# Google Ads

Search, display, and YouTube advertising guide.

## Campaign Types

### Search Campaigns
- Text ads on search results
- Keyword-triggered
- High intent traffic
- CPC bidding

### Display Campaigns
- Visual ads across web
- Audience/placement targeting
- Brand awareness focus
- CPM or CPC bidding

### Shopping Campaigns
- Product listing ads
- Feed-based
- E-commerce focused
- High purchase intent

### Video Campaigns
- YouTube ads
- Multiple formats
- Awareness to conversion
- CPV or CPM bidding

### Performance Max
- AI-optimized
- All Google properties
- Goal-based
- Conversion focused

## Keyword Match Types

| Type | Symbol | Example | Matches |
|------|--------|---------|---------|
| Broad | none | running shoes | Related terms |
| Phrase | "..." | "running shoes" | Contains phrase |
| Exact | [...] | [running shoes] | Exact or close |

## Quality Score

### Components (1-10)
- Expected CTR
- Ad relevance
- Landing page experience

### Impact
- Ad position
- Cost per click
- Ad extensions eligibility

### Improvement
- Tighter ad groups
- Keyword-ad alignment
- Landing page optimization
- CTR improvement

## Ad Extensions

| Extension | Use Case |
|-----------|----------|
| Sitelinks | Multiple landing pages |
| Callouts | Key benefits |
| Structured Snippets | Product/service types |
| Call | Phone leads |
| Location | Local businesses |
| Price | Product pricing |

## Bidding Strategies

| Strategy | Goal |
|----------|------|
| Manual CPC | Full control |
| Maximize Clicks | Traffic |
| Maximize Conversions | Volume |
| Target CPA | Cost control |
| Target ROAS | Efficiency |
