Episode 27: Google Ads — Search, Display and YouTube
The logic of Google Ads, Search campaigns, keywords and match types, and when to use Display and YouTube ads.
On Instagram, Priya sees an ad while she’s doing something else. On Google, Priya types herself: “cotton office kurti online”.
On Instagram, you find people. On Google, people find you.
This is the game of capturing “demand”.
Demand creation vs demand capture
Meta (creates demand)
People are scrolling; you show them something new.
“I want this kurti!”
Google Search (captures demand)
People are already searching; you become the answer.
“cotton kurti for office”
Searchers are closer to buying, but such searches are limited and competition is higher.
Google Ads campaign types
| Type | Where it appears | Best for |
|---|---|---|
| Search | Google search results (text ads) | High-intent searches |
| Display | Banners on millions of websites/apps | Awareness, retargeting |
| Video (YouTube) | Video ads on YouTube | Story, demo, reach |
| Shopping | Product image + price in search | E-commerce (needs Merchant Center) |
| Performance Max | All of Google’s channels, automated | After you have data and conversions |
Keywords and match types
A keyword is the word you want your ad to show for.
| Match type | How to write | When it shows |
|---|---|---|
| Broad | cotton kurti | Related searches too (“kurta for women”) |
| Phrase | "cotton kurti" | When the search contains that meaning (“buy cotton kurti online”) |
| Exact | [cotton kurti for office] | Exactly that, or the same meaning |
Negative keywords: where the ad should NOT show. E.g. “free”, “pattern”, “sewing”, “men”, “wholesale”.
Search ads and Quality Score
A search ad has headlines, descriptions and a landing page. Google gives every keyword a Quality Score (1–10) based on three things:
- Expected CTR: will people click?
- Ad relevance: does the ad match the search?
- Landing page experience: is the page useful and fast?
A good Quality Score = lower CPC and a better position. So both the ad and landing page should match the search.
When Display and YouTube?
- Display: cheap reach but low intent. For StyleStreet, mostly retargeting (banners for website visitors)
- YouTube: in skippable in-stream ads, the first 5 seconds are everything. Shorts ads are vertical, like Reels
- Both need a website and tracking
StyleStreet’s real problem
₹3,000 in one week on the keyword “kurti”
On a friend’s advice, Neha ran Google Ads. Keyword: kurti (broad match). No negative keywords.
- The ad showed for “kurti design drawing”, “kurti cutting video” and “men kurta” too
- Lots of clicks, 1 order
- Landing page: the Instagram profile, where ordering is hard
Practical example: StyleStreet’s first Search campaign
| Setting | Choice |
|---|---|
| Location | Jaipur, Jodhpur, Udaipur |
| Keywords | "cotton kurti for office", "office wear kurti", [cotton kurti online jaipur] |
| Negatives | free, design, drawing, cutting, men, wholesale, pattern |
| Headline 1 | Cotton Office Kurtis ₹699–999 |
| Headline 2 | Real Size Chart · Free Exchange |
| Description | Pure Jaipur cotton. Same after 10 washes. COD available. |
| Landing page | Office kurtis collection page (website) |
| Budget | ₹100/day test, 3 weeks |
Your mission: Build a Google Ads plan
For StyleStreet:
- Write 10 keywords Priya would search (use the Chapter 16 keyword list)
- Decide the match type for each keyword
- List 15 negative keywords
- Write 3 headlines and 2 descriptions
- Which landing page, and how it matches the ad
- Write in 2 lines when you’ll use Display/YouTube
Quiz
-
The biggest advantage of Google Search ads?
- A. They’re cheap
- B. People are already searching (high intent)
- C. Video shows
- D. Followers grow
Show answer
Correct answer: B. People are already searching (high intent)
People with search intent are close to buying.
-
To stop the ad showing for “kurti cutting video”?
- A. Exact match
- B. Negative keyword “cutting”
- C. Lower budget
- D. Display campaign
Show answer
Correct answer: B. Negative keyword “cutting”
Negative keywords block irrelevant searches.
-
Quality Score does NOT depend on?
- A. Expected CTR
- B. Ad relevance
- C. Landing page experience
- D. Instagram followers
Show answer
Correct answer: D. Instagram followers
Google’s Quality Score is based on your ad, keyword and landing page.
-
The best use of Display ads for StyleStreet?
- A. Cold awareness
- B. Retargeting website visitors
- C. Keyword research
- D. SEO
Show answer
Correct answer: B. Retargeting website visitors
Display has low intent, but works well for retargeting.
Output for the client project
Your project file now has a Google Ads Starter Plan:
- Keyword list + match types
- Negative keyword list
- Search ad copy
- Landing page match plan
- Display/YouTube roadmap
Golden rule: On Google, people are searching for you. The right keywords, strict negative keywords, and a landing page that delivers exactly what the ad said.