Here you will find a glossary of the most common Google Ads-related terms, including a summary of each and a link to more information.

1. Ad Campaign: A set of advertisements with a shared objective, budget, and targeting. Ad campaigns are designed to achieve specific marketing goals, such as increasing brand awareness, driving website traffic, or generating leads.  See more detailed information about Google Ad campaigns.
2. Ad Copy: The content and text within an advertisement that conveys the message and value proposition to potential customers.
3. Ad Extensions: Additional information or features added to an ad to provide more context and encourage interaction, such as phone numbers, site links, and locations.  See more details about how Google Ad extensions work.
4. Ad Group: A division within a campaign that organises ads and keywords based on a common theme or target audience. Ad groups help in structuring and optimising ad campaigns for better relevance and performance. Find out more about why ad groups are so important to success with Google Ads.
5. Ad Impression Share: The percentage of impressions an ad receives compared to the total eligible impressions in a given market.  See more details about ad impression share.
6. Ad Network: A network of websites or platforms where ads are displayed. Google Ads operates on both the Google Search Network and Google Display Network.  Find out more about how wide your Google Ads can be published.
7. Ad Performance Metrics: Various quantitative measures used to evaluate the effectiveness and performance of an ad campaign, such as click-through rate (CTR), conversion rate, and cost per click (CPC).
8. Ad Position: The placement of an ad on a search engine results page (SERP) or a website within the Google Display Network. Ad position is determined by bid amount, ad quality, and relevance.
9. Ad Preview and Diagnosis: A feature in Google Ads that allows advertisers to see how their ads appear in search results and diagnose any issues that might affect their ad’s visibility.
10. Ad Rank: A metric used by Google to determine an ad’s position on the SERP, calculated based on bid amount, ad quality, and ad extensions.
11. Ad Relevance: The measure of how closely related an ad’s keywords and content are to the user’s search query. Ad relevance impacts an ad’s performance and Quality Score.
12. Ad Rotation: The process of displaying multiple ads in an ad group evenly to determine which one performs best.
13. Ad Scheduling: A feature in Google Ads that allows advertisers to specify certain times and days when their ads should be shown or not shown.
14. AdWords API: An application programming interface (API) provided by Google to enable interaction with Google Ads programmatically.
15. AdWords Campaign Experiments (ACE): A feature that allows advertisers to test and experiment with changes to their campaigns to understand their potential impact before implementing them.
16. AdWords Editor: A desktop application that enables advertisers to manage and make bulk changes to their Google Ads account offline.
17. AdWords Express: A simplified version of Google Ads designed for small businesses, making it easier to set up and manage ad campaigns.
18. AdWords Scripts: Customizable JavaScript code that automates tasks and helps in managing and optimizing Google Ads campaigns.
19. Bid: The amount of money an advertiser is willing to pay for a click on their ad. Bidding in Google Ads determines the ad’s position and visibility in search results or on websites within the Google Display Network.
20. Broad Match: A keyword match type that allows ads to be shown for variations of the keyword, including synonyms, related searches, and other relevant variations.
21. Budget: The allocated amount of money set for an ad campaign to control overall spending on advertising.
22. Call-to-Action (CTA): A phrase or directive within an ad that encourages users to take a specific action, such as “Buy Now,” “Learn More,” or “Sign Up.”
23. Campaign Types (e.g., Search, Display, Video): Different categories or types of campaigns within Google Ads tailored to specific advertising goals and platforms.
24. Click-Through Rate (CTR): The ratio of clicks an ad receives to the number of times it is shown (impressions). CTR is a crucial metric for measuring ad performance and relevance.
25. Conversion Rate: The percentage of users who take a desired action (e.g., making a purchase, filling out a form) after clicking on an ad. A higher conversion rate indicates the effectiveness of an ad campaign in driving desired actions.
26. Conversion Tracking: The process of monitoring and measuring the actions that users take after clicking on an ad to evaluate the campaign’s success and return on investment.
27. Cost Per Click (CPC): The amount an advertiser pays for each click on their ad. It’s determined through bidding and is a key factor in managing ad campaign budgets and assessing ROI.
28. Demographics: Information about the age, gender, income, education, and other attributes of the audience, which can be used for targeting ads.
29. Device: Refers to the specific type of device (e.g., mobile, desktop, tablet) on which users view and interact with ads.
30. Display Network: A group of websites, apps, and platforms where ads can appear, targeting users based on their interests, behavior, and demographics.
31. Dynamic Search Ads (DSA): Advertisements generated automatically by Google based on the content of a website, matching users’ search queries to relevant pages.
32. Exact Match: A keyword match type that triggers ads only when the search query matches the keyword exactly or is a close variant.
33. Google Ads Certification: Official recognition by Google that an individual has demonstrated proficiency and expertise in Google Ads through an examination.
34. Google Ads Editor: A tool that enables advertisers to efficiently manage and edit Google Ads campaigns in bulk.
35. Google AdSense: A program by Google that allows website owners to display ads on their sites and earn revenue based on user interactions with those ads.
36. Google Ad Grants: A program by Google that provides free advertising to eligible nonprofit organizations through Google Ads.
37. Google Merchant Center: A platform that allows businesses to upload and manage their product data to be used in Google Shopping campaigns.
38. Google Shopping Campaigns: Ad campaigns in Google Ads focused on promoting products directly within the search results, showcasing images, prices, and other details.
39. Impressions: The number of times an ad is viewed or displayed to a user, regardless of whether they interact with the ad or not. Impressions are essential for measuring ad visibility and reach.
40. Keyword: A word or phrase that advertisers choose to target in their advertising campaigns. When users search for these terms, relevant ads may appear, allowing advertisers to reach their intended audience.
41. Landing Page: The webpage that users are directed to when they click on an ad. It’s designed to provide more information and facilitate specific actions, such as making a purchase or signing up.
42. Location Targeting: The ability to show ads to users based on their geographic location, such as country, city, or radius around a specific area.
43. Maximize Clicks: A bidding strategy where Google automatically sets bids to get as many clicks as possible within the budget.
44. Maximize Conversions: A bidding strategy where Google automatically sets bids to get the most conversions possible within the budget.
45. Mobile Advertising: Advertising specifically tailored for mobile devices, including ads displayed on mobile websites and within mobile apps.
46. Negative Keywords: Keywords specified to prevent ads from being shown when certain terms are part of a user’s search query, ensuring better.
47. Phrase Match: A keyword match type that triggers ads when the search query includes the keyword phrase or close variations with additional words before or after.
48. Quality Score: A metric that evaluates the relevance and quality of ads, keywords, and landing pages. A higher quality score can lead to better ad placements and lower costs per click.
49. Remarketing: Targeting users who have previously interacted with a website or ad by displaying relevant ads to encourage them to revisit or complete a desired action.
50. Search Network: A group of search-related websites and platforms where ads can appear, targeting users based on their search queries and intent.
51. Search Terms: The actual words or phrases users input into a search engine, which trigger ads based on relevance to the keywords and targeting settings chosen by advertisers.