Study first
Review the ideas behind the questions
These notes cover the setup choices that shape how a basic Google Ads account spends budget and reports results.
Keywords and match types
Keywords help connect Search ads with the words or phrases people use on Google. Match types control how closely a search needs to match a keyword.
- Broad match can show ads on searches related to the keyword.
- Phrase match can show ads on searches that include the meaning of the keyword.
- Exact match can show ads on searches with the same meaning or intent as the keyword.
- Negative keywords help stop ads from showing on searches you do not want.
Budgets, bids, and auctions
A campaign budget controls how much you plan to spend. Bidding decides how Google Ads should use that budget in auctions.
- An average daily budget can spend more or less on a given day.
- Smart Bidding uses auction-time signals to help optimize for conversions or conversion value.
- Ad Rank helps decide whether an ad can show and where it may appear.
- Quality Score is a diagnostic tool, not a live auction score.
Conversions and reports
Conversion tracking helps connect ad clicks or views with actions that matter to the business.
- A conversion can be a purchase, sign-up, lead, phone call, or other useful action.
- The search terms report shows the actual searches that triggered ads.
- Search terms can help find irrelevant searches to block with negative keywords.
- Reports are more useful when conversion actions match real business goals.
Ad assets
Assets add more information to ads. They can help users take the next step, such as visiting a specific page or calling a business.
- Sitelink assets can send users to specific pages.
- Call assets can make it easier for users to call.
- Assets do not replace clear ad copy or a useful landing page.
- Good assets should match what the campaign is trying to achieve.