing
channel known as pay-per-click(PPC), where you (the advertiser) pays
per click or per impression(CPM) on an ad.
Google Ads is an effective way to drive qualified traffic, or good-fit
customers, to your business while they’re searching for products and
services like the ones you offer. With Google Ads, you can boost your
website traffic, receive more phone calls, and increase your in-store
visits.
Google Ads allows you to create and share well-timed ads(via both
mobile and desktop) among your target audience. This means your
business will show up on the search engine results page(SERP) at the
moment your ideal customers are looking for products and services like
yours via Google Search or Gooogle Maps. This way, you reach your
target audience when it makes sense for them to come across your ad.
Note: Ads from the platform can span across other channels too,
including YouTube, Blogger, and Google Display Network.
Features of google ads
Why Choose Google Ads
Why advertise on Google?
Google is the most used search engine, receiving over 5 billion search
queries a day.
Not to mention, the Google Ads platform has been around for nearly two
decades, giving it some seniority in the area of paid advertising.
Google is a resource used by people around the world to ask questions
that are answered with a combination of paid advertisements and
organic results.
And, according to Google,
Advertisers make $8 for every $1 they spend on Google Ads.
So, there are a few reasons why you’d want to consider advertising on
Google.
Features of google ads
Features of Google Ads
Google Ads is a product that you can use to promote your business, help
sell products or services, raise awareness, and increase traffic to your
website.
Google Ads accounts are managed online, so you can create and change
your ad campaign at any time, including your ad text, settings, and
budget.
There’s no minimum spending commitment, and you set and control
your own budget. You choose where your ad appears, set a budget that’s
comfortable for you, and easily measure the impact of your ad.
Features of google ads
Features of Google Ads
Google Ads offers different ways of targeting, which we’ll go over in
more detail later. For now, here’s a look at the choices that you have
with online ads that can make your marketing campaigns even more
targeted:
Keywords: Words or phrases relevant to your products and service,
which are used to show your ads when customers search for those
terms or visit relevant websites.
Ad location: Show your ads on Google search results pages and websites
that are part of the Google Search and Display Networks.
Age, location, and language: Choose the age, geographic location, and
language of your customers.
Days, times, and frequency: Show your ads during certain hours or days
of the week, and determine how often your ads appear.
Devices: Your ads can appear on all types of devices, and you can fine-
tune which devices your ads appear on and when.
Things to know before working with Google Ads
Introduction to Google Ads Terms
Ad Group
AdRank
Bidding
Campaign Type
Click-Through Rate
Conversion Rate
Display Network
Ad Extensions
Keywords
PPC
Quality Score
Display URL
Things to know before working with Google Ads
Introduction to Google Ads Terms
Campaign
A set of ad groups(ads, keywords, and bids) that share a budget, location targeting, and
other settings.
Campaigns are often used to organize categories of products or services that you offer.
Your Google Ads account can have one or many ad campaigns running.
Each Campaign consist of one or more ad groups.
Settings that you can set at the campaign level include budget, language, location,
distribution for the Google Network, and more.
You can create separate ad campaigns to run ads in different locations or using different
budgets.
AdGroup
An ad group contains one or more ads that share similar targets.
Each of your campaigns is made up of one or more ad groups.
Use ad groups to organize your ads by a common theme.
For example, try separating ad groups into the different product or service types you
offer.
Things to know before working with Google Ads
Introduction to Google Ads Terms
1. AdRank
Your AdRank determines your ad placement. The higher the value, the
better you’ll ran, the more eyes will fall on your ad, and the higher the
probability that users will click your ad. Your AdRank is determined by
your maximum bid multiplied by your Quality Score.
2. Bidding
Google Ads is based on a bidding system, where you as the advertiser
selects a maximum bid amount you’re willing to pay for a click on your
ad. The higher your bid, the better your placement. You have three
options for bidding: CPC, CPM, or CPE.
CPC, or cost-per-click, is the amount you pay for each click on your ad.
CPM, or cost per mille, is the amount you pay for one thousand ad
impressions, that is when your ad is shown to a thousand people.
CPE, or cost per engagement, is the amount you pay when someone
takes a predermined action with your ad.
Things to know before working with Google Ads
Introduction to Google Ads Terms
3. Campaign Type
Before you begin a paid campaign on Google Ads, you’ll select between
one of three campaign types: search, display, or video.
Search ads are text ads that are displayed among search results on a
Google results page.
Display ads are typically image-based and are shown on web pages within
the Google Display Network.
Video ads are between six and 15 seconds and appear on YouTube.
4. Click-Through Rate(CTR)
Your CTR is the number of clicks you get on your ad as a proportion of the
number of views your ad gets.
A higher CTR indicates a quality ad that matches search intent and targets
relevant keywords.
Things to know before working with Google Ads
Introduction to Google Ads Terms
5. Conversion Rate(CVR)
CVR is a measure of form submissions as a proportion of total visits to
your landing page. Simplistically speaking, a high CVR means that your
landing pages. Presents a seamless user experience that matches the
promise of the ad.
6. Display Network
Google ads can be displayed on either search results pages or a web page
within Google’s Display Network(GDN). GDN is a network of websites that
allow space on their webpages for Google Ads-these ads can be text-based
or image ads and are displayed alongside content relevant to your target
keywords. The most popular Display Ad options are Google Shopping and
app campaigns.
7. Extensions
Ad Extensions allow you to supplement your ad with additional
information at no additional cost. These extensions fall under one of five
categories: Sitelink, Call, Location, Offer, or App;
More Terminologies to Master google Ads
Introduction to Google Ads Terms
8. Keywords
When a Google user types a query into the search field, Google returns a range of
results that match the searcher’s intent. Keywords are words or phrases that align with
what a searcher wants and will satisfy their query. You selected keywords based on
which queries you want to display your ad alongside. For example, a searcher that types
“how to clean gum off shoes” will see results for advertisers that targeted keywords like
“gum on shoes” and “clean shoes”.
9. PPC
Pay-per-click, or PPC, is a type of advertising where the advertiser pays per click on an
ad. PPC is not specific to Google Ads, but it is the most common type of paid campaign.
It’s important to understand the ins and outs of PPC before launching your first Google
Ads campaign.
10. Quality Score(QS)
Your Quality Score measures the quality of your ad by your click-through rate (CTR), the
relevance's of your keywords, the quality of your landing page, and your past
performance on the SERP. QS is a determining factor in your AdRank.
More Terminologies to Master google Ads
Introduction to Google Ads Terms
Practical
Google Ads Manager Walkaround
[Link]
ivory-coast/lessons/59385487-c15-6-google-ads-manager-walkaround
Google Ads Settings
[Link]
marketing-ivory-coast/lessons/59385488-c15-8-google-ads-settings
Understanding the application of different type of
Google Ads
Types of Google Ads Campaign
1. Search
2. Display
3. Video
4. App
5. Shopping
Understanding the application of different type of
Google Ads
Understanding the application of different type of
Google Ads
Understanding the application of different type of
Google Ads
Understanding the application of different type of
Google Ads
Understanding the application of different type of
Google Ads
Thank You!
FOR YOUR NICE ATTENTION
January 2025