Frequently asked questions from users about how Google Ads works

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For those who are starting to advertise in Google Ads, we have prepared a practical glossary of terms that may be useful when creating and editing an ad:

What is a keyword?
A keyword is a term that people type into a search italy phone number data engine when they are looking for something specific. For example, if you own a sportswear store, you can target search engines with sportswear for women, children, and men, as well as sports accessories.

How many keywords should appear in one ad group?
Google suggests 30 keywords per ad group. However, from experience, we recommend using only 20.

How do I determine the right keywords?
The best way to find keywords is to use a keyword research tool. This will show you how many times a keyword has been searched per month, its average cost per click, and whether it is competitive.

What is the difference between a keyword and a query?


Keywords refer to terms that advertisers target.

Queries are the actual questions that users search for.

Sometimes a query may exactly match a keyword, while other times it is relevant.

What is the maximum bid?
This is the maximum amount you are willing to pay for a click on your ad. Google will multiply your Quality Score by your maximum bid to determine your ad rank. Based on this, it will determine whether or not your ad will appear in the SERP.