I think it's interesting that Google places so much emphasis on the quality score of an ad. Higher quality ad scores are charged less cost-per-click and displayed more frequently than lower quality ads. It is useful that Google gives you feedback and performance analysis on how your ad is doing, and what can be done to improve it. I guess it makes sense, because Google doesn't want to be displaying terrible ads, it reflects poorly on Google too. It's in our mutual best interest to develop and pay for high quality ads that are going to interest people.
I also like how Google encourages you to be specific about your ads. They provide tools like negative keyword to further hone your ads to those people who are most likely to click on your ad. They discourage using many many keywords, instead encouraging you to tailor your ads and landing page to the most important keyword or keywords in your campaign.
I also like Google's idea of trying multiple ads and rotating through them. That allows me as the advertiser to try different offers, different wording and maybe find a more enticing deal or a stronger call-to-action. As this is the first Google Ads campaign I've ever run I'm trying to temper my expectations, but I really appreciate that the class has given feedback and the course materials have really been helpful in learning how to create effective ads.
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