Google Ads Glossary & Quiz

Ad Assets

Additional features that enhance your PPC ads, such as phone numbers, site links, or location extensions. These make your ad more informative and engaging, helping to improve click-through rates.

Site Links

Clickable links that appear beneath your main ad, directing users to specific pages on your website, such as a contact page, product category, or special offer.

Search Terms

The actual words or phrases users type into a search engine that trigger your PPC ads. Monitoring search terms helps refine your campaign and eliminate irrelevant clicks.

Bidding

The process of setting a maximum amount you’re willing to pay for a click on your ad. Bidding strategies can be manual or automated, focusing on goals like clicks, conversions, or impressions.

PPC (Pay-Per-Click)

An advertising model where advertisers pay a fee each time their ad is clicked. It’s a way to drive traffic to your website by paying for visibility in search engines or on other platforms.

Ad Group

A collection of related ads and keywords within a PPC campaign. Each ad group targets specific search terms to ensure ads are relevant to users' queries.

Landing Page

The specific web page users are directed to after clicking an ad. A well-designed landing page improves user experience, encourages conversions, and impacts your ad’s performance.

Conversion Rate

The percentage of users who complete a desired action after clicking on your ad, such as making a purchase, filling out a form, or signing up for a newsletter.

Ad Copy

The text content of your PPC ad, including the headline, description, and call-to-action. Effective ad copy is concise, engaging, and directly speaks to user intent.

Ad Placements

The specific locations where your ads appear, such as the top of a search results page, within websites in the Google Display Network, or on social media platforms.

Display Ads

Visual ads that use images or videos to promote your business. These appear on websites, apps, or videos within the Google Display Network, often used for increasing brand awareness.

Remarketing

A PPC strategy that targets users who have previously visited your website but didn’t convert. These ads re-engage potential customers and encourage them to take action.

Target Keywords

The specific words or phrases you choose to target in your PPC campaign, based on what your audience is searching for.

Search Engine Rankings

The position your website or ad appears in search engine results. Higher rankings increase visibility and the likelihood of attracting clicks.

CTR (Click-Through Rate)

The percentage of people who see your ad and click on it. CTR is a key metric for measuring the effectiveness of your ads.

Quality Score

A score assigned by Google that measures the relevance and quality of your ads, keywords, and landing pages. A higher score reduces your cost-per-click and improves ad placements.

Impressions

The number of times your ad is displayed on a search engine or website. Impressions don’t indicate whether the ad was clicked, only that it was shown.

Cost-Per-Click (CPC)

The amount you pay each time someone clicks on your ad. CPC is determined by factors like your bid amount, competition, and Quality Score.

Negative Keywords

Words or phrases you exclude from your campaign to prevent your ads from appearing for irrelevant or low-quality search terms.

Google Search Console

A tool that helps monitor your website’s performance in Google’s organic search results. While not directly tied to PPC, it’s useful for identifying opportunities to align organic and paid strategies.

Google Analytics

A tool that tracks and reports website traffic and user behavior. It provides insights into the performance of your PPC campaigns and landing pages.

Bid Adjustments

A PPC feature that allows you to increase or decrease your bids based on specific factors like location, device, or time of day.

Call Extensions

A type of ad asset that allows users to call your business directly from the ad. This is particularly effective for local businesses.

CPC vs. CPM

• CPC (Cost-Per-Click): You pay when someone clicks your ad.
• CPM (Cost-Per-Thousand Impressions): You pay per thousand impressions, regardless of clicks.

Geotargeting

A PPC strategy that targets users based on their geographic location. This ensures your ads reach the most relevant audience, especially for local businesses.

Ad Schedule

The days and times your ads are set to appear. Optimizing your ad schedule ensures your ads run when your target audience is most active.

Call-to-Action (CTA)

A directive encouraging users to take a specific action, such as "Shop Now," "Learn More," or "Get a Quote."

SEM (Search Engine Marketing)

An umbrella term that includes both PPC and SEO strategies to increase visibility on search engines.

Earned Media

The exposure you gain organically through mentions, shares, or user-generated content. PPC complements earned media by driving additional traffic and visibility.