Google Ads Glossary: The Complete Dictionary of PPC Terms (2025 Edition)

A-C Terms

A/B Testing (Split Testing)

The practice of comparing two versions of ads, landing pages, or other elements to determine which performs better. In Google Ads, you should always run at least 3-5 ad variations per ad group. The key is to test one element at a time – headline, description, or call-to-action. Google’s machine learning automatically favors winning variations when you use “Optimize” rotation settings. Pro tip: Let tests run for at least 2 weeks or 1,000 impressions before making decisions.

Account Structure

The hierarchical organization of your Google Ads account: Account > Campaigns > Ad Groups > Keywords/Ads. Proper structure is crucial for performance and management efficiency. Best practice is to mirror your website structure or business organization. For example, an e-commerce site might have campaigns for each product category, ad groups for subcategories, and keywords for specific products. Poor structure is the #1 issue we find in our professional account audits.

Ad Copy

The written content of your advertisements, including headlines, descriptions, and display URLs. Effective ad copy addresses user intent, includes keywords naturally, and has a clear call-to-action. With Responsive Search Ads, you need to write multiple variations that work independently and together. Remember: you have milliseconds to capture attention, so lead with benefits, not features.

Ad Customizers

Dynamic parameters that automatically update your ads with specific information like countdown timers, inventory levels, or location-specific details. Example: “Sale ends in {=COUNTDOWN(“2025/12/31″)} days!” These can significantly improve CTR by creating urgency and relevance. Particularly effective for seasonal campaigns and flash sales.

Ad Extensions (now Assets)

Additional information that expands your ads with extra details. Google renamed these to “Assets” in 2022, but many advertisers still use the old term. Types include: Sitelinks (additional links), Callouts (extra text), Structured Snippets (categories), Call Extensions (phone numbers), Location Extensions (addresses), Price Extensions (product prices), Promotion Extensions (special offers), and more. Using multiple extensions can improve CTR by 10-15% and gives you more real estate on the search results page. Learn implementation in our complete setup guide.

Ad Group

A collection of ads that share the same set of keywords and targeting settings. Think of ad groups as themed buckets within your campaigns. Best practice is to keep them tightly focused with 5-20 closely related keywords. For example, instead of one “Shoes” ad group, create separate groups for “Running Shoes,” “Dress Shoes,” and “Casual Shoes.” This allows for more relevant ads and better Quality Scores. Poorly organized ad groups are a major cause of wasted spend.

Ad Position (now Ad Rank)

Where your ad appears on the search results page. While Google no longer shows average position metrics (retired in 2019), position still matters. Now we use “Impression Share” metrics like “Impr. (Abs. Top) %” to understand placement. Top positions get more clicks but cost more – find the sweet spot for your ROI goals.

Ad Preview and Diagnosis Tool

Google’s tool to see how your ads appear without affecting statistics. Access via Tools & Settings > Planning. Essential for checking ad visibility in different locations or devices without generating impressions. Also diagnoses why ads might not be showing (budget exhausted, low Ad Rank, scheduling, etc.).

Ad Rank

The value that determines your ad position and whether your ads show at all. Formula: Ad Rank = Max CPC Bid × Quality Score × Expected Impact of Extensions and Formats. This is why a competitor with a lower bid but higher Quality Score can outrank you. Ad Rank is recalculated for every auction, which happens billions of times daily. Focus on improving Quality Score components for better positions at lower costs.

Ad Rotation

Settings that control how Google serves multiple ads within an ad group. Options: “Optimize” (recommended) – favors ads expected to perform better; “Rotate evenly” – gives equal exposure for testing, but don’t leave on indefinitely. “Optimize” uses machine learning to predict which ad combinations will drive more conversions based on user context.

Ad Schedule (Dayparting)

Controls when your ads show based on day and time. Crucial for businesses with specific hours or when performance varies by time. B2B companies often pause weekends and after-hours. Restaurants might increase bids during meal times. Analyze your hourly performance data – you might find 3 AM clicks aren’t converting. Can reduce wasted spend by 20-30% when properly configured.

Ad Strength

Google’s rating of your Responsive Search Ad quality (Poor, Average, Good, Excellent). Based on quantity and diversity of headlines/descriptions, keyword relevance, and uniqueness. While “Excellent” is ideal, don’t sacrifice message clarity for a higher rating. Focus on relevance to your audience over Google’s recommendations.

AdWords

The original name for Google Ads until the 2018 rebrand. You’ll still see this term in older resources and some tools. The platform functionality remains the same – only the name changed to reflect expansion beyond just “words” to visual and video advertising.

Affinity Audiences

Groups of users based on their long-term interests and habits. Google determines these through browsing behavior, purchase history, and app usage. Examples include “Cooking Enthusiasts” or “Auto Enthusiasts.” Best for Display and Video campaigns focused on brand awareness. Less precise than In-Market audiences but broader reach.

AI Max for Search

NEW 2025: Google’s revolutionary AI-powered upgrade for Search campaigns. One-click enhancement that combines Smart Bidding Exploration with dynamic creative optimization. Early adopters report 14% average conversion increases with up to 27% improvement for exact/phrase match campaigns. Uses machine learning to identify non-obvious but high-converting search queries. Currently in beta – expect full rollout by Q3 2025.

All Conversions

Includes conversions you’re optimizing for plus cross-device, view-through, and other conversion actions. Often higher than “Conversions” column. Useful for understanding full impact but be careful not to double-count when calculating ROI. Some advertisers see 20-30% more conversions here due to cross-device activity.

Audience Targeting

Layering user characteristics onto your campaigns beyond just keywords. Includes demographics, interests, behaviors, and remarketing lists. Can be used for “Targeting” (show only to audience) or “Observation” (show to everyone but gather data). Pro tip: Start with Observation to collect data before restricting reach.

Attribution Model

Rules determining how conversion credit is distributed across touchpoints. Options include: Last Click (all credit to final click), First Click (all to first interaction), Linear (equal distribution), Time Decay (more credit to recent touches), Position-Based (40% first, 40% last, 20% middle), and Data-Driven (Google’s AI-based model). Data-Driven is recommended if you have enough conversion volume. Critical for understanding true campaign value in multi-touch customer journeys.

Automated Bidding

Bid strategies where Google’s machine learning sets bids to achieve your goals. Includes Target CPA, Target ROAS, Maximize Conversions, Maximize Conversion Value, Target Impression Share, and Enhanced CPC. Requires proper conversion tracking and sufficient data (typically 30+ conversions monthly). Don’t use until you have conversion history – start with Manual CPC or Maximize Clicks.

Automated Rules

Custom conditions that trigger automatic account changes. Examples: pause keywords with 0 conversions after $100 spend, increase bids for keywords with high conversion rates, or send alerts for unusual activity. Powerful but dangerous – always test with “email only” before enabling changes. Access via Tools & Settings > Bulk Actions.

Average CPC (Cost Per Click)

Total cost divided by total clicks. Industry averages: Legal ($8.94), Insurance ($4.10), Home Services ($6.40), E-commerce ($1.16), B2B Software ($4.56). Your actual CPC depends on competition, Quality Score, and targeting. Monitor trends – rising CPCs might indicate increased competition or Quality Score issues. See current benchmarks in our comprehensive FAQ.

Average CPM (Cost Per Thousand Impressions)

Cost per 1,000 ad views, primarily used in Display and Video campaigns. Calculation: (Total Cost / Impressions) × 1,000. Display Network averages $2-10 CPM, while YouTube averages $10-30. Use for brand awareness campaigns where impressions matter more than clicks.

Bid Adjustment

Percentage increases or decreases to bids based on device, location, time, or audience. Range from -90% to +900%. Example: +20% for mobile if mobile converts well, -50% for tablets if they underperform. Stack multiplicatively, so multiple adjustments compound. Critical for profitability – analyze performance by segment and adjust accordingly.

Bid Strategy

Your approach to auction bidding. Manual gives control but requires constant management. Automated uses Google’s AI but needs good data. Portfolio strategies apply across campaigns for better learning. Choose based on goals: Traffic (Maximize Clicks), Conversions (Target CPA/Maximize Conversions), Revenue (Target ROAS/Maximize Conversion Value), or Visibility (Target Impression Share). Don’t change strategies frequently – allow 2-4 weeks for learning.

Bounce Rate

Percentage of single-page sessions where users left without interaction. High bounce rates (70%+) indicate poor landing page relevance, slow load times, or misleading ads. Google Ads doesn’t directly use this metric, but it impacts Quality Score indirectly through user behavior signals. Reduce bounces with better message match and faster pages.

Brand Campaign

Campaigns targeting your own brand name and variations. Usually cheapest CPCs and highest conversion rates. Controversial whether necessary (you’d rank #1 organically), but protects against competitors bidding on your brand. Also useful for controlling message and using ad extensions. Typically 10-20% of budget for established brands.

Broad Match

The default and most flexible keyword match type. Shows ads for searches related to your keyword’s meaning, including synonyms, related searches, and other relevant variations. Example: “lawn mowing service” might match “grass cutting company” or “yard maintenance.” With Smart Bidding, broad match can work well, but requires careful negative keyword management. Monitor search terms report weekly.

Broad Match Modifier (Deprecated)

Phased out in 2021 and absorbed into phrase match. Previously indicated with + signs (+lawn +mowing). If you see old guides mentioning this, know that phrase match now covers this functionality.

Budget

Amount you’re willing to spend. Daily budgets can be exceeded by up to 2x on high-traffic days, but monthly spend won’t exceed daily budget × 30.4. Shared budgets distribute funds across multiple campaigns. Campaign budgets should align with goals – don’t spread too thin. Minimum viable budgets: Search ($500-1,000/month), Display ($300-500/month), Video ($500+/month). Learn budget planning in our tutorial.

Call Extensions (Call Assets)

Shows your phone number with ads. On mobile, users can click to call directly. Tracks calls as conversions if they last 30+ seconds (customizable). Essential for service businesses. Can schedule to show only during business hours. Pro tip: Use call tracking numbers to record calls and attribute to keywords.

Call-Only Ads

Mobile-specific ads designed solely to generate phone calls. No landing page needed – clicking the ad initiates a call. Perfect for urgent services (locksmith, plumber, lawyer). Typically 30-50% higher conversion rates than standard ads for service businesses. Set higher bids during business hours.

Callout Extensions (Callout Assets)

Short text snippets highlighting key features or benefits. Examples: “Free Shipping,” “24/7 Support,” “Price Match Guarantee.” Up to 25 characters each, show 2-6 with your ads. Unlike sitelinks, these aren’t clickable. Use to emphasize unique selling points that don’t warrant their own landing page.

Campaign

The highest organizational level in your account containing ad groups, ads, keywords, and targeting. Each campaign has its own budget, targeting settings, and bid strategy. Structure by objective (Sales vs. Leads), product line, geography, or funnel stage. Don’t create too many – harder to manage and budgets spread thin. Most accounts need 3-10 well-structured campaigns.

Campaign Type

Determines where and how your ads appear: Search (text ads on Google), Display (banner ads on websites), Shopping (product ads), Video (YouTube), App (mobile app promotion), Performance Max (all channels), Smart (simplified), Demand Gen (visual discovery), Discovery (feeds), Local (maps), and Hotel campaigns. Start with Search for immediate intent, add others as you grow.

Click

When someone interacts with your ad by clicking through to your site. What counts as a click varies by format – standard clicks on text/image ads, video views for some video formats, or engagements for interactive ads. Google filters invalid clicks automatically. One person can generate multiple clicks but only charged once per ad within a short timeframe.

Click-Through Rate (CTR)

Percentage of impressions that result in clicks. Formula: (Clicks ÷ Impressions) × 100. Industry averages: Search (3.17%), Display (0.46%), Shopping (0.86%), Video (0.74%). High CTR indicates relevant ads but doesn’t guarantee profitability. Factors include position, extensions, ad copy, and competition. Improve with better keyword-ad alignment and compelling copy. Major Quality Score component.

Client Center (MCC)

Manager account that oversees multiple Google Ads accounts. Essential for agencies or businesses with multiple accounts. Allows cross-account reporting, bulk changes, and consolidated billing. Can have multiple levels of hierarchy. Access management simplified – grant access to MCC instead of individual accounts.

Close Variant

Searches Google considers similar enough to trigger your keywords despite minor differences. Includes misspellings, singular/plural, abbreviations, accents, and reordered words. Even exact match includes close variants now. Can’t opt out, so use negative keywords to exclude unwanted variants.

Competitive Metrics

Data showing how you compare to other advertisers. Includes Impression Share, Overlap Rate, Position Above Rate, Top of Page Rate, and Outranking Share. Available for Search campaigns. Useful for strategy but don’t obsess – focus on profitability over beating competitors.

Conversion

A completed valuable action – purchase, signup, call, download, etc. You define what counts via conversion tracking. Critical: not all conversions are equal. Weight by value when possible. Common mistakes include tracking micro-conversions (page views) as primary goals or not tracking offline conversions. Set up properly with our conversion tracking fix guide.

Conversion Rate

Percentage of clicks resulting in conversions. Formula: (Conversions ÷ Clicks) × 100. Industry averages: Search (3.75%), Shopping (1.91%), Display (0.77%). Varies wildly by industry – B2B typically lower than e-commerce. Improve through better landing pages, targeting, and ad relevance. Often more important than CTR for profitability.

Conversion Tracking

System for measuring valuable actions from your ads. Implementation via Google Tag, Tag Manager, or direct code. Types include website actions, calls, app installs, and offline conversions. 90% of failed campaigns have broken tracking. Test thoroughly – use Tag Assistant and real conversions. Without this, you’re flying blind. Most important technical setup step.

Conversion Value

Monetary worth assigned to conversions. Essential for e-commerce (actual purchase amount) and important for leads (estimated lifetime value). Enables value-based bidding strategies. If all conversions equal, use 1. Otherwise, calculate average customer values. Update regularly as business metrics change.

Conversion Window

Time period after ad interaction during which conversions are credited. Default: 30 days after click, 1 day after view (for Display/Video). Adjustable 1-90 days. Longer windows capture more conversions but may overattribute. Consider your sales cycle – B2B often needs longer windows than impulse e-commerce purchases.

Cost Per Acquisition (CPA)

Average cost to generate one conversion. Formula: Total Cost ÷ Conversions. Different from Cost Per Click – CPA factors in conversion rate. Your target CPA must be less than customer lifetime value for profitability. Account for margins and repeat business. Industry varies widely: E-commerce ($45), Legal ($135), B2B Software ($192).

Cost Per Click (CPC)

Actual amount paid when someone clicks your ad. Usually less than your max bid due to auction dynamics. You only pay $0.01 more than needed to beat the ad below you. Factors include competition, Quality Score, ad extensions, and time of day. Monitor for sudden changes indicating new competitors or issues.

Cost Per Conversion

Same as CPA – average cost for each conversion action. Some industries use different terminology. Make sure you’re comparing apples to apples when benchmarking against competitors or industry standards.

Cost Per Thousand Impressions (CPM)

Pricing model where you pay per 1,000 ad views regardless of clicks. Standard for Display and Video campaigns focused on awareness. Calculate effective CPM for CPC campaigns to compare efficiency: (CPC × CTR × 1,000). YouTube typically $10-30 CPM, Display Network $2-10.

Cost Per View (CPV)

Amount paid when someone watches your video ad (or interacts with it). View definitions vary by format – usually 30 seconds or entire video if shorter. Skippable in-stream ads only charge for engaged views. Average $0.10-0.30 but varies by targeting and competition.

Cross-Device Conversions

Conversions starting on one device and completing on another. Increasingly common – up to 30% of conversions for some businesses. Only trackable for signed-in users. Included in “All Conversions” but not standard “Conversions” column. Critical for understanding true mobile value.

Customer Lists (Customer Match)

Upload email lists to target existing customers or create similar audiences. 2025 Update: Minimum lowered from 1,000 to 100 users, making it accessible to smaller businesses. Hash emails for privacy. Use for upselling, retention, or exclusion. Combine with similar audiences for acquisition. Typically 2-3x better performance than cold targeting.

Customer Lifetime Value (CLV/LTV)

Total revenue expected from a customer relationship. Critical for setting target CPAs. If CLV is $1,000 and margin is 30%, you can spend up to $300 to acquire profitably. Often underestimated – include repeat purchases, upsells, and referrals. Higher CLV justifies higher CPAs.

D-F Terms

Daily Budget

Average amount you want to spend per campaign per day. Google can spend up to 2x this amount on high-traffic days but won’t exceed monthly average (daily budget × 30.4). Shared budgets pool money across campaigns. Set conservatively at first – easier to increase than recover overspend. Consider day-of-week patterns when setting.

Data-Driven Attribution

Google’s machine learning model that distributes conversion credit based on actual impact. Analyzes all paths to conversion and weights touchpoints by influence. Requires 600+ conversions in 30 days. More accurate than rule-based models but less transparent. Default for new accounts if eligible.

Dayparting

See “Ad Schedule” – controlling when ads show by hour and day. Critical for businesses with specific hours or performance patterns. B2B might pause weekends, restaurants increase dinner hours, emergency services run 24/7. Analyze hourly data before restricting – assumptions often wrong.

Default Max CPC

The maximum cost-per-click bid applied to all keywords in an ad group unless overridden at keyword level. Starting point for new keywords. Set based on estimated conversion rate and value. Can adjust individual keywords up/down based on performance.

Demographics Targeting

Target or exclude based on age, gender, parental status, and household income. Available for Search, Display, and Video. “Unknown” category often large – don’t exclude without testing. Layer with other targeting for precision. Bid adjustments more flexible than hard exclusions.

Demand Gen Campaigns

NEW 2025: Google’s latest visual-first campaign type for creating demand across YouTube, Discover, and Gmail. Unlike Performance Max, gives more creative control. Now expanded to desktop (previously mobile-only). Best for lifestyle brands and considered purchases. Requires strong visual assets and broader targeting than Search.

Destination URL

Deprecated term – now called “Final URL.” The actual landing page users reach. Must match your display URL domain. Can include tracking parameters. Choose specific, relevant pages over homepage. Test different landing pages for same ad group.

Device Targeting

Show ads on computers, tablets, and/or mobile phones. Can’t completely exclude any device (minimum -90% bid adjustment). Mobile now majority of searches but conversion rates vary. B2B often sees better desktop performance, while B2C may favor mobile. Adjust bids based on your data, not assumptions.

Display Network

Google’s network of 2+ million websites, videos, and apps showing visual ads. Reaches 90% of internet users. Lower intent than Search but good for awareness and remarketing. Includes YouTube, Gmail, and partner sites. Requires different strategy – interruption vs. intention marketing.

Display URL

The URL shown in your ad (not necessarily where users go). Two 15-character path fields after your domain. Use to reinforce relevance: example.com/Free-Shipping/Shoes. Must match final URL domain. Make it readable and relevant, not keyword stuffed.

Dynamic Ads

Ads that automatically adjust content based on user behavior or context. Includes Dynamic Search Ads (headlines from your site), Dynamic Remarketing (products viewed), and Responsive Ads (testing combinations). Powerful but requires good website structure and feeds.

Dynamic Keyword Insertion (DKI)

Automatically inserts the keyword that triggered your ad into ad copy. Syntax: {KeyWord:Default Text}. Capitalizes based on format. Risky if not managed carefully – could insert competitor names or awkward phrases. Best for tightly themed ad groups.

Dynamic Remarketing

Shows ads featuring specific products or services users viewed on your site. Requires product feed and remarketing tags. Much more effective than generic remarketing – typically 2-3x better performance. Essential for e-commerce. Setup through Merchant Center integration.

Dynamic Search Ads (DSA)

Google automatically generates ads based on your website content. You provide descriptions; Google creates headlines and selects landing pages. Good for large catalogs or filling keyword gaps. Requires excellent site structure. Use negative keywords to prevent irrelevant matches. Monitor search terms closely.

Early Access (Beta Features)

New features released to limited advertisers before general availability. Often includes Performance Max updates, new bidding strategies, or interface changes. Opt-in through account notifications. Advantage: competitive edge. Risk: bugs and limited documentation.

eCPC (Enhanced Cost-Per-Click)

Semi-automated bidding that adjusts manual bids based on conversion likelihood. Raises bids up to 30% for high-probability clicks, lowers for unlikely converters. Good stepping stone from manual to full automation. Being phased out in favor of full Smart Bidding.

Exact Match

Most restrictive keyword match type, triggering ads for searches matching your exact keyword or close variants. Denoted with [square brackets]. No longer truly “exact” – includes plurals, misspellings, abbreviations, and same-meaning variations. Highest relevance but limited reach. Use for proven high-value terms.

Experiments

Test campaign changes on portion of traffic before full implementation. Split traffic 50/50 or custom percentage. Test bid strategies, targeting, or structure changes. Statistical significance indicators help decision making. Better than gut feelings – let data guide changes.

Extensions (now Assets)

Additional information expanding your ads. Renamed to “Assets” in 2022 but functionally identical. Automated extensions pull info from your site if you don’t set manual ones. More extensions = more real estate = higher CTR. No direct cost but improve performance significantly.

Feed

Structured data file containing product or service information. Required for Shopping campaigns, Dynamic Remarketing, and some Dynamic Search Ads. Usually XML, CSV, or Google Sheets. Must update regularly – stale data hurts performance. Common issues: missing GTINs, poor titles, wrong prices.

Final URL

The landing page where users arrive after clicking. Must be relevant to ad and keywords for good Quality Score. Can append tracking parameters. Test different pages – sometimes product pages beat category pages. Mobile URLs can differ if you have separate mobile site.

First Page Bid (Deprecated)

Old metric estimating bid needed for first page. Replaced by “Top of Page” and “First Position” estimates. If you see this in old reports, know it’s outdated. Focus on impression share metrics instead.

First Position Bid Estimate

Estimated bid for the top ad position above organic results. Often 2-3x higher than lower positions. Not always worth it – test whether position 2-3 gives better ROI. Some searches show 4 ads above organic, others just 1-2.

Flexible Bid Strategy

See “Portfolio Bid Strategy” – applies single automated bidding strategy across multiple campaigns. Better than campaign-level strategies for faster learning and consistent performance. Requires similar goals across included campaigns.

Frequency

Average number of times unique user saw your ad. Calculated as Impressions ÷ Unique Reach. Important for Display and Video to avoid ad fatigue. Too low (1-2) might not drive action; too high (10+) annoys users. Sweet spot typically 3-7 for remarketing.

Frequency Capping

Limiting how often same person sees your Display or Video ads. Set at campaign, ad group, or ad level. Options for impressions per day, week, or month. Not available for Search. Critical for remarketing – showing same ad 50 times won’t convince someone who wasn’t interested after 5.

G-I Terms

Geographic Targeting (Location Targeting)

Control where your ads show geographically. Target countries, states, cities, zip codes, radius around address, or custom drawn areas. Options for “People in” (physical presence) vs “People interested in” (searching about location). Critical distinction for tourism vs local services. Exclude areas to prevent wasted spend.

Gmail Ads

Ads appearing in Gmail’s Promotions and Social tabs. Created through Display or Demand Gen campaigns. Expandable format shows like email preview. Good for B2B with longer consideration cycles. Target competitor customers using domain targeting. Often overlooked but can be very cost-effective.

Google Ads API

Programming interface for automated account management. Replaces old AdWords API. Used by third-party tools and large advertisers for bulk operations. Requires developer token and approval process. Most advertisers use Google Ads Editor instead for bulk changes.

Google Ads Editor

Free desktop software for offline account management. Essential for bulk changes, account migrations, and large-scale management. Download campaigns, make changes offline, upload when ready. Faster than web interface for multiple edits. Updated monthly – keep current version.

Google Ads Express (Smart Campaigns)

Simplified campaign type for small businesses. Minimal control – Google handles most settings. Often wastes budget due to broad targeting. We recommend learning standard campaigns instead. Only use if you literally have 15 minutes monthly for management.

Google Ads Mobile App

iOS/Android app for account monitoring and basic changes. Good for alerts, pausing campaigns, and performance checking. Limited functionality versus desktop. Don’t rely on it for serious optimization work. Useful for emergency management while traveling.

Google Ads Scripts

JavaScript code automating repetitive tasks. Popular scripts: broken link checker, budget monitor, bid adjustments by weather, quality score tracker. Runs on Google’s servers up to hourly. Requires basic coding knowledge. Can break – monitor regularly. Access via Tools & Settings > Bulk Actions.

Google Analytics

Free web analytics platform. GA4 is current version (Universal Analytics retired July 2023). Critical integration for Google Ads – enables audience building, conversion tracking, and deeper insights. Link accounts for full functionality. Learn more about tracking setup in our conversion guide.

Google Click ID (GCLID)

Unique parameter appended to URLs identifying specific ad clicks. Enables conversion tracking and offline conversion imports. Auto-tagging must be enabled. Store in your CRM for offline conversion tracking. Don’t block or strip – breaks tracking.

Google Display Network (GDN)

Collection of 2+ million websites, apps, and videos where visual ads appear. Includes YouTube, Gmail, and partner sites. Reaches 90% of internet users. Lower intent than Search but massive reach. Best for remarketing, brand awareness, and visual products. Requires different creative strategy than Search.

Google Forwarding Number

Dynamic phone number replacing yours in ads for call tracking. Free with call extensions. Tracks calls as conversions, duration, and source. Shows your actual number on caller ID. Essential for service businesses. Can record calls in some countries (check regulations).

Google Merchant Center

Hub for product data feeding Shopping campaigns and free listings. Requires product feed with specific attributes (title, price, image, etc.). Common disapproval reasons: mismatched prices, poor images, shipping issues. Links with Google Ads for Shopping campaigns. Also powers free Shopping listings.

Google My Business (Google Business Profile)

Free business listing on Google Search and Maps. Links with Google Ads for location extensions and local campaigns. Crucial for local businesses – often shows above ads. Keep information current and respond to reviews. Verification required to manage.

Google Partners

Certification program for agencies and professionals. Requirements: certification exams, ad spend management, performance standards. Benefits include badges, beta features, support access. We’re a certified Partner – learn why it matters in our courses comparison.

Google Search Network

Where text ads appear on Google search results and partner sites. Includes Google Search, Shopping, Images, Maps, and Groups. Search partners optional – often lower quality. Highest intent traffic but most expensive. Start here for most businesses.

Google Search Partners

Non-Google sites displaying Google search ads (Amazon, YouTube, hundreds of smaller sites). Opted in by default but can disable. Often 20-30% cheaper clicks but typically lower quality. Monitor separately – some accounts benefit, others waste money. Test and decide based on data.

Google Shopping

Product ads showing images, prices, and seller info on Google Search and Shopping tab. Requires Merchant Center and product feed. Free and paid options available. Highly competitive but great for e-commerce with good prices. Visual format improves qualified traffic.

Google Tag Manager (GTM)

Container system managing tracking codes without editing site code. Essential for proper conversion tracking and remarketing. Free and powerful but learning curve exists. Prevents code conflicts and makes updates easier. Must-have for serious advertisers. Implementation guide in our tracking tutorial.

Headline

Primary text of your ads. For Responsive Search Ads: up to 15 headlines, 30 characters each. Google dynamically combines them. Include keywords, benefits, and calls-to-action. First 2-3 most important as they always show. Test emotional vs logical appeals. Pin important messages to guarantee placement.

Household Income Targeting

Target by income brackets (top 10%, 11-20%, etc.) in certain countries. US, Japan, Australia, New Zealand only. Based on aggregate zip code data, not individual level. Useful for luxury products or budget services. Often large “Unknown” segment – don’t exclude entirely.

Image Extensions (Image Assets)

Visual enhancements to Search ads. Square format, appear beside text ads. Can improve CTR 5-10% but not always. Best for visual products or services. Automated options pull from landing pages. Keep relevant and high quality. Test on/off to ensure improvement.

Impression

Each time your ad displays to a user. Doesn’t guarantee visibility – could be below fold. Free except for CPM bidding. Low impressions indicate targeting too narrow, bids too low, or budget exhausted. High impressions with no clicks suggest poor ad relevance.

Impression Share

Percentage of available impressions you captured. Lost IS (Budget) means increase budget. Lost IS (Rank) means improve bids or Quality Score. Search absolute top IS shows percentage in position 1. Valuable for competitive analysis and opportunity sizing. 90%+ IS might mean overspending.

In-Market Audiences

Users actively researching or comparing products/services. Based on recent search and browsing behavior. Higher intent than affinity audiences. Hundreds of categories available. Great for Display and Video campaigns. Update every 7-14 days. Layer with keywords for precision.

Invalid Clicks

Clicks Google filters as accidental or fraudulent. Includes repeat clicks, bots, and competitor clicking. Automatically credited back – not charged. Monitor Invalid Click Rate – over 10% might indicate issues. Can report suspicious activity to Google for investigation.

IP Exclusion

Block specific IP addresses from seeing your ads. Useful for excluding your office, competitors, or problem users. Only works for standard IPs, not dynamic. Limited to 500 per campaign. Can’t exclude on Display Network. Don’t overuse – might exclude legitimate customers.

J-L Terms

Keyword

The foundation of Search campaigns – words or phrases triggering your ads. Not always what users type (that’s search query). Maximum 10 words, 80 characters. Can be single words or long phrases. Quality over quantity – 20-50 highly relevant keywords beat 500 broad ones. Research thoroughly using tools in our complete guide.

Keyword Bid

Maximum amount you’ll pay per click for specific keyword. Overrides ad group default bid. Actual CPC usually lower due to auction dynamics. Adjust based on performance – increase for converters, decrease for wasters. Can use automated rules for scaling. Don’t set and forget.

Keyword Diagnosis

Tool showing why keywords might not trigger ads. Access by hovering over keyword status. Common issues: low search volume, bid below first page, poor Quality Score, negative keyword conflicts. Useful for troubleshooting but don’t obsess over every keyword.

Keyword Match Types

Controls how closely searches must match your keywords. Broad match (most flexible), Phrase match “in quotes” (moderate), Exact match [in brackets] (most restrictive). Each includes close variants now. Strategy depends on goals – broader for discovery, exact for efficiency. Mix types for best results.

Keyword Mining

Process of discovering new profitable keywords. Sources: search term reports, competitor analysis, customer surveys, Google suggestions, related searches. Continuous process – language evolves, new terms emerge. Best keywords often come from actual customer language, not industry jargon.

Keyword Planner

Free Google Ads tool for keyword research. Shows search volume ranges, competition, and suggested bids. Access via Tools & Settings. Less precise than before (shows ranges not exact volumes) unless you’re actively spending. Still valuable for ideation and competitive intelligence.

Keyword Quality Score

1-10 rating of keyword relevance to ads and landing pages. Components: expected CTR, ad relevance, landing page experience. Above 7 is good, below 5 needs work. Directly impacts costs – 10/10 can cost 50% less than 5/10. Null scores mean insufficient data.

Keyword Stuffing

Overusing keywords unnaturally in ads or landing pages. Hurts Quality Score and user experience. Google’s AI recognizes and penalizes. Write for humans, not algorithms. One mention in headline, one in description usually sufficient. Focus on benefits over keyword density.

Landing Page

Where users arrive after clicking your ad. Most important factor after the ad itself. Must match ad messaging, load quickly (<3 seconds), and guide users to conversion. Poor landing pages waste even the best campaigns. Test different pages - sometimes specific beats general. Mobile optimization critical. More tips in our conversion optimization guide.

Landing Page Experience

Quality Score component measuring relevance, transparency, and ease of navigation. Factors: load speed, mobile friendliness, original content, business transparency, easy navigation. Poor experience increases CPCs and lowers ad rank. Use Google’s Mobile-Friendly Test and PageSpeed Insights tools.

Language Targeting

Show ads to users of specific languages based on Google interface setting, not location. Someone in Spain might use English Google. Multiple languages expand reach. Don’t assume location equals language. Particularly important for multilingual countries or international businesses.

Lead

Potential customer who provides contact information. Common conversion type for B2B and services. Value varies widely – qualify leads to understand true worth. Track quality, not just quantity. Phone leads often higher quality than form fills. Calculate value based on close rate and customer lifetime value.

Lead Form Extensions (Lead Form Assets)

Capture leads directly from search ads without website visit. Users fill out form in Google interface. Good for mobile users and simple offers. Typically lower quality than website leads but higher volume. Integrates with CRM via webhook or manual download. Test against landing pages.

Learning Period

Time automated bidding strategies need to optimize (typically 7-14 days). Performance fluctuates during this period. Don’t make major changes – resets learning. Marked “Learning” in status column. Some strategies never exit if volume too low. Be patient but not indefinite.

Lifetime Value (LTV/CLV)

Total revenue expected from customer over entire relationship. Critical for setting sustainable CPAs. Include repeat purchases, upsells, referrals. E-commerce might be 3-4x first purchase, SaaS could be 12-36x monthly fee. Higher LTV justifies higher acquisition costs. Often underestimated by focusing on first transaction.

Limited by Budget

Campaign status indicating budget prevents full impression share. Means you’re missing potential clicks. Solutions: increase budget, improve efficiency (better targeting, negative keywords), or lower bids to stretch budget. Not always bad – profitable campaigns can stay limited.

LinkedIn Audience Targeting

Target users based on LinkedIn profile data in Google Ads. Available for some advertisers in Display and Video campaigns. Includes job title, company, industry. Powerful for B2B but limited reach. Higher CPCs but often better quality for professional targeting.

Local Campaigns

Automated campaign type promoting physical locations across Google properties. Uses store locations from Google My Business. Optimizes for store visits and calls. Good for multi-location businesses. Less control but easier management. Requires store visit conversion tracking for optimization.

Location Extensions (Location Assets)

Show business address, map, and distance with your ads. Pulls from Google My Business. Critical for local businesses. Can show multiple locations based on user proximity. Includes “call” and “directions” buttons on mobile. Free to use and typically improves CTR 10%+.

Location Groups

Target ads around specific business types or landmarks. Example: “airports in California” or “universities in New York.” Useful for relevant businesses (hotels near airports, pizza near colleges). More dynamic than radius targeting. Limited to certain categories.

Location Options

Choose between “People in or regularly in” (physical presence) vs “People searching about” (interest). Critical distinction: hotel in Paris wants tourists searching about Paris, locksmith wants people physically in Paris. Default includes both – often too broad.

Long-Tail Keywords

Longer, specific phrases with lower search volume but higher intent. Example: “emergency plumber north london sunday” vs “plumber.” Usually cheaper, less competitive, higher converting. Make up 70% of searches. Don’t ignore for high-volume terms. Better 100 conversions from long-tail than 1000 clicks from broad terms.

Lookalike Audiences

See “Similar Audiences” – Google’s term for finding users similar to your customers. Based on your remarketing lists, customer match, or converters. Powerful for expansion beyond retargeting. Quality depends on seed audience quality. Need 1,000+ users in seed list for best results.

Low Search Volume

Keyword status indicating minimal searches. Temporarily inactive but monitors for increased activity. Common for long-tail or niche terms. Don’t delete immediately – might become active. Aggregate into broader terms if never activates. Some valuable keywords start here.

M-O Terms

Manual Bidding

You set maximum CPC bids versus Google’s automation. Provides control but requires constant management. Best for new accounts, limited data, or specific strategies. Time-intensive at scale. Most accounts should transition to automated bidding once sufficient conversion data exists (30+ monthly).

Manual CPC

Basic manual bidding strategy where you set individual keyword or ad group bids. No automation except optional Enhanced CPC. Full control over costs but miss opportunities automated bidding catches. Good for testing or highly controlled budgets. Obsolete for most mature accounts.

Match Type

Setting controlling how closely searches must match keywords. Options: Broad (widest), Phrase “moderate”, [Exact] (narrowest). All include close variants now. Strategy varies by goal – use broad for discovery, exact for efficiency. Mix types within ad groups for coverage.

Max Clicks (Maximize Clicks)

Automated bid strategy maximizing clicks within budget. No conversion tracking needed. Good for new accounts driving traffic, not conversions. Often wastes money on cheap, irrelevant clicks. Only use temporarily while gathering conversion data. Set max CPC limit to prevent overspending.

Max CPC (Maximum Cost-Per-Click)

Highest amount you’ll pay per click. Actual CPC usually lower. Set based on conversion rate and value math: if 2% convert and value is $100, max profitable CPC is $2. Can set at account, campaign, ad group, or keyword level. Most granular setting wins.

Max CPM (Maximum Cost Per Thousand Impressions)

Highest amount you’ll pay per 1,000 impressions in Display campaigns. Use for awareness goals where impressions matter more than clicks. Calculate value based on view-through conversions and brand lift. Generally $2-20 depending on targeting quality.

Maximize Conversions

Automated strategy getting most conversions within budget. Spends full budget regardless of CPA. Good when all conversions have similar value. Can result in expensive conversions – use Target CPA instead if efficiency matters. Requires accurate conversion tracking.

Maximize Conversion Value

Automated strategy optimizing for revenue, not conversion count. Essential for e-commerce with varying product values. Prioritizes high-value conversions. Requires accurate conversion values. Better than Maximize Conversions for most businesses. Can add Target ROAS constraint.

Message Extensions (Deprecated)

Allowed SMS messaging from ads. Discontinued in 2022. If you see old references, know it’s no longer available. Use call extensions or lead forms instead for direct contact.

Mobile App Campaigns

See “App Campaigns” – promotes mobile app installs or in-app actions. Highly automated across Search, Display, YouTube. Requires app in Play Store or App Store. Optimizes for installs or in-app events. Creative assets crucial – provide variety.

Mobile Bid Adjustment

Percentage change to bids for mobile devices. Range -90% to +900%. Analyze your conversion data – B2B often decreases mobile, B2C might increase. Consider the full journey – mobile research, desktop purchase is common. Can’t exclude completely anymore.

Modified Broad Match (Deprecated)

Discontinued match type using + symbols. Functionality merged into phrase match in 2021. If you see +keywords in old accounts, update to “phrase match” for similar behavior.

Negative Keywords

Terms preventing your ads from showing. Critical for relevance and efficiency. Most accounts waste 20-30% on irrelevant searches. Add at campaign or account level. Review search terms weekly. Common negatives: free, jobs, reviews (unless relevant). Use lists for scalability. Single biggest optimization lever for many accounts.

Negative Keyword Conflicts

When negatives block intended keywords. Example: negative “free” blocks “free shipping” keywords. Use exact match negatives to prevent. Check via Keyword Diagnosis tool. Common cause of low impression issues. Review negative lists regularly for conflicts.

Negative Keyword Lists

Reusable collections of negative keywords. Apply to multiple campaigns for consistency. Examples: competitor names, irrelevant products, inappropriate terms. Update centrally affects all applied campaigns. Maximum 5,000 keywords per list, 20 lists per account.

Observation (Targeting Setting)

Add audiences without restricting who sees ads. Collects performance data for bid adjustments. Opposite of “Targeting” which limits reach. Always start with Observation to gather data. Can see 2-3x performance differences between audiences.

Offline Conversions

Import conversions happening outside website (phone sales, store visits, CRM data). Requires GCLID storage and matching. Critical for businesses with offline components. Can dramatically change apparent campaign performance. Upload within 90 days via API, Sheets, or manual upload.

Optimization Score

Google’s estimate of account potential (0-100%). Based on Google’s recommendations. Take with grain of salt – not all suggestions improve actual performance. Some recommendations increase spend without better results. Use as one input, not gospel. Focus on business metrics over score.

Organic Results

Free listings below ads in search results. Achieved through SEO, not paid ads. Average CTR 30-50% versus 2-5% for ads. Use both for maximum visibility – different users click each. See our SEO checklist for organic optimization.

Outranking Share (Deprecated)

Old competitive metric. Replaced by Impression Share metrics. Showed how often you appeared above specific competitor. If in old reports, use current Auction Insights instead.

Overbidding

Paying more than necessary for clicks or conversions. Common causes: ego battles with competitors, poor Quality Scores, wrong bid strategy, not using negative keywords. Monitor CPCs trends and value metrics. Sometimes position 2-3 more profitable than position 1.

P-R Terms

Page Feed

URL list for Dynamic Search Ads defining which pages to use. Include your best converting pages, exclude poor ones. Can add custom labels for bid control. Alternative to crawling entire site. Update regularly as site changes. CSV or Google Sheets format.

Parallel Tracking

Loads landing page while processing tracking URLs in background. Reduces load time significantly. Required for all accounts now. Improves user experience and Quality Score. Make sure your tracking provider supports it.

Parental Status Targeting

Target users with or without children. Limited accuracy – based on behavioral signals. Large “Unknown” segment. Useful for relevant products (toys, family cars) but don’t rely exclusively. Better as bid adjustment than hard targeting.

Partner Network

See “Search Partners” and “Display Network” – non-Google properties showing your ads. Quality varies significantly. Monitor performance separately. Often worth testing but frequently underperforms. Can opt out without affecting Google properties.

Pause

Temporarily stop campaigns, ad groups, ads, or keywords without deleting. Preserves history and Quality Score. Use for seasonal businesses, testing, or budget management. Paused items can be resumed anytime. Better than deleting for temporary stops.

Pay Per Click (PPC)

Advertising model where you pay when someone clicks your ad. Primary model for Search campaigns. Cost depends on competition and quality. Budget control advantage – set limits. Different from CPM (impressions) or CPA (conversions) models. Google Ads’ core pricing structure.

Performance Max

AI-driven campaign running across all Google channels (Search, Display, YouTube, Discover, Maps, Gmail). Highly automated – you provide assets and goals, Google handles targeting and optimization. Requires good conversion tracking and creative assets. Best after establishing baseline with Search campaigns. Can cannibalize branded search if not careful. Get our proven setup with our Performance Max template.

Performance Planner

Forecasting tool predicting results of budget changes. Shows potential clicks, conversions, and costs at different spend levels. Based on seasonal trends and auction data. Useful for budget planning but take projections as estimates, not guarantees. Access via Tools & Settings.

Performance Targets

Goals set for automated bidding strategies. Includes Target CPA, Target ROAS, Target Impression Share. Should be based on historical data, not wishes. Too aggressive targets limit delivery. Start with current performance and optimize gradually.

Phrase Match

Keyword match type showing ads for searches including your phrase’s meaning. Denoted with “quotation marks”. Absorbed modified broad match functionality. Balance between reach and relevance. Good default match type for most keywords. Example: “lawn mowing service” matches “affordable lawn mowing service near me”.

Placement

Specific location where Display/Video ads appear. Can be websites, apps, YouTube channels, or specific pages. Target high-performing placements or exclude poor ones. Managed placements typically outperform automatic. Review regularly – site quality changes.

Placement Exclusions

Block specific websites, apps, or videos from showing your ads. Critical for brand safety and efficiency. Can exclude at account, campaign, or ad group level. Common exclusions: kids’ content, controversial sites, competitors. Review placement reports regularly.

Policy Violations

Ads breaking Google’s advertising policies. Common issues: misleading claims, prohibited content, trademark infringement, malicious software. Results in disapproval or account suspension. Fix immediately – delays hurt performance. See our emergency protocol guide for resolution steps.

Portfolio Bid Strategy

Single automated bidding strategy applied across multiple campaigns. Better learning than campaign-level strategies. Groups should have similar goals. Useful for seasonal businesses or product categories. Easier management and more consistent performance.

Position (Deprecated)

Old metric showing average ad position. Sunset in 2019, replaced by impression share metrics. If you see this in old reports, use “Impr. (Abs. Top) %” and “Impr. (Top) %” instead.

Price Extensions (Price Assets)

Show product or service prices directly in ads. Up to 8 items with descriptions and prices. Great for transparency and pre-qualifying clicks. Mobile shows carousel format. Update prices regularly. Can schedule for sales. Typically improves CTR for price-competitive businesses.

Primary Conversion Action

Main conversion type used for automated bidding optimization. Secondary actions tracked but not optimized for. Choose carefully – picking wrong action ruins performance. Usually deepest funnel action with sufficient volume. Can differ by campaign based on goals.

Product Feed

Data file containing product information for Shopping campaigns. Required attributes: ID, title, description, link, image, price, availability, etc. Common issues: mismatched prices, out of stock items, poor images. Update frequently – stale data hurts performance. Links Merchant Center to Google Ads.

Product Groups

Subdivisions within Shopping campaigns for bid management. Segment by brand, category, item ID, condition, custom labels. Start with all products, then subdivide based on performance. Can exclude poor performers. Structure impacts management ease and performance.

Promotion Extensions (Promotion Assets)

Highlight special offers in your ads. Shows discount amount or percentage with promotion details. Can schedule for specific dates. Great for sales periods and holidays. Requires landing page to honor promotion. Updates automatically when scheduled dates pass.

Quality Score

1-10 rating of keyword relevance combining expected CTR, ad relevance, and landing page experience. Directly impacts Ad Rank and costs. Score of 7+ is good, below 5 needs work. 10/10 keywords can cost 50% less than 5/10. Null score means insufficient data. Improve through better ad copy, landing pages, and negative keywords. Single most important optimization metric.

Query

See “Search Query” – actual terms users type triggering your ads. Often different from your keywords due to match types. Found in Search Terms report. Gold mine for new keywords and negatives. Review weekly minimum. Surprising queries reveal user intent and language.

Reach

Number of unique users who saw your ad. Different from impressions (total views). Important for Display and Video campaigns measuring audience size. Frequency = Impressions ÷ Reach. High reach with low frequency needs more touchpoints. Low reach might indicate targeting too narrow.

Recommendations

Google’s automated suggestions for account improvement. Found in Recommendations tab. Mix of helpful and self-serving suggestions. Common recommendations: add keywords (often too broad), increase budgets (always), use broad match (risky). Evaluate each critically – not all improve actual performance.

Remarketing

Target previous website visitors with ads. Requires remarketing tag and lists. Much higher conversion rates than cold traffic – typically 2-3x. Can segment by pages visited, time on site, actions taken. Don’t overdo frequency. Exclude converters unless upselling. Critical for considered purchases.

Remarketing Lists for Search Ads (RLSA)

Apply remarketing audiences to Search campaigns. Bid higher for past visitors or use different ad copy. Powerful combination of intent and familiarity. Can use broader keywords profitably. Minimum 1,000 users for Search. Layer with customer match for best results.

Responsive Display Ads

Automatically adjusts size, appearance, and format to fit available ad spaces. Provide headlines, descriptions, images, and logos – Google creates combinations. Replaces most other Display formats. Better reach than static ads. Test different asset combinations.

Responsive Search Ads (RSA)

Dynamic Search ads with up to 15 headlines and 4 descriptions. Google tests combinations to find best performers. Now the only Search ad type available. Pin important messages to guarantee placement. Include keyword variations, benefits, and calls-to-action. More assets = better performance.

Return on Ad Spend (ROAS)

Revenue generated per dollar of ad spend. Formula: Revenue ÷ Cost × 100%. Different from ROI which includes all costs. Target varies by industry and margins. E-commerce might target 400%, while leads might accept 200%. Must track conversion values accurately. Better metric than CPA for varying values.

Return on Investment (ROI)

Profit generated from advertising after all costs. Formula: (Revenue – All Costs) ÷ Ad Spend × 100%. More comprehensive than ROAS. Includes product costs, overhead, fulfillment. The ultimate success metric but harder to calculate. Many advertisers incorrectly use ROAS when they mean ROI.

Rotate Evenly

Ad rotation setting giving equal impression share to all ads. Use temporarily for A/B testing. Don’t leave on indefinitely – wastes money on poor performers. Switch to “Optimize” after statistical significance (usually 2-4 weeks). Only available for Search and Display.

S-U Terms

Search Campaign

Text ads appearing on Google search results. Highest intent traffic capturing existing demand. Best starting point for most businesses. Requires keyword research, compelling ads, and relevant landing pages. Average CTR 3-5%. Still the bread and butter of Google Ads despite newer campaign types.

Search Network

Google properties showing text ads: Search, Shopping, Maps, Images, Groups, and search partners. Highest quality traffic but most expensive. Can opt out of partners for pure Google traffic. Default for Search campaigns. Where most conversions happen for direct response advertisers.

Search Partners

Non-Google sites showing search ads (hundreds including Amazon, YouTube). Opted in by default. Often 20-30% cheaper but lower quality. Performance varies dramatically – some accounts benefit, others waste money. Segment performance data and test. Can exclude without affecting Google properties.

Search Query (Search Term)

Exact words users typed triggering your ads. Found in Search Terms report. Different from keywords due to match types. Goldmine for optimization – find new keywords and negatives. Reveals actual user language and intent. Review weekly minimum. Export and analyze in spreadsheets for patterns.

Search Term Report

Shows actual searches triggering your ads. Access via Keywords > Search Terms. Critical for optimization. Find irrelevant terms to negative and high-performers to add as keywords. Google hides some queries for privacy. Download regularly – data only kept 18 months.

Shared Budget

Single budget used by multiple campaigns. Automatically distributes based on performance and opportunity. Good for small budgets or seasonal allocation. Can limit high-performing campaigns. Monitor distribution – might need individual budgets as you scale.

Shopping Ads

Product listings with image, price, seller, and ratings. Requires Merchant Center and product feed. Great for e-commerce with competitive prices. Visual format pre-qualifies clicks. Free and paid options. Typically lower CPC than Search but requires more setup.

Shopping Campaign

Campaign type for promoting products from Merchant Center feed. Standard Shopping gives more control, Smart Shopping is automated (becoming Performance Max). Segment by product type, brand, or margin. Negative keywords still important. Can’t control ad copy – comes from feed.

Similar Audiences (Lookalike)

Users sharing characteristics with your remarketing lists or customer match. Powerful for scaling beyond retargeting. Quality depends on seed list quality and size. Need 1,000+ users minimum, 5,000+ better. Available for Display, Video, and Discovery. Being sunset in favor of optimized targeting.

Site Link Extensions (Sitelink Assets)

Additional links below your main ad to specific pages. Up to 4 on desktop, 2 on mobile. Include description lines for more real estate. Can schedule and target by device. Critical for user experience and CTR. Use for popular pages, special offers, or category navigation.

Smart Bidding

Automated strategies using machine learning: Target CPA, Target ROAS, Maximize Conversions, Maximize Conversion Value. Considers hundreds of signals in real-time. Requires good conversion tracking and volume. Generally outperforms manual bidding at scale. Give 2-4 weeks to learn.

Smart Bidding Exploration

NEW 2025: Feature allowing Smart Bidding to pursue less obvious but potentially valuable searches. Can increase conversions by finding hidden opportunities. Works best with broad match keywords. Early results show 10-15% conversion increases. Currently rolling out globally.

Smart Campaigns

Simplified campaigns for small businesses (formerly AdWords Express). Minimal control – Google handles most settings. Often wastes budget due to broad targeting. Only use if you have literally 15 minutes monthly. Most businesses better off learning standard campaigns.

Smart Display Campaigns

Automated Display campaigns using machine learning for targeting and bidding. Being replaced by Performance Max. Less control but easier setup. Requires conversion tracking. Good for beginners or limited resources. Performance varies – test against standard Display.

Smart Shopping (Deprecated)

Being sunset in favor of Performance Max. Automated Shopping campaigns across networks. If still running, plan migration to Performance Max. Less control but often better ROAS due to cross-network optimization.

Structured Snippet Extensions (Structured Snippet Assets)

Highlight specific aspects of products/services. Predefined headers like “Services,” “Brands,” “Types.” Non-clickable but add context. Up to 2 headers with multiple values each. Use to showcase range without cluttering ad copy. Good for categories and features.

Target CPA (Cost Per Acquisition)

Automated bidding targeting specific conversion cost. Sets bids to average your target over time. Some conversions cost more, others less. Needs 30+ conversions monthly to work well. Set realistic targets based on historical data. Too aggressive limits volume.

Target Impression Share

Automated bidding for visibility goals. Options: anywhere on page, top of page, absolute top. Good for brand campaigns or competitive situations. Can get expensive fast. Set maximum CPC limits. Monitor costs carefully – visibility doesn’t equal profitability.

Target ROAS (Return on Ad Spend)

Automated bidding optimizing for revenue return. Predicts conversion values and bids accordingly. Essential for e-commerce with varying values. Requires accurate conversion tracking with values. Typically needs 50+ conversions monthly. Set realistic targets – too high limits scale.

Targeting

All settings determining who sees your ads: keywords, audiences, demographics, locations, devices, etc. Layer multiple methods for precision. “Targeting” restricts to only that audience, “Observation” shows to all but collects data. Start broad, refine based on performance.

Text Ad

Standard ad format for Search campaigns. Now only Responsive Search Ads available. Up to 15 headlines (30 chars) and 4 descriptions (90 chars). Include keywords, benefits, and calls-to-action. Test different messages and emotional appeals. Quality matters more than quantity.

Time Lag Report

Shows days between click and conversion. Critical for setting conversion windows and understanding sales cycles. B2B often shows 7-30+ day lags. Impulse purchases convert same day. Influences attribution models and optimization strategies. Found in Attribution reports.

Top of Page Bid

Estimated bid for ads above organic results. Usually 2-5x higher than sidebar positions. Not always worth premium – test ROI at different positions. Some keywords unprofitable at top positions. Focus on profitability over position ego.

Tracking Template

URL template for adding tracking parameters to all ads. Set at account, campaign, or ad group level. Saves time and ensures consistency. Use for third-party analytics. Test before applying broadly. Must support parallel tracking.

Traffic

Visitors coming to your site from ads. Quality matters more than quantity. Monitor bounce rate, time on site, pages per session. High traffic with no conversions indicates targeting or landing page issues. Balance traffic goals with conversion focus.

TrueView

YouTube’s skippable video ad format. Only pay when users watch 30+ seconds or entire video if shorter. Cost-effective for engaged audiences. In-stream plays before videos, Discovery appears in search results. Good for storytelling and demonstrations.

Universal App Campaigns (UAC)

Now called “App Campaigns” – automated promotion across Google properties. Optimizes for installs or in-app actions. Requires minimal input – Google creates ads from app store listing. Less control but broader reach. Critical to provide variety of creative assets.

URL Parameters

Tags added to URLs for tracking and analytics. Common: utm_source, utm_medium, utm_campaign, utm_content, utm_term. ValueTrack parameters dynamically insert information. Essential for attribution beyond Google Ads. Don’t overdo – can create messy data.

User Lists

Audiences created from your data: remarketing, customer match, similar. Foundation for audience targeting. Minimum sizes vary by type. Update regularly for accuracy. Can exclude (converters) or target (cart abandoners). Combine for sophisticated strategies.

User Location Report

Shows where users were physically located when seeing/clicking ads. Different from location targeting (where you choose to show). Reveals expansion opportunities or wasted spend. Found in Locations report. Use to refine geographic targeting.

V-Z Terms

Value-Based Bidding

Optimization focusing on conversion value, not just count. Critical for businesses with varying transaction sizes. Requires passing accurate values to Google Ads. Enables Target ROAS and Maximize Conversion Value strategies. Often dramatically improves profitability versus volume-based optimization.

ValueTrack Parameters

Dynamic URL parameters Google populates automatically. Examples: {keyword} inserts triggering keyword, {device} shows device type, {campaignid} adds campaign ID. Useful for advanced tracking and analytics. Dozens available – use strategically for insights.

Verification

Process confirming advertiser identity and legitimacy. Required for certain industries or after policy violations. Includes identity and business operations verification. Takes 3-5 business days typically. Ads paused until complete. Keep documentation ready.

Video Campaign

Ads running on YouTube and video partners. Multiple formats: skippable in-stream, non-skippable, bumper, discovery. Great for awareness and consideration. Requires compelling creative. Often most cost-effective for reach. Can target by demographics, interests, keywords, or placements.

View (Video)

Counted when someone watches 30+ seconds of skippable ad (or entire ad if shorter) or interacts. Non-skippable counts all complete views. Definition varies by format. Views don’t equal value – monitor view-through conversions and brand lift.

View Rate

Percentage of impressions resulting in views for video ads. Formula: Views ÷ Impressions. Good view rates: 15-25% for skippable, varies by targeting and creative. Low rates indicate poor targeting or creative. High rates but no conversions suggest wrong audience.

Viewable CPM (vCPM)

Cost per thousand viewable impressions. Ad must be 50% visible for 1+ second (2 seconds for video). More accurate than standard CPM for Display. Typically 20-40% higher than CPM due to viewability requirements. Better for brand advertisers caring about actual visibility.

View-Through Conversion

Conversion after viewing (not clicking) display or video ad. Standard window: 1 day for Display/Video, customizable 1-30 days. Indicates influence beyond clicks. Don’t overvalue – correlation not always causation. Useful for understanding full impact of awareness campaigns.

View-Through Rate (VTR)

See “View Rate” – percentage of video impressions resulting in views. Key metric for video campaign engagement. Improve with better targeting, compelling openings, and appropriate length. Benchmark varies dramatically by industry and format.

Visitor

See “User” – someone who visits your website. Can generate multiple sessions and conversions. Track new vs returning visitor behavior. Quality varies by source – Google Ads typically brings higher intent visitors than display advertising.

WASTED SPEND

Money spent on clicks that don’t convert or aren’t relevant. Common causes: poor negative keywords, broad targeting, broken conversion tracking, bad landing pages. Most accounts waste 20-30%+. Regular optimization essential. Our audit template helps identify waste.

Website Optimizer (Deprecated)

Old Google tool for A/B testing. Replaced by Google Optimize (also sunset). Now use third-party tools or Google Ads experiments for testing. If you see references, know it’s outdated.

Zero Impressions

Keywords or ads not showing. Common causes: bid too low, budget exhausted, poor Quality Score, negative conflicts, low search volume. Use Keyword Diagnosis tool. Don’t panic – some keywords naturally have low volume. Focus on aggregate performance.