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SearchBeginner
Google Ads Basics
Google Ads lets advertisers appear when people search for something specific. Unlike social ads, search ads meet people at the moment of intent — when they are already looking.
Overview
What you will understand
- Why search intent is different from social browsing
- How keywords and match types decide when ads appear
- How campaigns, ad groups and ads are structured
- The basics of the ad auction and Quality Score
Suitable for:Beginners interested in searchStudents exploring PPCSmall service businesses
Important concepts
- Search intent
- What the person typing a query actually wants to achieve.
- Match types
- Broad, phrase and exact rules for which searches trigger an ad.
- Negative keywords
- Terms that stop an ad from showing for irrelevant searches.
- Quality Score
- Google's rating of ad relevance, expected CTR and landing page experience.
- Ad rank
- The position an ad earns, based on bid and quality.
Beginner roadmap
A suggested order to learn it
- Step 1
How search ads work
Understand the auction and why relevance matters.
- Step 2
Keyword research
Group keywords by intent.
- Step 3
Campaign structure
Organise campaigns and ad groups clearly.
- Step 4
Writing search ads
Craft headlines and descriptions that match the query.
Practical example
Illustrative example: a tuition centre
A hypothetical tuition centre wants parents searching for local maths tutoring.
- 01Keyword: "maths tuition near me" (high intent)
- 02Negative keyword: "free worksheets"
- 03Ad group: Class 10 Maths
- 04Headline mirrors the search: "Class 10 Maths Tuition Nearby"