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Search Engine Marketing (SEM) involves increasing a product or service's visibility on search engine results pages (SERPs) through paid advertising.
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Pay-Per-Click (PPC) is an advertising model where businesses only pay when a user actually clicks on their ad, aligning advertiser costs with user engagement.
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Common Google Ads formats include text ads, shopping ads, local services ads, Google Maps ads, and call ads.
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Ad extensions provide extra information such as site links, phone numbers, locations, prices, and structured snippets.
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Creating a Google ad involves defining campaign goals, choosing campaign types, setting budgets, establishing bidding strategies, selecting audience targeting, creating the ad, and setting up conversion tracking.
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Keyword match types dictate how closely a user's search query must match the advertiser's keyword, categorized mainly into broad match, phrase match, and exact match.