Google Ads Management for Newbies: Managing Ad Campaigns Made Easier with a Solid Grasp of 5 Basic Terms and 6 Common Google Ads Formats

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Introduced for the first time on October 23, 2000, Google Ads Management quickly became the most popular online advertising tool today. This service helps businesses reach potential customers by displaying ads prominently on Google’s search results page. With Google Ads, businesses can freely choose ad positions that align with their budget and goals.

In this article, you’ll find essential information to help you manage your advertising campaigns effectively. It covers fundamental terms related to Google Ads, such as Quality Score, Clicks, and Impressions. Additionally, it highlights six popular Google Ads formats, including Google Search ads.

5 Basic Terms for Effective Google Ads Management

Quality Score

Quality Score – The Quality Score is an estimate of the effectiveness of ads, keywords, and landing pages in Google Ads campaigns. A higher Quality Score indicates better ad performance, including lower bid prices and higher display positions on search results.

Quality Score is evaluated based on several factors, including click-through rate (CTR), device-specific ad performance, bounce rate, user website visit duration, and other relevant factors. Businesses can track Quality Scores for individual ads, keywords, and landing pages within their ad accounts.

Quality score Google Ads


Clicks – The number of clicks represents the times users click on Google Ads advertisements and access a business’s website. Clicks are recorded even when users are unable to access the business’s website due to technical issues or slow internet connections.

Increasing the number of clicks means that the business is reaching more potential customers. The Clicks metric directly impacts the Click-Through Rate (CTR), another important measure for evaluating the effectiveness of an advertising campaign. A higher CTR indicates that more users are clicking on the ads, helping the business attract additional potential customers and increasing the campaign’s chances of success.

Clicks Google Ads Management


Impressions are the number of times your Google Ads advertisement is displayed on Google’s search results page. The number of impressions is counted each time your business’s advertisement appears on the search results page or other pages within the Google network. Businesses can track the number of impressions in their advertising account to assess the coverage level of their campaign.



CTR (Click-through Rate) is click rate, representing the number of times users click on

an ad compared to the number of times the ad is displayed. This index shows how attractive the ad is to users. Each ad and keyword has its own click-through rate, displayed in the business’s advertising account. Businesses can easily track and compare the CTR of different ads and keywords to evaluate their effectiveness.

A high CTR indicates that your business’s ad is relevant and useful to users, enticing them to click to learn more. To improve CTR, businesses need to ensure that keywords and ads are closely related to each other and match the user’s search needs. The more relevant the keywords and ads are to the business’s products or services, the more likely they are to attract higher user clicks.

The formula for calculating CTR is: CTR = Total clicks / Total impressions (%) (number of displays).



CPC (Cost Per Click) is a term that refers to the cost for each click on an advertisement.

This is the amount that advertisers pay when a user clicks on their ad. CPC reflects the attractiveness and effective budget use of a business.

The CPC index was created to provide additional information to CTR (Click-Through Rate) in evaluating the effectiveness of an advertising campaign. Combining these two indices gives advertisers a more comprehensive view of the effectiveness of their advertising budget use.

The goal of an effective advertising campaign is to achieve a low and stable CPC. This means that the ad attracts many user clicks while using the budget effectively. When CTR (Click-Through Rate) increases, CPC (Cost Per Click) will decrease. Therefore, advertisers will receive more interactions from their target audience with the same budget.

The formula for calculating CPC is: CPC = Total advertising cost / Total number of clicks

6 Common Google Ads Formats

Google Search

This is the most common type of advertising on Google, appearing on the search results page when users enter a keyword related to the business’s product or service. This type of ad is marked with a black “Ad” or “Ads” symbol next to the link, helping users easily distinguish it from natural search results.

  • Display position: Appears right on Google’s search results page
  • Type of advertisement: Uses text format, including title, description, and a link to the business’s website
  • Advantage: Helps businesses reach potential customers right when they are searching for products or services.
Google Ads Search

Google Shopping

As a type of visual advertising, it helps businesses introduce products to potential customers in a vivid and effective way. Shopping ads display actual product images, prices, distributors, and other detailed information, helping users easily grasp information and make quick purchasing decisions.

  • Display location: Appears in various locations on Google, including the search results page, the Shopping tab on the search results page, websites, and inboxes in Gmail,…
  • Ad type: Uses product information page format, including images, titles, descriptions, prices, distributors, reviews, and other detailed information
  • Advantages: Helps businesses attract user attention, increase click-through rate (CTR), drive conversions, and enhance the effectiveness of advertising campaigns.
Google Shopping

Google Display Network

As a diverse form of advertising, it helps businesses market their products/services to potential customers on a network of over 3 million websites worldwide, through the use of rich formats such as images, videos, text, and interactive elements.

  • Display location: Appears in various locations, including websites, search results pages, inboxes in Gmail,…
  • Ad type: Uses image format
  • Advantages: Attracts user attention, thereby promoting action (CTA) to encourage users to visit the website, make purchases, or perform other desired actions.

YouTube Ads

As a form of advertising that helps businesses market their products/services to potential customers through engaging and attractive videos. Video ads can be displayed in various positions on YouTube, including before, during, and after videos, on the search results page, and in video suggestions, helping to reach potential customers in a diverse and effective manner.

  • Display location: Displayed in various positions on YouTube
  • Ad type: Uses video format, including call-to-action (CTA) buttons to encourage viewers to visit the website, make purchases, or perform other desired actions
  • Advantages: Video is an engaging content format that easily attracts viewer attention, making it more effective in conveying advertising messages. Thanks to its widespread presence on YouTube, this type of advertising helps businesses reach more potential customers and increase brand recognition.
YouTube Ads


As a multi-channel form of advertising, it targets the right potential audience accurately and attractively across many popular platforms of Google.

  • Display location: Appears in optimal positions on Google’s platforms, including the Google homepage, YouTube, websites related to content, products, and services users are interested in, appearing in the ‘Discover’ or ‘News for you’ section on the Google homepage. Additionally, it now also appears in the ‘Discover’ section of YouTube.
  • Ad type: Uses carousel format with multiple images
  • Advantages: The eye-catching carousel format with multiple images helps attract user attention, effectively bringing products/services directly to customers and meeting needs in the best way.

Performance Max Campaign

As a creative form of advertising, it combines the power of Google’s 6 main advertising platforms: Search, Shopping, Display, YouTube, Discover, and Local. Businesses only need to provide content (text, images, video) and campaign goals, Performance Max Campaign will automatically create ad templates and distribute them effectively on the appropriate platforms, helping businesses achieve their business goals optimally.

  • Display location: Appears on search results pages, websites, YouTube, Feed on YouTube homepage and ‘Videos you may like’, Shopping tab on search results page, inboxes in Gmail and Discover,…
  • Ad type: Uses a variety of formats including text, images, video, carousel with multiple images
  • Advantages: Allows businesses that want to drive performance traffic across the entire Google Ads advertising space from a single campaign

In conclusion

Overall, Google Ads is a powerful tool for businesses in reaching potential customers and boosting sales. However, to achieve the highest efficiency, businesses need to combine Google Ads with providing high quality products and services, competitive pricing, and attractive promotional policies.

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