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Digital Ads Playbook

Google Search Ads

In Depth Assessment

Anyone who has ever searched for anything on the internet is likely familiar with Google Search ads, the ads that show up at the top of your Google results page. These campaigns are launched through the Google Ads interface. Campaigns use a list of keywords (like “how to vote”) to target your ads to people searching for those terms or similar ones. Google Search ads are a low lift to create as they are only composed of text.

Google Ads

Quick Facts

Google Search Ads
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Skill Level Needed to Buy Ads

Some Expertise Required

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Typically Managed By

Communications & Digital Staff, Ad Agencies

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Notable Targeting Capabilities

  • Geotargeting
  • Contextual targeting
  • Demographic targeting (though this often isn’t advisable)
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Available Creative Formats

  • Text Ads

Additional Resources

Political Ads Archive Text Ad Specs Responsive Ads Info Google Political Content Policies Mockup Tool for Search Ads Google Academy for Ads: Google Ads Search Election Advertising Verification Google Ads Editor Google Tag Assistant

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