Google Search Ads

Google Search Ads capture users with high purchase intent by targeting keywords they actively search for, making them ideal for established products and services people already understand and seek solutions for. Unlike social media ads that target demographics and interests, Search Ads use intent-based targeting where ads trigger when users search related terms. The modern approach emphasizes Google's AI automation over manual management, using broad match keywords within themed ad groups organized by user intent (high-intent purchases, problem-solution searches, competitor alternatives). Campaign structure prioritizes simplicity with 1-2 campaigns containing multiple intent-based ad groups, each targeting 5-15 related keywords.

Quality Score significantly impacts ad performance and costs, calculated from expected click-through rate, ad relevance, and landing page experience. Higher Quality Scores result in better ad positions and lower costs per click. The guide recommends Smart Bidding strategies like Maximize Conversions or Target CPA over manual bidding, allowing Google's machine learning to optimize across all variables. Responsive Search Ads with multiple headlines and descriptions let Google dynamically test combinations. Essential setup includes conversion tracking, negative keywords to prevent irrelevant clicks, ad assets for enhanced visibility, and UTM tracking for performance attribution. Optimization focuses on analyzing keyword-level performance, using search terms reports, and scaling winning segments while pausing underperformers based on cost-per-acquisition targets.