Complete Google Ads Glossary 2025

 

A – D

  • Ad Extensions – Additional information shown with your ad (e.g., sitelinks, callouts, phone number).

  • Ad Group – A set of ads and keywords within a campaign sharing the same theme and targeting.

  • Ad Rank – Determines ad position; calculated using bid, quality score, and ad formats.

  • Attribution Models – Rules that assign credit for conversions across the customer journey (e.g., first click, last click, data-driven).

  • Audience Segments – Groups of users categorized by behavior, demographics, or interests for targeting.

  • Automated Bidding – Google’s smart bidding strategy that automatically adjusts bids based on likelihood of conversion.

  • Broad Match – A keyword match type that shows your ad for related searches, even if the exact keyword isn’t used.

  • Bounce Rate – The percentage of users who click your ad and leave without any interaction.

  • Click-Through Rate (CTR) – The percentage of people who clicked on your ad after seeing it.

  • Conversion – A completed action by a user (e.g., purchase, lead form submission).

  • Conversion Rate – The percentage of clicks that result in a conversion.

  • Conversion Tracking – Tool to measure what actions users take after clicking your ad.

  • Cost Per Click (CPC) – The amount paid for each click on your ad.

  • Cost Per Mille (CPM) – Cost per 1,000 ad impressions (used in Display/YouTube ads).

  • Cost Per Acquisition (CPA) – Cost incurred to get a conversion.

  • Customer Match – Targeting method that uses customer email lists to show personalized ads.

E – K

  • Expanded Text Ads (ETAs) – Older ad format with multiple headlines and descriptions (being phased out in favor of RSAs).

  • Exact Match – A keyword match type that shows ads only for searches that are the exact term or close variants.

  • Extensions (Ad Extensions) – Add-ons to your ad, such as location, app, price, call, or promotion links.

  • Google Ads Editor – A downloadable tool to manage large campaigns offline.

  • Google Display Network (GDN) – A group of websites, apps, and YouTube where display ads can appear.

  • Google Merchant Center – Tool to upload your product data for use in Shopping ads.

  • Impressions – Number of times your ad is shown.

  • Invalid Clicks – Clicks on your ads that Google considers illegitimate or accidental.

  • Keyword Planner – A Google tool to research and plan keywords for campaigns.

  • Keywords – Words or phrases that trigger your ads when searched.

L – P

  • Landing Page Experience – A factor in quality score; measures how relevant and useful your landing page is.

  • Lead Form Extension – Ad extension that lets users fill out a form directly in the ad.

  • Lifetime Budget – The total amount you want to spend over the life of a campaign.

  • Location Targeting – Choosing geographical areas where your ads will appear.

  • Manual CPC – Bidding strategy where you manually set bids for your keywords.

  • Maximize Conversions – Smart bidding strategy to get the most conversions within your budget.

  • Negative Keywords – Keywords that prevent your ad from showing for certain search terms.

  • Performance Max – A goal-based campaign type that uses automation across all Google inventory (Search, Display, Maps, YouTube, etc.).

  • Phrase Match – Keyword match type that triggers ads for queries that include the meaning of your keyword.

  • Placement – Websites, YouTube videos, or apps where your display/video ads may appear.

  • Portfolio Bid Strategy – A shared bidding strategy used across multiple campaigns/ad groups.

Q – Z

  • Quality Score – A score (1–10) that measures the quality of your ads, keywords, and landing pages.

  • Responsive Display Ads – Automatically created ads that adjust to fit ad spaces on the GDN.

  • Responsive Search Ads (RSAs) – Ads that automatically test combinations of headlines and descriptions.

  • ROAS (Return on Ad Spend) – Total revenue earned for each rupee/dollar spent on ads.

  • Remarketing – Targeting users who have previously interacted with your website or app.

  • Search Terms Report – Shows actual queries that triggered your ads.

  • Shared Budget – A single daily budget shared across multiple campaigns.

  • Shopping Ads – Product-based ads showing image, price, and store name (from Google Merchant Center).

  • Sitelink Extensions – Ad extension that links to additional pages on your website.

  • Smart Campaigns – Simplified ad campaigns for small businesses with minimal setup.

  • Target CPA – Smart bidding strategy to get as many conversions as possible at or below a target cost per action.

  • Target ROAS – Smart bidding strategy focused on achieving a specific return on ad spend.

  • Tracking Template – URL parameters added to ad links for better tracking and reporting.

  • View-Through Conversion – When a user sees your ad but converts later without clicking.

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