Key Features:
1. Search Ads: These ads appear at the top or bottom of Google search results when users
search for keywords related to your product or service. These are text-based ads.
2. Display Ads: Visual banner ads that appear on websites in the Google Display Network.
They can include images, videos, and interactive elements.
3. Shopping Ads: Product-based ads that appear on Google’s search results page. They
include product images, prices, and store information. Best suited for e-commerce
businesses.
4. Video Ads: Ads that appear on YouTube or across the Google Display Network. These can
be skippable or non-skippable and are often used for brand awareness.
5. App Ads: These are designed to promote apps and are shown across Google’s platforms,
including Google Play and other websites and apps in the Google Network.
6. Smart Campaigns: Automated campaigns that are designed for small businesses, where
Google handles most of the setup and optimization.

Pricing & Bidding:
• Google Ads operates on a pay-per-click (PPC) model, where advertisers are charged
when users click on their ads.
• You set a budget and bid amount for keywords. The bid amount determines how
competitive your ads are. Ads are shown based on a combination of bid amount and
quality score (relevance of the ad and landing page).

Key Metrics:
• CPC (Cost Per Click): The amount you pay when someone clicks on your ad.
• CTR (Click-Through Rate): The percentage of people who click on your ad after seeing it.
• Quality Score: A metric used by Google to determine the quality and relevance of your
ads, keywords, and landing page. A higher quality score can lower your costs.
• Conversion Rate: The percentage of clicks that result in the desired action (e.g., making a
purchase, filling out a contact form).

Targeting:
Google Ads allows detailed targeting options, including:
• Keyword targeting: Choosing specific words or phrases that potential customers might
search for.
• Location targeting: Ads can be shown based on the location of the user.
• Demographics: Targeting based on age, gender, household income, etc.
• Device targeting: Ads can be targeted to desktop or mobile users.
• Remarketing: Showing ads to users who have previously interacted with your website or
app.

Advantages:
• Measurable Results: Google Ads offers detailed reports and analytics so you can track
performance and ROI.
• Flexibility: You can adjust your budget, target audience, and bids at any time.
• Reach: You can reach a vast audience through Google’s search engine and its vast
network of partner websites.