There are many ways to appear on Google's SERP (search engine results page). In broad terms, you can either do it organically or by paying Google. In this episode, we talk about getting high rankings using Google Ads. The topics covered include:

• The different types of listings on a search results page.
• The mechanics of the system - and touch on how bidding works
• How Google assigns Quality Score and why that is important
• The type of ads you can run - search, display, video, in-app
• Setting up the campaign with targeting, ads copy, landing page 
• The importance of tracking and optimizing based on metrics

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