PPC Fundamentals & Google Ads
Ad Copy and Extensions/Assets
Last Updated: October 17, 2026Quick Definition Ad copy is the text that communicates an offer in an advertisement. Google Ads assets are additional elements—such as sitelinks, callouts, images or phone details—that may be shown with eligible ads. The interface increasingly uses the term “assets” for what were historically called ad extensions. Writing Effective Ad Copy Reflect the user’s query...
Bidding Strategies
Last Updated: October 17, 2026Quick Definition PPC bidding strategies determine how bids are set to compete for ad opportunities. Google Ads offers manual and automated approaches; the suitable option depends on the campaign goal, data quality and level of control needed. Common Strategy Types Manual CPC: The advertiser sets bids at supported levels, retaining direct control over bids. Maximize...
Search, Display, Video and Shopping Ads
Last Updated: October 17, 2026Quick Definition Google Ads offers campaign types and formats that can reach users through search results, websites and apps, video placements, and product-focused experiences. The best option depends on the objective, audience and available creative or product data. Search Ads Search ads can appear when people search for relevant terms. They are useful for capturing...
Quality Score
Last Updated: October 17, 2026Quick Definition Quality Score is a Google Ads diagnostic metric reported for eligible search keywords. It is based on three components: expected click-through rate, ad relevance and landing-page experience. It is intended to help diagnose opportunities, not to serve as a complete live-auction score. The Three Components Expected Click-Through Rate An estimate of how likely...
Keyword Match Types and Negative Keywords
Last Updated: October 17, 2026Quick Definition Keyword match types control how closely a user’s search must relate to a keyword for an ad to be eligible. Negative keywords help prevent ads from showing for searches that are irrelevant to the campaign. Google Ads Match Types Match type Notation General behaviour Broad match running shoes Can match searches related in...
Campaign, Ad Group and Keyword Structure
Last Updated: October 17, 2026Quick Definition In a search campaign, a campaign sets broad controls, an ad group organises a related theme, and keywords help match ads to relevant searches under the campaign’s targeting rules. Campaign Level Use campaigns to separate meaningful differences such as budget, geography, language, campaign type, bidding approach or business objective. A campaign should have...
Google Ads Account Structure
Last Updated: October 17, 2026Quick Definition Google Ads account structure is the hierarchy used to organise advertising activity, settings, targeting, budgets, ads and measurement. Main Levels Account: Holds billing, access, account-level settings and links to measurement tools. Campaign: Typically controls the advertising objective or campaign type, budget, networks, locations, language, schedule and bidding settings. Ad group: Organises related keywords...
PPC Auction and Ad Rank
Last Updated: October 17, 2026Quick Definition A PPC auction is the process an advertising platform uses to decide which eligible ads can appear for a search or placement. Ad Rank helps determine whether an ad is eligible and where it may appear. The exact calculation depends on the platform and auction context. How the Auction Works A user performs...
What is PPC?
Last Updated: October 17, 2026Learn what PPC advertising is, how ad auctions and bidding work, common PPC types, key metrics and formulas, campaign setup and optimization.