Table of Contents

1. Get to know Google Ads.......................................................................................................1

1.1. Why Google Ads?..........................................................................................................1
1.2. Advance your business goals........................................................................................1
1.3. Get the benefits of Google Ads......................................................................................2
1.4. Knowledge check.......................................................................................................... 3
2. Support your business goals with Google Ads......................................................................4
2.1. Google Ads campaign types..........................................................................................4
2.1.1. Search....................................................................................................................4
2.1.2. Display................................................................................................................... 4
2.1.3. Video...................................................................................................................... 4
2.1.4. Shopping................................................................................................................ 4
2.1.5. App......................................................................................................................... 5
2.2. Drive efficiency with Smart campaigns..........................................................................5
2.3. QUIZ.............................................................................................................................. 5

1. Get to know Google Ads

Every second, people turn to Google for the information they need to get things done. Google
Ads is a digital advertising solution that helps you reach this audience and transform them into
valuable customers.

In this module, you’ll learn how Google Ads can help you get in front of people when they're
searching for what you offer.

1.1. Why Google Ads?

With Google Ads, you get access to a broad range of advertising products designed to help you
reach customers in the moments that matter. Stay focused on growing your business while
Google's smart technology does the heavy lifting to drive better results from your advertising.
 1.2. Advance your business goals
Your advertising campaigns should center around the objectives you have for your business.
Take a look at how Google Ads can fuel your business goals.

Drive sales Get leads Increase website

Grow online, in-app, in- Boost conversions by visits
person, and over-the- encouraging people to Get the right people to
phone sales. take action. visit your website.

Influence Build awareness Promote your app

consideration Reach a broad audience Increase installs and
Encourage people to and maximize exposure. interactions with your
explore your products app.
and services.

1.3. Get the benefits of Google Ads

To help you grow your business, Google Ads is built around three principles: relevance, control,
and results.

Relevance
Google Ads helps you connect with the right people, at the right time, with the right message.
Your ads can appear on Google Search, YouTube, and more, just when someone is looking for
products or services like yours. You can also customize options, such as keywords and location,
to get in front of the most relevant customers.

Control
Google Ads gives you complete control over your budget. You choose how much to spend per
month, per day, and per ad. Based on your settings, Google Ads uses a lightning-fast auction to
determine which ad to show. If you want to change your strategy, you can easily adjust your ad,
modify your budget, or pause and restart a campaign.

Results

Pay only for results, like clicks to your website or calls to your business. Our measurement tools
make it easy to see how your site, apps, and ads are performing. Plus, smart technology lets
you create, manage, and optimize your campaigns so you can get the most out of your
investment.

1.4. Knowledge check

You’re a brand manager with an eCommerce retail company. You’re looking to advertise online
and measure the volume of sales coming from your digital campaigns. Which of the following
benefits of Google Ads could help you accomplish your goal?
Select the best answer.

Control: Choose how much to spend each day and in every ad auction.

Results: Use Google Ads’ measurement tools to understand how your campaigns are
performing.

Relevance: Connect with the right customers at the right times, like when someone is searching
for your products.

Customization: Customize your advertising options with keyword, location, and demographic

targeting.
 2. Support your business goals with
Google Ads
With Google Ads, you can connect with people finding answers on Search, watching videos on
YouTube, discovering apps on Google Play, and more. You choose where customers might see
your ads when you select your campaign type.

In this module, you’ll learn how to use Google Ads campaigns to achieve your business
objectives.

2.1. Google Ads campaign types

Advertising with Google Ads starts with creating a campaign based on your business objectives.
Each campaign type determines where your ads appear and the format in which those ads are
displayed. Look at how different campaign types — Search, Display, Video, Shopping, and App
— can support your business objectives.

2.1.1. Search
Search ads appear next to Google search results and on other Google partner sites, like
YouTube, when people look for businesses like yours.

With a Search campaign, you can make sure potential customers notice your brand, consider
your products, and take action.

2.1.2. Display
Google Display ads can appear across a network of more than two million sites and apps,
reaching 90% of people on the internet. Your ads get matched to content related to your
business or to your customers' interests.
Use a Display campaign to increase exposure and reach audiences with specific interests
across the web.

2.1.3. Video
With Video ads, you can reach the right audience at scale and capture their attention. Show
your ads on their own or within other streaming video content on YouTube and across Google’s
network of websites and apps. Only pay when people choose to watch your ad.  
Video campaigns help you bring your business’s story to life. They engage customers in
different ways, like showing ads before their favorite music video or while they're researching an
upcoming purchase.
 2.1.4. Shopping
Shopping ads appear on Google Shopping next to search results and near text and responsive
ads. Shopping ads promote your products by giving consumers detailed information about what
you're selling before they even select your ad.

Use a Shopping campaign to advertise your online and local inventory, boost traffic to your
website or local store, and find better-qualified leads.

2.1.5. App
After a simple setup process, App campaigns run ads across Google’s largest properties,
including Search, Play, and YouTube, as well as thousands of mobile sites and apps. Your ads
and bids are automatically adjusted to get the most downloads. Just add a few lines of text, a
bid, and some assets, and the rest is optimized to help customers find you.

With an App campaign, you can increase engagement, app installs, and even in-app actions,
like signing up for a newsletter or ordering a product.

2.2. Drive efficiency with Smart campaigns

Looking for an automated solution for small businesses? Smart campaigns are here to help!
Just choose your business goals and let machine learning deliver results through Google’s
Search, Display, and Maps networks.

Smart campaigns are the default for advertisers new to Google Ads. They’re a great fit for those
who want an easy way to reach relevant customers and drive results but have limited time or
experience with managing Google Ads campaigns.

Let our smart technology improve your ads, so you can focus on what’s most important —
running your business.

2.3. QUIZ
Advertising with Google Ads starts with creating campaigns based on your
business objectives. Which campaign type would you pick for each of the following
scenarios?
Match each item with the correct answer.
These ads show up next to Google search results and on other Google partner
sites, like YouTube, when people search for products or services you offer.

Search
These ads appear on their own or within other streaming video content on
YouTube and across the Google Display Network.

Video
These ads promote your products by giving users detailed information about what
you're selling. They appear on Google Shopping and next to search results.

Shopping
These ads drive engagement, app installs, and in-app purchases. They appear
across the Google Search and Display Networks, as well as on Google Play and
YouTube.

App

3. Explore the Value of Google

Search