04
Module 4 of 10
Google Ads
4.1Intent vs interruption
On Meta you interrupt people scrolling. On Google Search people ask — 'best running shoes under 3000'. That is high intent.
Samjho aise: Google pe customer khud haath utha ke bolta hai 'mujhe chahiye'.
4.2Campaign types
| Type | Where it shows | Best for |
|---|---|---|
| Search | Google search results | High-intent leads and sales |
| Performance Max | All Google inventory | E-commerce with a good feed and tracking |
| Shopping | Product listings with price | Online stores (needs Merchant Center) |
| Display | Websites and apps | Remarketing, awareness |
| Video / Demand Gen | YouTube, Discover, Gmail | Awareness and consideration |
4.3Keyword match types
Add negative keywords (free, job, second hand, DIY) so you stop paying for useless searches.
| Match | Written as | Can match |
|---|---|---|
| Broad | running shoes | marathon training tips, sneakers sale |
| Phrase | "running shoes" | best running shoes for women |
| Exact | [running shoes] | running shoes, shoes for running |
4.4Quality Score & Ad Rank
Quality Score (1–10) is built from three things. Higher score = lower CPC and better position.
- 1
Expected CTR
Will people click this ad for this keyword?
- 2
Ad relevance
Does the ad copy match the keyword?
- 3
Landing page experience
Does the page deliver what the ad promised, fast?
4.5Bidding strategies
- Maximise clicks — new account, gather data.
- Maximise conversions — once tracking is solid.
- Target CPA — you know the cost per lead you can afford.
- Target ROAS / Max conversion value — e-commerce with revenue tracking.
4.6Advertiser verification
Google asks advertisers to verify identity — business documents (or ID for individuals) matching the payment profile. Keep legal name, documents and billing details identical, or ads can get paused.
Revision notes
- 1. Search = high intent, so keywords + negatives matter most.
- 2. Quality Score lowers your cost.
- 3. Choose bidding by how much conversion data you have.
Quick quiz
Score: 0/3
Q1.Which match type is most restrictive?
Q2.Not part of Quality Score?
Q3.Shopping campaigns need…