A final-revision summary for the Google Ads Search Certification. Study aid only - the badge is meant to reflect skill you actually have.
How Search ads serve
Ads compete in an auction every time someone searches. Position is set by Ad Rank, not bid alone. Ad Rank combines your bid, ad and landing-page quality (Quality Score signals), the context of the search, and the expected impact of assets and formats.
Keyword match types
| Match type | Triggers on | Control |
|---|---|---|
| Broad match | Related searches, including synonyms and intent | Widest reach, least control |
| Phrase match | Searches that include the meaning of your keyword | Balanced |
| Exact match | Searches with the same meaning or intent as the keyword | Tightest control |
Account structure
Account → Campaigns (budget, settings, bid strategy) → Ad groups (a theme) → Keywords + ads. Keep ad groups tightly themed so ads stay relevant to keywords.
Smart Bidding strategies (goal-based)
| Strategy | Use when your goal is |
|---|---|
| Target CPA | A set cost per conversion |
| Target ROAS | A set return on ad spend |
| Maximise conversions | The most conversions for a budget |
| Maximise conversion value | The most total value for a budget |
Measurement essentials
| Term | Meaning |
|---|---|
| Conversion tracking | Records valuable actions; required for Smart Bidding to work |
| CTR | Click-through rate (clicks ÷ impressions) |
| CPC | Cost per click |
| Conversion rate | Conversions ÷ clicks |
| Impression share | Impressions you got ÷ impressions you were eligible for |
Quick facts
Free assessment · Pass mark 80% · 75 minutes · valid 1 year (retake to renew) · taken online on Skillshop. “Google Ads certification” is a family - Search is one of several separate assessments.