Intermediate level · Module 3: Paid Campaigns on Meta and Google Ads · Lesson 2 of 4
Google Search Ads Essentials
Understand how search ads match keywords and how to write relevant ads.
In this lesson you will
- Choose keywords and match types
- Write responsive search ads linked to a relevant landing page
Key concepts
keyword match typesnegative keywordsad relevancelanding page
The lesson
Search ads appear when people search for something related to your keywords, so intent is high. You pay when someone clicks.
Relevance between keyword, ad text and landing page affects cost and results. Group closely related keywords together and write ads that repeat the searcher's words and give a clear reason to click.
Negative keywords stop ads showing for irrelevant searches — 'free' or 'jobs' for a shop — and prevent wasted budget.
Step by step
- Group keywords into two or three tight themes.
- Write two ads for each group.
- Build a negative keyword list.
- Choose the landing page for each group.
Practice activity
Plan a Google search campaign for your client with keyword groups, negative keywords and two ad drafts.
Expected result: A complete search campaign plan.
Check your understanding
-
What is a negative keyword?
Show answer
A search term you exclude so your ad doesn't show for irrelevant searches.
Further learning
Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.