This tool is a combo of many tools, This is the best part of Google Ads.
This tool lets us create many types of campaigns like search ads, search + display ads, shopping ads, app promotion, video ads.
We can choose goals as per our business requirements. The various goals are sales, leads, website traffic, brand awareness, app promotion.
Along with this, the target audience can also be defined if required. We can choose the countries or areas where we want to show our ads. We can be as much specific as we want for targeting our ads. This also helps us in saving cost.
The keywords and negative keywords should be well researched and used with correct match types.
The other tools available in google ads are:
a) Keyword Planner: A great tool for keyword research and finding their search volume.
b) Performance Planner: Tool to check the performance of your ads.
c) Reach Planner: Tool to check the audience reach of our ads
d) Ad Preview and Diagnosis: Check how the ad is looking and whether it is working or not.
If we come to the bidding option - we can go for manual bidding option or automated bidding option, both of them have their pros and cons.
We can also manage our audiences via Google Analytics or Adwords itself. Review collected by and hosted on G2.com.