Lesson 7 of 8 · Lesson menu
BEGINNER LEARNING PATH
LESSON 7 OF 8
Google Ads and Meta Ads basics.
Understand paid advertising, why the goal matters and how the message connects to the page.
Topics in this lesson
Topic 1 · What an ad is
What is online advertising?
An online ad is a paid message shown through an advertising platform. It may appear as text, an image or a video.
The business pays
It sets up advertising with a chosen goal and budget.
The platform delivers
Ads can appear in suitable places, depending on the campaign.
The person decides
They may notice it, click, ask a question or move on.
A fictional bakery pays to show an ad about birthday cakes. The ad explains the offer and gives people a way to learn more.
Topic 2 · Google and Meta
Two familiar ways to show ads
Google Ads offers several campaign types. This lesson uses Google Search ads and Meta ads as simple examples.
Google Search ads
These can appear when someone searches on Google. Keywords help connect relevant searches with ads. For example, someone searches for a birthday cake in their area.
Meta ads
Meta advertising can show paid messages on places such as Facebook and Instagram. For example, someone sees a cake video while using a social app.
Which one is better?
That depends on the goal, the audience, the offer and the results. People may use both search and social media before deciding. There is no single winner for every business.
A search may show an existing need. A social ad may introduce an offer while someone is browsing. These are examples, not fixed rules for every person.
Topic 3 · Choose the goal
Know what the ad is meant to do
A goal explains the action the business wants. Advertising settings should match that goal.
Tap an example to understand the idea.
An ad designed to get views may produce different results from one designed for enquiries. Check the chosen objective before judging its performance.
Topic 4 · The main parts
An ad works as part of a larger journey
The audience, the message and the next page should fit together.
The audience
People the offer may suit.
The ad
A clear message and relevant image or video.
The next step
A matching page, form, call or conversation.
If an ad is about birthday cakes, the next page should explain birthday cakes. A confusing or unrelated page can make it hard to continue.
Revisit clear messages and how websites help.
What does creative mean?
In advertising, creative usually means the ad’s words, image, video or design. It is the material the person sees.
Topic 5 · Budget and cost
The budget needs a clear purpose
A budget is the amount planned or set for advertising. The platform’s spending and billing rules explain how it is used.
What is a campaign?
A campaign groups advertising around a goal. The exact settings and structure depend on the platform.
What affects the cost?
Audience, competition, placements, the goal and ad performance can affect costs. There is no fixed price that works for every business.
What is cost per click?
It is the advertising cost divided by the number of clicks. The next lesson shows this with simple fictional numbers.
What should be checked before launch?
The goal, offer, audience, destination, budget controls and measurement should be understood first. Check current platform rules before spending.
You can understand the basics without launching an ad or entering payment details.
Topic 6 · Understand the outcome
Delivery is one part of the result
A business also needs to know whether the ad brought suitable people and useful actions.
Before the click
Was the ad shown and did people choose it?
After the click
Could people understand the offer and continue?
After the enquiry
Was the question relevant, and did it become an order?
A click, a message and a paid order are different actions. Advertising reports need to be read alongside enquiry quality and actual business records.
Does paying guarantee sales?
No. Paying for advertising does not guarantee sales. The offer, price, trust, website experience and follow-up also affect what happens.
Optional: notice a labelled ad.
After reading, notice one ad while searching or using a social app. What is it offering, and where does the link lead? There is no need to click it or spend money.