Campaign types
- Search: text ads on search results for the keywords you choose.
- Performance Max: one campaign that runs across all of Google’s channels, driven by your goals and assets.
- Shopping: product ads with an image and price, from your Merchant Center feed.
- Display: image ads on websites and apps in the Google Display Network.
- Video: ads on YouTube.
- Demand Gen: visual ads on YouTube, Discover and Gmail.
- App: ads that promote app installs.
How Google Ads works
You set a budget, a goal and a bidding strategy. Each time an ad could be shown, an auction decides which ads appear, based on bids, ad quality and the context of the search. Depending on the campaign, you pay per click, per view or per thousand impressions, and you can track exactly what each lead or sale costs.
Getting results
Good campaigns start with conversion tracking, tightly themed keywords, relevant ads and landing pages that deliver what the ad promised. Review search terms, costs and conversions every week.
Keyword match types
| Match type | Shows for | Use when |
|---|---|---|
| Broad | Searches related to the keyword, including variations and meaning | You want reach, with strong conversion data and negative keywords |
| Phrase | Searches that include the meaning of your phrase | You want control with some reach |
| Exact | Searches with the same meaning as the keyword | You want precision |
Bidding strategies
- Manual CPC: you set the maximum price per click.
- Maximize clicks: gets as many clicks as the budget allows.
- Maximize conversions or Target CPA: the system bids to get conversions at or below a cost per acquisition you set.
- Maximize conversion value or Target ROAS: the system bids for revenue at a return on ad spend you set.
Automated bidding needs accurate conversion tracking and some conversion history to work well.
How to start with Google Ads
- Set a goal and set up conversion tracking.
- Choose a campaign type: Search suits most local and service businesses.
- Pick keywords with buying intent and add negative keywords.
- Write ads and build a matching landing page.
- Start with a small budget and review the search terms report weekly.
Google Ads mistakes
- No conversion tracking.
- Letting automated campaigns run with no goal or review.
- Sending every ad to the home page.
- Judging results too early.
Google Ads FAQs
How much does Google Ads cost?
You set the budget. The price per click depends on the auction and the competition. See cost per click.
Google Ads or SEO?
Ads give fast, controllable traffic that stops when the budget stops. SEO builds slowly and lasts. Many businesses use both. See pay-per-click, our Google Ads service and the guide to PPC campaign management services.