Full Screen

Google Ads

More Free Lessons in

PPC and Paid Search View All →

Get cutting-edge digital marketing skills, know-how and strategy

This micro lesson is from one of our globally recognized digital marketing courses.

Start a FREE Course Preview Start a FREE Course Preview
Global Authority

The Global Authority

12 years delivering excellence

Members

300,000+ Members

Join a global community

Certification

Associate Certification

Globally recognised

Membership

Membership Included

Toolkits, content & more

Digital Marketing - Study Notes:

What is Google Ads?

So, what is Google Ads? Well, it is an advertising service by Google for businesses that want to show ads on Google properties. It’s most commonly associated with paid search. But advertisers can also use Google Ads to run the following ads and campaigns:

  • Google display campaigns, banner ads, native ads, and so on
  • YouTube video ads
  • Ecommerce shopping campaigns

Google Ads accounts

Now, let’s ask ourselves: What are the types of Google Ads accounts available to advertisers? And how do they differ?

 A standard Google Ads account

standard Google Ads account is basically a single account that can contain numerous search, display, and other campaigns, ad groups, ads, and keywords.

Bear in mind, though, that you can create more than one standard account. You might, for example, have separate Google Ads accounts for each client. Or you might manage numerous Google Ads accounts through a Manager account. When a Google Ads account is managed through a Manager account, the Google Ads account is called a child account. Which brings us to the Manager account…

Google Ads Manager account

Google Ads Manager account is used to manage multiple standard Google Ads accounts. In this case, these standard accounts are called child accounts of the Manager account.

Back to Top
Cathal Melinn

Cathal Melinn is a well-known Digital Marketing Director, commercial analyst, and eommerce specialist with over 15 years’ experience.

Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specializes in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimization. Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.

Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue-generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.

Over his career, Cathal has worked client-side too, with digital marketing agencies and media owners, for brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.

He can be reached on LinkedIn here.

These walkthrough videos give clear, step-by-step demonstrations and guidance on how to apply key digital marketing concepts and strategies, and use industry-standard tools. While relevant to this module, you will not be assessed on this content.

ABOUT THIS DIGITAL MARKETING MODULE

Paid Search (PPC) and Display Advertising
Cathal Melinn
Skills Expert

This module covers two essential areas of digital marketing: paid search (PPC) and display/video advertising. It explains how paid search captures consumers actively looking for information, products, or services, while display and video ads aim to reach a broader audience, build brand awareness, and generate interest. These strategies, while distinct, complement each other in a comprehensive digital marketing approach.

Starting with the basics of paid search, the module covers search engine roles, keyword strategies, and optimizing PPC campaigns using Google Ads. It then addresses display and video advertising through the Google Display Network (GDN), including ad formats, AI-powered features, and targeting options for audience engagement and remarketing. It continues with budget management, and measuring and optimizing campaigns using Google Ads. The module concludes by examining the advantages and disadvantages of Google AI Assistant and Performance Max campaigns in Google Ads, along with AI-powered bid strategies and ad creation optimization.