Google Ads, formerly known as Google AdWords, is a powerful online advertising platform that allows businesses to promote their products and services on Google search results and partner websites. It is an essential tool in digital marketing as it helps businesses reach their target audience, increase brand awareness, and drive website traffic.

By using Google Ads, businesses can create highly targeted ad campaigns based on keywords, location, demographics, and signals that use AI. This allows them to reach potential customers who are actively searching for products or services similar to theirs (which is the main big difference from Facebook).

Google offers different kinds of campaings:

• Search: their flagship campaign and probably the most powerful one.
• Display: Uses images and videos and runs on more placements than Search. Very powerful but a bit more expensive.
• Performance Max: Google's first AI drive campaign. It doesn't use regular targeting, it works using AI Signals (more about this later)
• YouTube: You've probably seen these babies around. Video campaigns in different formats: In stream, Skippable, Shorts.
• Shopping: this campaigns connects to Google's Merchant Center where you can connect your online inventory and start advertising specific products from your catalogue.

Google also offers different kinds of objectives. You need to select it upon campaign creation, but the two main groups are Traffic and Conversions which unroll into:

• Sales
• Leads
• Website Traffic
• Awareness
• Local Store Promotion
• App Promotion

In this course we will walk through the main ones, the ones you will need to launch simple but yet effective campaigns.