As you get to know Google Ads, what would you identify as the three basic components of a Google Search ad?
Correct Answer
Targeting, ad formats, and bid strategies are the basic components.
Why is this the correct answer?
The three basic components of a Google Search ad are targeting, ad formats, and bid strategies. Targeting determines which searches and audiences trigger your ads; ad formats (such as responsive search ads) define what the ad looks like and the creative assets included; and bid strategies control how Google spends your budget to achieve your campaign goal. Together, these three components form the foundation of every Google Search campaign and must be configured in alignment to deliver effective results.
Why are the other options incorrect?
Queries, marketing goals, and Search ads are the basic components.
Queries, marketing goals, and Search ads are not the three basic components — marketing goals guide campaign setup but are not a structural component of the ad itself, and queries are what users search for rather than something advertisers directly configure.
Queries, ad formats, and keywords are the basic components.
Queries, ad formats, and keywords are not the complete set — keywords are a subset of targeting, and queries are user inputs, not advertiser-controlled components of the ad.
AI, bid strategies, and creatives are the basic components.
AI, bid strategies, and creatives do not accurately represent the three basic components as defined in Google's certification framework — AI underpins the system but is not a standalone component advertisers configure.
Real-World Example
A home services company sets up a Google Search campaign using all three basic components: they configure location and keyword targeting to reach local homeowners, build a responsive search ad (ad format) with multiple headlines and descriptions, and select Maximise Conversions as the bid strategy. The combination delivers a 6.2% CTR and a cost per lead of £18 in the first month.