I will summarize the google adwords lecture in the e-learning course. And I just write them point by point.

Source: Official Google Adwords learning

https://landing.google.com/academyforads

https://www.google.com/onlinechallenge/dmc/

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Below are the points:


What is search ads?

Search ads is ads that appear next to organic Google search results when people look for products and services you offer. You only pay when people click to visit your website or call your business. That's why it is called PPC (Pay per Click).


How to create a search ads campaign?

1. Create your search ad.
Writing an ad that tells people what product you sell or service you offer.

2. Locate your customers with keywords.
Choose the keywords that potential customers might search for on Google to find.

3. Set your budget.
Set a daily budget, and your ad is ready to go live.


You can Measure, learn, and grow with your search ads

Once your ads are running, you can get reports to see how they are performing — and make adjustments anytime. You can also create different ads to see which ones perform best.


Create an ad group

To start creating your search ads, you'll first need to create ad groups. An ad group contains one or more ads which target a shared set of keywords.

Put between 5 and 20 keywords for each ad group. Once your ads start running, you can evaluate how your ads and keywords are doing and make any adjustments to improve performance.

For best results, we recommend including at least 3 negative keywords per ad group. Once your ads start running, you'll want to regularly review your search terms report (covered in the next guide) to identify new search terms you might want to add as negative keywords.


Best practice in creating ad group

We recommend creating 2-3 different variations of your ad within each ad group so you can see which ads perform better. AdWords will automatically start showing the higher performing ads to get you even better results.


Best practice of creating search ads

1. Grab attention with your headline

Try to include one of your keywords so people know right away that you're offering something related to what they're looking for.

Create multiple text ads with different headlines to see what works best.

2. Choose a landing page that matches your ad

Make sure the web page where people go when they click your ad (called the landing page) is directly related to what you're advertising in the ad.

Link to a clean, simply designed landing page. The easier you make it for customers to find what they're looking for, the more likely they are to make a purchase.

3. Make the most of your description text
Include keywords - When you include your ad group's keywords in your ad text, your ad is more likely to catch the attention of the people who searched for those same or similar terms.

Capitalize the first letter of each word - This can help your ad stand out.

What is ad extension?

Ad extensions is search ads extensions that let you include extra information about your business in your ads, such as a phone number or links to specific pages on your website.


What is ad preview?

Ad Preview and Diagnosis tool in AdWords is an easier way to see what your Search Network ad looks like on a Google search results page, without impacting your real ad performance data.


Ad rank factors

Ads are ordered on the page using a formula we call Ad Rank.

Here are the components that make up your Ad Rank:

1. Bid - With cost-per-click bidding (CPC)

2. Ad relevance - Measures how closely related your keyword is to your ads.

3. Landing page experience - Estimates how relevant and useful your website's landing page will be to people who click your ad.

4. Expected clickthrough rate - Measures how likely it is that your ads will get clicked when shown for that keyword.

5. Expected impact of ad extensions and other ad formats.


How to win higher position?

You can still win a higher position with high-quality ads and landing pages—even if your competition bids higher than you

If you want to try to boost your ad's position, you'll need to beat your competitors by improving ad and landing page quality or adjusting your bid amounts.


Above are my personal notes when I learn about search ads in google adwords academy.

You can self learning there. These are the URL:

https://landing.google.com/academyforads

https://www.google.com/onlinechallenge/dmc/