Google Ads is intent-based advertising: you show up when someone is searching for exactly what you offer. Google Keyword Planner and Semrush are used for keyword research. Understanding match types is essential: Broad, Phrase, and Exact each provide different reach.
Quality Score rises when keyword, ad, and landing page align — and CPC drops as a result. Negative keywords prevent wasted clicks. Bidding strategies: Manual CPC (full control), Target CPA (automated, based on conversion cost), Target ROAS (based on revenue target). Optimisation is impossible without conversion tracking set up.
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