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A Google Ads account serves as a central hub for managing all aspects of online advertising for an individual or organisation. Within the account, you can access billing information, grant permissions to others, utilise various tools, and more. Each account can contain one or multiple campaigns, which help you organise your advertising efforts. Additionally, it's possible to group multiple accounts under a Manager Account for streamlined management.

Ad Customisers

Ad Customisers are a handy tool that lets you input data, which is then automatically integrated into your ad's text.

Ad Extensions

Ad Extensions are the previous name for Ad Assets.

Ad Preview and Diagnosis Tool

The Ad Preview and Diagnosis Tool in Google Ads allows advertisers to preview how their ads appear in search results and diagnose any issues affecting their ad delivery. It does so without incurring impressions.

Ad Rank

Ad Rank in Google Ads is a metric that determines the position and visibility of your advertisements in search results. It is influenced by various factors, including your bid amount, ad quality, and the expected impact of ad extensions. A higher Ad Rank typically leads to better ad placement, potentially improving your ad's performance and the likelihood of consumer engagement.

Ad Relevance

Ad Relevance in Google Ads is a measure of how closely your ad aligns with the keywords you're targeting and the search queries used by people. The greater the relevance, the higher your Quality Score and the increased likelihood of your ad being displayed.

Ad Rotation

Ad rotation determines which ad to display when there are multiple ads within an ad group. Since Google displays only one ad at a time from an advertiser, ad rotation ensures that the ads in an ad group take turns appearing to maximise exposure and performance.

  • Optimise - Automatically displays the ad most likely to receive a click or conversion within an ad group. This setting utilises Google's machine learning algorithms to determine which ad to show when there are multiple ads available, to maximise the effectiveness of your advertising campaigns.

  • Do Not Optimise means displaying ads evenly within an ad group.

Ad Schedule

Ad Schedule in the context of Google Ads is a feature that enables advertisers to have control over the timing of ad displays, depending on both the specific hour of the day and the day of the week. This functionality allows advertisers not only to activate or deactivate their ads during particular time slots but also to fine-tune their bid amounts for specific time periods.

Ad Strength

Ad Strength in Google Ads provides automated feedback on ad variations. It assesses the relevance, quality, and uniqueness of headings, descriptions, and other elements of ads, and it reports ad strength on a scale from 'Poor' to 'Excellent'.


AdGroups in Google Ads are like folders where you organise your ads and related keywords. They help you target specific themes or topics within your advertising campaign. By grouping relevant keywords and ads, you ensure that your ads are shown to the right audience, increasing the chances of conversions.


AdMob is Google's platform within Google Ads, enabling mobile app owners to monetise their apps by providing space for displaying advertisements from advertisers within their mobile applications. It's akin to Google AdSense, but specifically tailored for mobile app monetisation.

All Conversions

All Conversions" in Google Ads refers to a comprehensive tally of conversions tracked through the platform. This includes both conversions that are directly tracked, as well as estimated conversions for various actions such as phone calls, cross-device conversions, store visits, and other related interactions. This metric provides a view of the overall impact and effectiveness of your advertising campaigns in terms of driving desired actions and engagements.

App Install Conversion

App Install Conversion in Google Ads measures the number of times your app has been installed from Google Play or the Apple App Store.


Previously Called Ad Extensions Ad Assets refer to components that allow advertisers to include additional information with their ads. These elements are intended to enhance the relevance and engagement of advertisements. Assets play a role in determining Ad Rank and encompass various manual configurations, with the option for Google to automatically include assets when no manual ones are available. These assets can include various types of content to improve the overall effectiveness of your advertising campaigns.

  • Affiliate Locations are created with the intention of guiding potential customers to nearby retail stores that carry specific products like Boots, TK Maxx, and John Lewis

  • App Assets enable advertisers to incorporate a link to their mobile application available on both Google Play and the Apple App Store. In an advertisement, the headline will still direct users to your website, but this asset allows you to promote your app alongside the ad, providing potential customers with a direct path to download and engage with your mobile application.

  • Business Name refers to the inclusion of your company's name within your advertisements. Google Ads allows for the automatic addition of your business name to your ads if it hasn't been manually provided. This element serves to identify your business and establish brand recognition within your ad campaigns.

  • Business Logo - The inclusion of your business logo in your advertisements. This logo serves as a visual representation of your brand and can enhance the recognition of your business among consumers. It's worth noting that Google Ads can automatically add your business logo to ads if you haven't added it manually.

  • Call in Google Ads adds a phone number to your ad, which is displayed across mobile, tablet, and desktop devices. You can include your own phone number with your ad or use a Google forwarding number (in certain countries) for integrated call reporting.

  • Call-Out refers to short snippets of additional text displayed alongside your ad. These call-outs should ideally highlight extra features, benefits, and selling points that go beyond the main ad text, providing potential customers with more information about your offering.

  • Image - Allows you to display an image along with your ads (needs to be approved to ensure image meets sizing guidelines).

  • Lead Forms allow the advertiser to add a form to your ads to capture details about people interested in your offer. You can manage the questions asked in the lead form, and submissions can be downloaded from Google Ads or forms can be connected to third-party platforms.

  • Location in Google Ads adds location details to your ad so that people can find your business location. Details come from a linked Google Business Profiles, which includes your locations listed on Google Maps.

  • Price refers to the feature that allows you to include individual products or services in your ads, along with their respective prices. These items are made clickable, enabling users to navigate to the relevant page on your website for more information or to make a purchase.

  • Promotion asset in Google Ads refers to the display of discounts within your advertisements. These promotions can take the form of either a percentage or a fixed amount reduction from the standard price of a product or service.

  • Sitelinks are a feature that allows advertisers to display additional links alongside their advertisements. These sitelinks offer more clickable options for users, enhancing the chances of them visiting specific pages on your website. An ad can showcase between two to six sitelinks, and each sitelink should direct users to a distinct page on your website, providing a convenient and engaging way to navigate to various sections of your site.

  • Strutctured Snippets are a feature that enables you to emphasise specific information about your products and services by categorising them under a selected 'header.' It involves creating a list of items related to the chosen category, such as 'Services' with subitems like 'Oil Change,' 'Tyre Replacement,' and 'Locking Wheel Nut Removal,' which are displayed alongside the header to provide a clear and structured presentation of your offerings.

Assisted Conversion

An "Assisted Conversion" in Google Ads refers to a situation where a user clicks on an ad, and subsequently converts after clicking on another ad. In this context, the initial ad click is recognised as having played a supportive role in the conversion process, as it contributed to the user's journey toward conversion.


Attribution in Google Ads controls how credit for a conversion is assigned to the campaign, ad group, keyword, match type, and device used in your advertising efforts. Different attribution models are available within your account, allowing you to determine how conversions are attributed based on user interactions with your ads.

  • Data-Driven Attribution is a model that employs machine learning to automatically allocate credit for a conversion. This particular attribution model comes highly recommended by Google, as it leverages advanced algorithms to determine the most effective touchpoints in a customer's journey, helping advertisers better understand which marketing channels and efforts contribute significantly to conversions.

  • First Click in Google Ads is an attribution model that assigns full credit for a conversion to the initial ad click in the path to conversion. The default historical window for this attribution model is 30 days, but it can be extended to 60 or 90 days to consider a longer timeframe for tracking and crediting the first interaction that led to a conversion.

  • Last Click is the default attribution model where, upon a user's conversion, all credit for the conversion is assigned solely to the last ad click, regardless of any previous interactions with other ads.

  • Linear Attribution in Google Ads evenly distributes credit for a conversion across all the clicks in the conversion path.

  • Time Decay in Google Ads is a model that primarily gives credit to the last click that directly leads to a conversion while also assigning decreasing credit to prior clicks that assisted in the conversion process.

  • Position Based in Google Ads is a model that assigns 40% of the credit for a conversion to both the first and last click in a user's journey, while evenly distributing the remaining 20% of credit among the other clicks that led to the conversion.

Auction Insights

Auction Insights in Google Ads is a report that provides a comparative analysis of your ad performance with that of other advertisers whose ads were displayed simultaneously. It offers insights into metrics such as impression share, average position, and other relevant data related to your competitors. This information is valuable for making informed decisions about your bidding strategies and budget allocation.


Audiences in Google Ads allow you to target users based on previous behaviour, including website visitors, mobile app users, customer emails, and engagement with content on YouTube. Additionally, audiences can be targeted based on Google's understanding of user behaviour, which includes affinity audiences and in-market audiences.


Auto-tagging in Google Ads is a feature that automatically adds a query parameter to the URLs of your landing pages. These query parameters are utilised by Google Analytics to gather data about the click and various attributes associated with it, which are then integrated into your reports. This assists in tracking and analysing the performance of your advertising campaigns more effectively.

Automated Rules

Automated Rules in Google Ads are tools that enable you to establish specific conditions for automatically implementing changes to your campaigns, ad groups, keywords, and ads. You can use automated rules to pause and enable your campaigns for instance, if you're away from the business and won't be able to pause and enable the campaigns manually.

Automatic Placement

Automatic Placement in Google Ads refers to the default behaviour where Google automatically determines where your ads will be displayed on the Google Display Network. This placement is based on the chosen targeting methods, and unless specific preferences for ad placement are provided, Google's algorithms decide where your ads will appear. It's the opposite of managed placement, where advertisers manually select the websites or placements for their ads to be shown.

Average Position

A legacy metric, Average Position in Google Ads was provided an overall indication of where your ads were typically positioned in search results. It was determined by dividing the actual ad position by the number of impressions - since replaced with a more accruate form of position tracking by search impression share.

Bid Adjustment

Bid Adjustment in Google Ads changes the final bid by a percentage. Bid adjustments can be set for devices, ad schedules, locations, and other targeting options. If multiple bid adjustments apply to a bid, these are combined to calculate the final bid.

Bid Strategy

Bid Strategy in Google Ads is the method by which you decide how to allocate your budget to pay for interactions with your ads. These strategies, which apply to campaigns, encompass options like "maximize clicks," "maximize conversions," "maximize conversion value," "target impression share," "viewable CPM," and "manual CPC." Your choice of bid strategy determines how you optimise your ad spending to achieve specific goals, such as getting more clicks, and conversions, or ensuring a particular impression share.

Broad Match

Broad Match in Google Ads is a keyword match type that displays your ads for the keywords you're bidding on, as well as related terms. This option offers the broadest reach but may include some less relevant search queries, making it important to control it with negative match keywords to refine your targeting.

Broad Match Modifier

Broad Match Modifier, in the context of Google Ads, was a keyword matching option that offered a balance between precision and reach. It has now been removed from Google Ads. It was more specific than broad match but had a broader reach compared to phrase match.


Budget in Google Ads is the specified daily amount allocated to a campaign, allowing advertisers to control their advertising expenditure. This daily budget can sometimes exceed the set amount by up to double, accounting for fluctuations in ad impressions and clicks. Importantly, if the budget remains unchanged over a calendar month, you will not be charged more than 30.4 times the initial budget amount, ensuring cost predictability for your advertising efforts.

Bulk Actions

Bulk Actions in Google Ads refer to a set of tools that enable the automation of specific actions within your advertising account. These actions encompass the use of rules, scripts, and uploads to streamline and simplify various tasks related to managing Google Ads campaigns.

Bumper Ad

A "Bumper Ad" in Google Ads is a concise video ad format specifically crafted to enhance brand awareness. These ads are limited to a maximum duration of six seconds, making them brief and to the point, aiming to capture the viewer's attention quickly and effectively.

Call Only Ad

A Call Only Ad in Google Ads is a specific ad format designed for mobile devices, where the phone number serves as the headline. These ads are shown to users on mobile devices, and when they click on the ad, the primary action is to make a direct phone call to your business, bypassing the need to visit your website.


A campaign in Google Ads is the highest-level organisational structure, functioning like a folder within your account. It allows you to create and manage one or more advertising initiatives to align with your specific marketing goals. Campaigns offer flexibility in structuring your advertising efforts, such as distinguishing between search and display targeting, organising keywords, budget allocation, and more. Within a campaign, you can have one or more ad groups, providing a detailed framework for your advertising strategies. Outside of Google Ads, a campaign can refer more generically to an organised course of action to promote a product or service.

Change History

In Google Ads, Change History is a tool that provides users with the ability to review and track modifications made within their advertising account.


In Google Ads, a "click" refers to the action taken by a user when they interact with an ad by selecting it. This action directs them to the ad's designated landing page or final URL. Importantly, the advertiser incurs charges for campaigns that employ CPC (Cost-Per-Click) bidding each time a user clicks on their ad.

Close Variant

In Google Ads, a "Close Variant" refers to a feature where, for phrase match and exact match keywords, ads are automatically displayed to individuals searching with variations of the keyword, including misspellings, singular or plural forms, and other closely related terms.


In Google Ads, Columns refer to the customisable sets of data metrics that you can display for your campaigns. These metrics encompass a wide range of information, including data related to interactions with your ads, conversions, cost, and various other performance indicators.

Content Exclusions

Content Exclusions in Google Ads allow advertisers to prevent their ads from appearing on specific types of content within the Google Display Network. This feature enables you to exclude your display ads from being displayed on particular types of web content, such as error pages, ensuring that your advertisements only appear on relevant and suitable platforms.

Content Suitability

Content Suitability in Google Ads, also known as 'Inventory Type', is an account-level setting that allows advertisers to specify the type of content where their display ads can be shown. It provides the option to choose between 'Limited Inventory', 'Standard Inventory', or 'Expanded Inventory'. This setting helps advertisers control whether their ads appear on content that may include sensitive material, such as profanity or other sensitive content. By selecting the appropriate content suitability level, advertisers can align their ad placements with their brand's values and target audience preferences.


A Conversion in Google Ads refers to any action that holds value for your organisation. It encompasses tracking and measuring activities like viewing significant webpages (e.g., thank you pages), initiating phone calls using Google forwarding numbers, downloading apps, taking actions within an app, and recording offline conversions. Google Ads offers the flexibility to implement dedicated conversion tracking or import conversion data from Google Analytics to monitor and optimise these valuable actions.

Conversion Optimisation

Conversion Optimisation in Google Ads is the process of enhancing your campaigns and landing pages with the objective of boosting conversions. This involves utilising Google Ads conversion tracking and supplementary tools such as A/B testing platforms to assess performance and refine your campaigns.

Conversion Rate

Conversion Rate in Google Ads refers to the rate of clicks (or interactions) that result in a conversion (In percentage Format).

Conversion Value

Conversion value in Google Ads refers to the amount a conversion is worth. This value can be specified during the configuration of the conversion itself, integrated within the tracking code if you're using Google Ads conversion tracking, or derived from the transaction amount when imported from Google Analytics.

Conversion Window

In Google Ads, the "Conversion Window" refers to the timeframe within which a user, after clicking on an ad, has the opportunity to complete a desired action on the advertiser's website for that action to be credited to the initial click. The default conversion window in Google Ads is set at 30 days, meaning that conversions happening on the advertiser's website within this period after a user's click will be attributed to that specific click. This metric helps advertisers track and understand the effectiveness of their ad campaigns in influencing user actions over time.


Cost in Google Ads refers to the amount of money spent to achieve specific actions, such as clicks in search campaigns, views in video campaigns, and impressions in display campaigns.


Countdown, in Google Ads, is an ad customiser that enables you to incorporate the number of days remaining until a specified date and time in your text ads. To implement a countdown, you begin by typing {=COUNTDOWN in your ad text, and an editor provides customisation options for your countdown.


CPA, in Google Ads, stands for "Cost-Per-Acquisition." It represents the average cost that you are willing to pay for a specific conversion action. This metric is determined by dividing the total cost of your advertising campaign by the number of conversions generated.


CPC in Google Ads stands for Cost-Per-Click, which represents the specific amount you agree to pay for each click on your advertisement. This bid amount is the maximum you'll be charged for a click, unless you're utilising bid adjustments. Google Ads employs a highly complex auction system to determine which ads are displayed, and you are billed only the necessary cost for each click.


CPM, in Google Ads, stands for Cost-per-thousand-impressions. It is a bidding option where advertisers pay for 1,000 impressions of their ad, irrespective of the number of clicks. CPM bidding is ideal for those looking to enhance brand awareness, rather than focusing on driving conversions. Google Ads employs viewable CPM bidding.


CPV, in Google Ads, stands for "Cost-per-view," and it is a bidding option where advertisers pay for each video view.

Cross-Device Conversion

A "Cross-Device Conversion" in Google Ads refers to a situation where a user initially clicks on your ad using one device, and subsequently completes a desired action or conversion using a different device. Google estimates cross-device conversions by analysing aggregated and anonymised user data.


Click-through rate (CTR) in Google Ads is the percentage of impressions that lead to a click on your ad.

Customer Match

Customer Match in Google Ads allows you to upload email addresses for your existing contacts as a remarketing list inside Google Ads. You'll need a sufficiently large list for ads to be displayed, as the email addresses are matched to Google Accounts, and only a portion of your list is likely to have a Google Account associated with their email address.

Default Bid

The "Default Bid" in Google Ads is the bid set at the ad group level, which Google uses in ad auctions. If you're using manual bidding, you have the option to customise this default bid by specifying a particular bid for each keyword or display placement. These individual bids may vary from the default bid and will take precedence over it. Additionally, bid adjustments can be applied to further fine-tune your bidding strategy.

Delivery Method

In Google Ads, the term "Delivery Method" refers to a legacy setting, that allowed advertisers to determine how their daily budget should be allocated. Advertisers had the option to select either "accelerated delivery" to spend their daily budget as quickly as possible or "standard delivery" to distribute it evenly throughout the day. This setting influenced how quickly ads were displayed and how the budget was utilised within a given timeframe.

Display Planner

The "Display Planner" in Google Ads was a tool, now no longer available, designed to research display targeting options such as placements, keywords, and audiences for display campaigns. It also provided estimates and demographic data.

Display Targeting

Display Targeting in Google Ads refers to the specific methods and criteria used to determine where and to whom your display advertisements will be shown. It encompasses a range of targeting options that you can apply to individual ad groups within your display campaign. These options allow you to refine the audience and placement for your ads, ensuring that they reach the most relevant and potentially interested viewers.

  • Display keywords in Google Ads is a feature that enables you to select specific keywords related to the content found on web pages within the Google Display Network. By choosing display keywords like 'holiday,' your ads will be automatically matched to web pages containing relevant content on the Google Display Network. This helps in reaching a more targeted audience interested in the theme or subject matter associated with the selected keywords.

  • Placements refer to a feature that enables advertisers to specify where their ads will appear within the Google Display Network. Placements can be categorised into two main types: managed and automatic. With managed placements, advertisers have direct control over selecting specific websites, apps, or web pages where their ads will be displayed. In contrast, automatic placements rely on other targeting methods to determine suitable locations for ad display, making it a more hands-off approach where Google's algorithms automatically place your ads on relevant sites or apps based on your targeting criteria.

  • Topics in Google Ads allows advertisers to select from a predefined list of topics, such as 'travel,' to determine where their ads will be displayed. This feature is similar to display keywords but focuses on content classified by Google under specific categories, making it easier for advertisers to reach their desired audience based on the topics that are most relevant to their products or services.

  • Interests in Google Ads allows you to focus your advertising efforts on individuals who have shown specific interests through their online browsing behaviour. For instance, you can target people who have demonstrated an interest in topics like 'concert and music festival tickets.' It's essential to note that you are directing your ads at these individuals based on their interests, not the content they are currently viewing on the Google Display Network. You can select interests from categories like 'Affinity Audiences' (general areas of interest), 'In-market Audiences' (those actively looking to make a purchase), or create 'Custom Audiences' tailored to your specific interests and website associations.

  • Remarketing in Google Ads is a strategy that enables advertisers to target individuals based on their prior interactions with their business, Princess Lucy. It involves showing ads to users who have previously engaged with your website, app, or other online assets. This approach is highly effective in re-engaging potential customers and encouraging them to take desired actions, such as making a purchase, after they have shown interest in your products or services. Remarketing allows for a more personalised and focused advertising approach, increasing the likelihood of conversion and improving your affiliate marketing results.

  • Demographics in Google Ads enable advertisers to focus their advertisements on specific groups of people based on age, gender, and parental status. These demographic parameters can be determined from users' browsing behaviour and provide a valuable way to reach a target audience. It's worth noting that not all users will have their demographics identified, resulting in a portion categorised as 'unknown' in this targeting method.

Display URL

A Display URL in Google Ads refers to the URL that's visible to users in your ads. This URL must accurately represent your website's domain but doesn't necessarily have to match the URL of the landing page where users are directed.

Dynamic Ad

For a search campaign, you can create dynamic search ads that automatically select a landing page, create a headline, and display URL. These are suited to large-scale websites with products that regularly change. For a display campaign, you can create dynamic ads that are updated based on a feed (data that you upload to Google Ads) to include products and services within the ad variation.

Dynamic Keyword Insertion

Dynamic Keyword Insertion in Google Ads allows you to automatically include the matched keywords from the ad group into the text ad so that it appears relevant to what someone is searching. Dynamic keyword insertion is particularly useful for larger sets of keywords that are very similar, for example, products with different product codes.

Dynamic Remarketing

Dynamic Remarketing in Google Ads is a form of remarketing that automatically adjusts the content of ads to match the specific products or services that a user previously viewed on your website.

Dynamic Search Ad

A Dynamic Search Ad in Google Ads is a text ad format where Google automatically matches the search query to a landing page on your website, removing the need to manage keywords.

Earned View

An "Earned View" in Google Ads refers to the organic or free additional views your videos on YouTube receive after a viewer has initially watched one of your video ads.

Effective CPM

Effective CPM (ECPM) in Google Ads is the conversion of a Cost-Per-Click (CPC) bid into an equivalent Cost-Per-Thousand Impressions (CPM) bid for advertisements vying for placement on the Google Display Network.

Enhanced CPC

Enhanced Cost-Per-Click (ECPC) in Google Ads is a bidding strategy that adjusts your bid for each click based on the likelihood of that click resulting in a conversion. This adjustment is made through the analysis of various signals and machine learning algorithms.

Exact Match

In Google Ads, "Exact Match" is a keyword match type that displays your ads when the keyword you are bidding on precisely matches the search query a user is entering. This match type also encompasses close variants and different word orderings.

Exact Match Impression Share

Exact Match Impression Share in Google Ads is the calculated impression share assuming that all keywords are set to exact match.


An experiment in Google Ads is a feature that enables you to test modifications to campaigns, ad groups, and other settings. To initiate an experiment, you start by creating a draft where you make the desired changes. Subsequently, these alterations are applied to the draft, and the experiment is launched. This process allows you to assess and report on the variations between the experiment and the original version, often referred to as the control, helping you evaluate the impact of your adjustments.


In Google Ads, a "filter" is a feature that enables you to temporarily narrow your focus within your account. It allows you to set specific criteria to refine the data you're viewing.

Final URL

The "Final URL" in Google Ads refers to the URL of the landing page that people are directed to when they click on your ad.

Frequency Cap

A Frequency Cap in Google Ads is a setting that determines the maximum number of times your ad is displayed to a specific user within the Google Display Network. This cap allows you to have control over the frequency with which a single user sees your ad. The frequency cap is calculated based on viewable impressions of your ads and can be configured at different levels, including the campaign, ad group, or ad level. Additionally, it can be set for specific timeframes such as daily, weekly, or monthly periods. This setting helps you manage ad exposure and ensures your advertising efforts reach a wider, more diverse audience.


GCLID, in Google Ads, stands for Google Click Identifier. It's a unique parameter attached to your landing page's URL when you enable auto-tagging within Google Ads. This identifier is specific to each click, helping track and differentiate clicks, making it a crucial component for effective campaign analysis and attribution.

Goal Category

In Google Ads, a "Goal Category" is a classification system for conversions. It enables you to categorise different types of actions that users take on your website, such as 'Purchase,' 'Subscribe,' 'Contact,' 'Submit Lead Form,' and other specific actions. This categorisation is valuable for performance reporting and data segmentation within Google Ads, making it easier to analyse and optimise your advertising campaigns.

Google Ads Editor in Google Ads is a desktop application that facilitates the management of your Google Ads account. It enables users to download their campaigns, make offline modifications, and subsequently upload the updated content back into the live account. Google Ads Editor proves highly beneficial for efficiently implementing changes on a larger scale.

Google AdSense

Google AdSense in Google Ads is a program designed for publishers to monetise their website content. It allows website owners to create display campaigns, targeting specific placements on websites that publishers have designated for displaying ads through Google AdSense. This system enables website owners to earn revenue by displaying relevant advertisements on their web pages, contributing to their overall income.

Google Analytics

Google Analytics (GA4) in Google Ads is Google's digital analytics tool that offers valuable visitor data, enabling a deep understanding of user behaviour on your website. By connecting Google Ads to Google Analytics, you gain access to enhanced data insights regarding the effectiveness of your campaigns and the post-ad-click user engagement on your site.

Google Display Network

The Google Display Network, within Google Ads, encompasses a vast network of more than two million websites and over 650,000 mobile apps. It offers advertisers the opportunity to display their ads to individuals who are actively engaging with various forms of online content. This extensive network is a valuable platform for reaching a wide and diverse audience, making it a vital component of online advertising strategies.

Google Forwarding Number

A Google Forwarding Number in Google Ads is a phone number provided by Google that you can include in your ads. When this number is dialed by a potential customer, the call is automatically forwarded to your own phone number. This feature serves the purpose of enabling automatic call reporting and conversion tracking, primarily based on factors like call duration. By utilising a Google Forwarding Number, you gain the ability to assess the performance of your ads, even down to specific keywords, within your Google Ads account. Importantly, the cost of these calls is equivalent to that of a click on your ad. Google Forwarding Numbers are also commonly abbreviated as GFN.

Google Merchant Center

Google Merchant Center in Google Ads is the platform for submitting your website's product inventory to create and manage campaigns. Inventory is provided as a feed, facilitating the efficient handling of your product listings in Google Ads, particularly in the context of shopping campaigns.

Google Search Network

The Google Search Network, in Google Ads, is the advertising platform that enables you to display your ads to individuals who are actively conducting searches. This network provides the capability to target users conducting searches on Google itself and extends to Google Search Partners, which encompass third-party websites.

Google Search Partners

Google Search Partners in Google Ads refers to a network of third-party websites, like, and Google-owned properties, such as Google Maps, that collaborate with Google to display ads alongside search results.

Google Tag

A Google Tag in the context of Google Ads refers to a code that is implemented on your website to monitor and record particular actions and events. These can include activities like page views, clicks, form submissions, and conversions. Google Tags are compatible with both Google Ads and Google Analytics, enabling you to collect valuable data on user interactions and website performance. Additionally, you have the option to employ Google Tag Manager for the purpose of adding and managing tracking codes on your website.

Image Ad

An "Image Ad" in Google Ads is an ad format that consists of a static or animated image.


An impression in Google Ads is recorded when an ad is presented to a user, regardless of whether they interact with it through a click. In display campaigns, advertisers can choose to bid on viewable impressions. This metric is fundamental for measuring the visibility and exposure of an ad, and it plays a significant role in evaluating the performance of online advertising campaigns.

Impression Share

Impression Share in Google Ads is a metric that measures the visibility your ads have attained. It represents the percentage of times your campaign was eligible to display an ad in comparison to the instances when the ad was effectively displayed.

In-app Conversion

In Google Ads, "In-app Conversion" refers to a significant user action that is monitored and measured within a mobile application. This action typically includes actions such as finalising an in-app purchase, setting up a user account, or successfully accomplishing a critical task within the app.

In-Market Audience

An "In-Market Audience" in Google Ads is a targeting option that enables advertisers to connect with individuals who are currently engaged in researching or are inclined to make purchases of specific products or services. These audience segments are defined by user actions and online behaviour, including search queries, browsing patterns, and various behavioural cues.

Interaction Rate

Interaction Rate in Google Ads is defined as the total number of interactions divided by impressions. It is a metric used to measure user engagement with an ad campaign, typically calculated as the ratio of specific interactions (such as video views) to the total number of times the ad was displayed (impressions). This metric helps advertisers assess the effectiveness and engagement levels of their online advertisements, similar to the concept of click-through rate (CTR) but encompassing various primary interactions beyond just clicks.


Interactions in Google Ads refer to the primary actions taken by individuals when engaging with your advertisements. These actions encompass various activities such as clicking on a text ad, viewing a video ad, making calls in response to a call-only ad, and similar user interactions with your ad content. Importantly, advertisers are usually billed or charged for each of these specific interactions with their ads.

Invalid Clicks

Invalid clicks in Google Ads refer to clicks that Google identifies as either automated or unintentional, such as those generated by bots or accidental clicks. They can be tracked and monitored at the campaign level within your account and are not included in the billing process, ensuring advertisers are not charged for these non-genuine interactions with their ads - click fraud calculator.


In Google Ads, a keyword is the primary targeting method for search campaigns. It serves as an instruction, defined by the keyword text and match type, which informs Google about when to display ads from the keyword's ad group.

Keyword Planner

Keyword Planner in Google Ads is a tool provided by Google to assist in keyword research for search campaigns. It enables users to discover keyword suggestions, as well as offers ad group ideas and estimates for search volume, clicks, and cost. The Keyword Planner is particularly effective for accounts with active campaigns, offering greater accuracy in optimising ad strategies.


A "Label" in Google Ads refers to short descriptions that can be added to campaigns, ad groups, ads, and other components. Labels serve the purpose of aiding in the interpretation and reporting of your advertising campaigns.

Language Targeting

Language Targeting in Google Ads allows advertisers to select a specific language for their advertising campaigns. In the context of search campaigns, language targeting aligns the ad's language with the Google domain a user is searching on, taking into account factors such as geographic location and user language preferences based on their search queries. For display campaigns, language targeting ensures that the ad content matches the language of the placement where the ad is displayed, enabling advertisers to reach their desired audience effectively.

Location Targeting

Location Targeting in Google Ads enables you to select specific geographic areas where you want your ads to appear. By default, this feature displays your ads to individuals physically located in the chosen location and those who demonstrate an interest in that location through their search queries.

Lost Impression Share

Lost Impression Share in Google Ads is the percentage of impressions in which your ads were eligible to be displayed but were not due to constraints such as a limited budget or a low ad rank. It is a metric that indicates the missed opportunities for your ads to be shown to potential customers, highlighting the impact of budget and ad rank limitations on your advertising campaigns.

Manager Account

A Manager Account in Google Ads is an overarching administrative account designed for the management of multiple individual Google Ads accounts. These Manager Accounts are primarily utilised by agencies responsible for overseeing multiple clients' advertising campaigns, as well as by large organisations that maintain numerous individual Google Ads accounts. Commonly abbreviated MCC - Multi Client Centre or My Client Centre.

Match Type

Match Type in Google Ads refers to a critical feature that enables advertisers to manage and specify how their chosen keywords correspond with the search queries entered by users. These match types encompass various options, such as broad match, phrase match, exact match, and negative match, each serving distinct purposes in optimising ad campaigns.

Maximize Conversions

Maximise Conversions in Google Ads is an automated bidding strategy designed to optimise your campaign's performance by leveraging Google's machine learning and conversion data to achieve the highest possible number of conversions.

Mobile Bid Adjustment

Mobile Bid Adjustment in Google Ads is an optional setting that allows advertisers to modify the final bid amount positively or negatively for users who are accessing their advertisements via mobile devices.

Mobile Speed Score

The Mobile Speed Score in Google Ads assesses the performance of your landing pages for people using mobile devices. Pages are given a score out of 10, with a higher score indicating better performance.

Narrow Targeting

Narrow Targeting in Google Ads refers to the practice of selecting specific audience segments as 'Targeting' in a display campaign. When 'Targeting' is chosen, all selected targeting criteria must be met for an ad to be displayed.

Negative Match

Negative Match in Google Ads is a match type that is utilised to prevent your ads from being displayed for specific search queries.

  • Negative Broad Match in Google Ads is a setting that ensures ads will not be displayed when the search query includes all of the specific words in any order.

  • Negative Exact Match in Google Ads refers to a keyword targeting option where ads will not be displayed if the search query exactly matches the designated negative keyword.

  • Negative Phrase Match in Google Ads is a keyword matching option that ensures ads are not displayed when the search query includes all of the words in the keyword, precisely as specified and in the same order.


In Google Ads, a network refers to the specific platform or combination of platforms where your ads can be displayed, including the Google Search Network, Google Search Partners, and the Google Display Network.

Observation Targeting

Observation Targeting in Google Ads is a display targeting method that allows advertisers to gather reporting metrics without modifying the audience or ad placement. When applied as an observation, it provides metrics for a specific targeting element, such as a topic, without restricting the reach of your advertisements.

Offline Conversion

An offline conversion in Google Ads refers to a conversion that takes place outside the online realm, such as a purchase made in a physical store or a phone call to your business. These offline conversions can be integrated into your Google Ads data when you possess information about the specific online click that initiated the offline conversion or details about the phone call that resulted in the conversion. This data integration helps advertisers gain a comprehensive understanding of the impact of their online advertising efforts on offline business outcomes.

Optimised Targeting

Optimised Targeting, also known as 'Targeting Expansion,' refers to a feature within Google Ads specifically designed for campaigns targeting the Google Display Network. Its primary objective is to enhance conversion rates by displaying ads to individuals who fall outside the parameters of your existing audience targeting. This option is typically enabled by default but can be manually disabled as per your campaign preferences.

Parental Status

Parental Status in Google Ads refers to a targeting and bidding option for display campaigns that utilises behavioural data to identify individuals who either have children or do not have children.

Performance Max Campaign

A Performance Max Campaign in Google Ads is a campaign type that leverages machine learning to automatically display your advertisements across various Google advertising networks, encompassing search and display placements. This campaign type employs machine learning algorithms to dynamically optimise targeting, generate the final ad content presented to the audience, and efficiently manage your bidding strategy.

Phrase Match

In Google Ads, a keyword match type that displays your ads when the keyword you are bidding on is included in the search query someone is using. It includes exact matches of the keyword, as well as close variants of the keyword.

Physical Location

In Google Ads, "Physical Location" refers to the geographic location of your audience member, determined through a variety of signals such as IP address, internet connection details, GPS data, and other sources.


Placement in Google Ads refers to the specific location or platform where an advertisement is displayed within the Google Display Network. These placements can encompass websites, specific sections of websites, mobile applications, or videos where ads are featured to reach a targeted audience.


PPC stands for pay-per-click, a digital advertising model where advertisers pay a fee each time their ad is clicked by an online user.

Product Group

A "Product Group" in Google Ads refers to a set of products that are grouped together within a shopping campaign for the purpose of managing and organising advertising efforts.

Quality Score

Quality Score in Google Ads is Google's measurement of how relevant an advertiser's ads are to what someone is interested in. Quality Score is based on a range of factors, including click-through rate, relevance, and landing page experience. The Quality Score displayed inside your account is different from the calculation used when your ads enter the real-time auction to be shown to people searching and browsing.


Quartile in Google Ads refers to a metric that indicates the distribution of viewership for a video ad, showing the percentage of people who have viewed specific segments of the ad content. These segments are typically divided into four parts, representing 25%, 50%, 75%, and 100% of the video's duration. Quartiles provide insights into viewer engagement and retention, helping advertisers assess the effectiveness of their video ads at different stages of viewer interaction.

Radius Targeting

Radius targeting in Google Ads is a location targeting option that enables advertisers to establish a specific geographic radius around a designated address or map location for the purpose of delivering their advertisements to a predefined area.


Recommendations in Google Ads refer to a set of automatic suggestions provided to advertisers to enhance the performance of their advertising accounts. These suggestions encompass a variety of optimisations, such as adjustments to budget allocation, the inclusion of new keywords, and other actionable improvements aimed at achieving better results in advertising campaigns.

Remarketing List

A "Remarketing List" in Google Ads is a feature that enables you to focus your advertising efforts on individuals who have previously engaged with your organisation. These lists can be generated directly within Google Ads or imported from Google Analytics. Subsequently, they serve as a basis for displaying advertisements to specific audiences or for modifying bid strategies.

  • App Users in Google Ads refers to a feature that allows you to create a list of individuals who have interacted with your mobile application or have taken specific actions within your app. This list is used for targeted advertising, enabling you to reach out to these app users with tailored ad campaigns, helping you re-engage and reconnect with this specific audience.

  • Customer List in Google Ads refers to a marketing strategy that involves adding individuals to a specific list for remarketing purposes by uploading their email addresses to Google Ads and subsequently matching those addresses with corresponding Google Accounts. This enables advertisers to target and tailor their ad campaigns to a specific audience of past customers or prospects based on their email information, thereby enhancing the effectiveness of their advertising efforts.

  • Lead Form Segment in Google Ads refers to a specific audience segment created by adding individuals who have previously submitted their information through a lead form asset displayed within your advertisements.

  • Website Visitors in Google Ads refers to the practice of creating a specific audience group by adding individuals to a list who have visited one or more particular pages on your website. This enables advertisers to target these past website visitors with customised ad campaigns, offering them relevant content or promotions, thereby increasing the likelihood of re-engaging and converting them.

  • YouTube Users in Google Ads refers to a targeted audience list created by adding individuals who have engaged with your YouTube videos and channel in specific ways. This list is instrumental for advertisers, allowing them to tailor their advertising campaigns to reach users who have demonstrated a prior interest in their video content, ultimately increasing the effectiveness of their remarketing efforts.

Remarketing Lists for Search Ads

Remarketing Lists for Search Ads, in Google Ads, enable advertisers to customise their search campaigns by adjusting bid strategies, displaying specific advertisements, or targeting specific keywords when individuals are part of a predefined remarketing list.

Responsive Display Ad

A Responsive Display Ad in Google Ads is the default ad format for display campaigns, consisting of various assets such as headlines, descriptions, images, and logos. These assets are used to automatically generate ads, offering flexibility and adaptability in the display advertising space.

Responsive Search Ad

A Responsive Search Ad in Google Ads is an advertising format that permits the inclusion of multiple headlines and descriptions within a single ad. This format allows for the addition of up to 15 different headlines and four descriptions, from which Google Ads will automatically display three headlines and two description lines to create a dynamic and optimised ad presentation.


ROAS, in the context of Google Ads, stands for Return on Advertising Spend. It is a metric used to measure the effectiveness of advertising campaigns by calculating the ratio of total revenue generated to the total amount spent on advertising. This metric helps advertisers assess the profitability of their advertising efforts, indicating how efficiently their ad investments are driving revenue - ROAS Calculator


A script in Google Ads refers to a customisable piece of code written in JavaScript that enables account management by leveraging external data sources to make adjustments or modifications to various aspects of your advertising campaign, such as bid management.

Search Query

A "search query" in Google Ads refers to the specific text that an individual enters when conducting a search on a search engine. It is important to note that the search query used by a user may differ from the keyword you have chosen to target in your advertising campaign, mainly due to variations in keyword match types.


A "segment" refers to a feature that enables users to obtain a detailed breakdown of metrics within their advertising account. This breakdown can encompass various parameters such as time, conversions, the type of click, devices, and other relevant factors, allowing advertisers to analyse and understand their campaign performance at a granular level.

Shared Budget

A shared budget in Google Ads refers to a daily budget that is allocated and can be used across more than one advertising campaigns.

Shared Library

A shared library in Google Ads refers to a collection of features that can be utilised across multiple advertising campaigns. These features include, but are not limited to, remarketing lists, shared budgets, negative keywords, and other settings that can be applied universally, streamlining campaign management and ensuring consistent application of specific elements across multiple ads.

Shopping Campaign

A shopping campaign in Google Ads is a specialised advertising campaign designed to showcase products listed in your associated Google Merchant Center account. Within this campaign, you have the flexibility to set bid priorities and filter specific products, enabling you to control which items are promoted. As users conduct relevant search queries, products from your shopping campaign are automatically displayed, increasing the visibility of your inventory to potential customers.

Skippable Ads

Skippable ads in Google Ads, formerly known as 'TrueView' ads, refer to a video advertising format that enables advertisers to pay when viewers choose to watch or interact with their video ads on the YouTube platform.

  • In-Stream Ads in Google Ads refer to video advertisements that are displayed before, during, or after the video content that a viewer is watching on platforms such as YouTube, websites with embedded videos, or the Google Display Network. Advertisers are not charged if a viewer chooses to skip these ads. The view count is registered either after 30 seconds of ad play, upon completion of the ad if it is shorter than 30 seconds, or if the viewer engages with the video content.

  • In-Feed Ads in Google Ads refer to video advertisements that promote your video content within the YouTube search results and as a related video. These ads accumulate views when viewers click to watch the video. In the past, they were known as "Video Discovery Ads".

Smart Bidding

Smart Bidding in Google Ads encompasses various automated bidding strategies, such as Maximize Conversions, Target CPA, Target ROAS, and Enhanced CPC, which leverage Google's machine learning capabilities to autonomously optimise bid adjustments.


Status in Google Ads refers to the indicator within Google Ads that informs you whether your ads have been approved for display. It provides information on the current state of your ads' eligibility. When your ads are marked as 'Eligible' or 'Approved,' it signifies that they meet the necessary criteria and can be displayed to your target audience. Conversely, if your ads are labeled as 'Disapproved,' it means they have not met the editorial requirements and are not permitted to be shown to users.

Tracking Template

A tracking template in Google Ads is a tool that enables advertisers to transmit supplementary information to their landing pages. The parameters incorporated within tracking templates serve the dual purpose of enhancing reporting capabilities and customising the user experience on the advertiser's website.


ValueTrack in Google Ads allows advertisers to transmit information regarding how users discovered and engaged with their ads to their landing pages. This information encompasses factors such as keyword match type, targeting criteria, device type, and other relevant details. ValueTrack is predominantly employed by third-party analytics tools to enhance campaign tracking and analysis. It is important to note that when using Google Analytics in conjunction with Google Ads, ValueTrack is not required, as these pertinent details are automatically integrated into your reports once both platforms are linked.


In Google Ads, a "view" refers to the instance when a user watches your video advertisement, and you are subsequently charged based on this view.

View-through Conversion

A "View-through Conversion" in Google Ads is a metric used for display advertisements that quantifies the number of individuals who have viewed an ad but did not initially click on it. Instead, they later go on to complete a desired action or conversion on your website.

Viewable CPM

Viewable CPM (Cost Per Thousand Impressions) bidding in Google Ads is a pricing model in which you specify the budget you're willing to allocate for 1,000 viewable ad impressions, irrespective of the click-through rate. A viewable impression is registered when a minimum of 50% of the ad content is visible on the screen for at least one second (or two seconds for video advertisements).


YouTube in Google Ads refers to Google's video platform, which serves as a prominent advertising channel for businesses and marketers to reach their target audience through video content.

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