1. FUNNEL
1.1. Person/question
1.1.1. Keyword
1.1.1.1. Message (ADS)
1.1.1.1.1. Action
2. BID STRATEGY
2.1. Factors
2.1.1. Overall budget
2.1.2. Campaign Goals
2.1.3. Sale/Conversion Values
2.2. Manual Bidding
2.3. Automated bidding
2.3.1. Maximize clicks
2.4. Strategy Types
2.4.1. vCPM
2.4.1.1. Cost per thousand viewable impressions
2.4.1.2. Used to increase awareness
2.4.2. CPV
2.4.2.1. Cost per view
2.4.3. CPC
2.4.3.1. Cost per Click
2.4.3.2. Used to drive website traffic
2.4.4. CPA
2.4.4.1. Cost per acquisition
2.4.4.2. Used for purchases/sign ups
2.5. Goals
2.5.1. Awareness
2.5.1.1. vCPM
2.5.1.2. CPV
2.5.2. Clicks
2.5.2.1. CPC
2.5.3. Sales
2.5.3.1. CPA
3. STRUCTURE
3.1. Account
3.1.1. Campaign
3.1.1.1. Ad group
3.1.1.1.1. Keywords
4. PERFORMANCE
5. QUALITY SCORE
5.1. Factors
5.1.1. Expected Clickthrough Rate
5.1.1.1. Definition
5.1.1.1.1. A keyword status that measures how likely it is that your ads will get clicked when shown for that keyword, irrespective of your ad's position, extensions, and other ad formats that may affect the prominence and visibility of your ads.
5.1.2. Ad Relevance
5.1.2.1. Status
5.1.2.1.1. Used to help identify keywords that might not be relevant enough to perform well.
5.1.3. Landing Page Experience
5.1.3.1. Measurement of how relevant & useful LP is
5.1.3.2. organized + relatable text = higher rating
5.1.3.3. How to improve
5.1.3.3.1. Relevant, useful content
5.1.3.3.2. Promote Transparency/Trusthworthiness
5.1.3.3.3. Make mobile/computer navigation easy
5.1.3.3.4. Decrease loading time
5.1.3.3.5. Make sure site is fast
6. ADS
6.1. Rank
6.1.1. Value determining ad position
6.1.1.1. Quality
6.1.1.1.1. expected CTR
6.1.1.1.2. Ad Relevance
6.1.1.1.3. Landing Page Experience
6.1.1.2. Bid
6.1.1.3. Website/Landing Page
6.1.1.4. Extensions
6.1.2. Can fluctuate depending on competition
6.2. Formats
6.2.1. Text
6.2.1.1. Networks
6.2.1.1.1. Search Network
6.2.1.1.2. Search Partners
6.2.1.2. Parts
6.2.1.2.1. Headline
6.2.1.2.2. URL
6.2.1.2.3. Path Fields
6.2.1.2.4. Description
6.2.2. Image
6.2.2.1. Search network
6.2.2.1.1. *Image ads show on search partner networks, but not the Google Search Network.
6.2.2.2. Display network
6.2.3. Video
6.2.3.1. Search network
6.2.3.1.1. *Video ads show on search partner networks, but not the Google Search Network.
6.2.3.2. Display Network
6.2.4. Ad Extensions
6.2.4.1. Networks
6.2.4.1.1. Search Network
6.2.4.1.2. Display Network
6.2.5. Responsive Ads
6.2.5.1. Display Network
6.2.6. Shopping Ads
6.2.6.1. Google Shopping
6.2.6.2. Google Search
6.2.6.3. Google Search partner websites
6.2.7. App Promotion Ads
6.2.7.1. Search Network
6.2.7.2. Display Network
6.2.8. Call only ads
6.2.8.1. Search Network
6.3. Targeting
6.3.1. Keywords
6.3.2. Ad Location
6.3.3. Demographics
6.3.4. Time
6.3.5. Devices
7. NETWORKS
7.1. Search Network
7.1.1. Sites
7.1.1.1. Google Play
7.1.1.2. Google Shopping
7.1.1.3. Google Search
7.1.1.4. Google Maps
7.1.1.5. Search sites that partner with google
7.1.2. Types of Ads
7.1.2.1. Text ads
7.1.2.2. Dynamic Search Ads
7.1.2.3. Call only ads
7.1.2.4. Shopping Ads
7.1.2.5. Image and video ads
7.2. Display Network
7.2.1. Sites
7.2.1.1. Partnering websites across the internet
7.2.1.2. Youtube, blogger, gmail
7.2.2. Types of Ads
7.2.2.1. Responsive ads
7.2.2.2. Uploaded image ads
7.2.2.3. Image ads
7.2.2.4. Video ads
7.2.2.5. Gmail ads