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Google Ads Terms and Metrics 

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Key Terms

Campaign: The highest level in your Google Ads structure, organizing ads around a single marketing goal.

Ad Group: A subcategory within a campaign that groups similar ads and associated keywords.

Keyword: Words or phrases that trigger your ads when users search for them.

Impressions: The number of times your ad is shown to users, regardless of interaction.

Audience Targeting: Ads targeted based on demographics, interests, or behaviors.

Negative Keywords: Keywords that prevent your ads from appearing for specific search terms.

Landing Page Experience: measure of how relevant and useful your landing page is.​

Display Network: Websites, apps, and videos where your ads can appear.

Remarketing: Strategy to target users who have previously interacted with your site.

Smart Campaigns: Automated campaigns for simplified ad management.

A/B Testing: different versions of ads or landing pages to identify what performs best.

Key Metrics

Quality Score (Q Score)

  • Definition: A measure of the relevance of your ad, keywords, and landing page to users.
  • Variables:
    • Ad relevance
    • Expected click-through rate (CTR)
    • Landing page experience
  • Why It Matters: Higher Quality Scores lead to lower CPCs and better ad placements.

Top of Page Rank

  • Definitions:
    • Impression (Top) %: The percentage of impressions where your ad appeared above organic results.
    • Impression (Abs. Top) %: The percentage of impressions where your ad appeared in the absolute top position.
  • Why It Matters: Indicates ad visibility and dominance in search results, crucial for brand awareness and CTR.

Search Impression Share

  • Definition: The percentage of total eligible impressions your ad received.
    • Formula: Search Impression Share = (Impressions Total / Eligible Impressions) ×100
  • Why It Matters: Shows how often your ads are being shown compared to competitors.

Click-Through Rate (CTR)

  • Definition: Percentage of users who clicked on your ad after seeing it.
    • Formula: CTR= (Clicks / Impressions) X 100
  • Why It Matters: A key indicator of ad relevance and user engagement.

Cost Per Click (CPC)

  • Definition: The amount you pay for each ad click.
    • Formula: CPC = (Total Ad Spend / Clicks)
  • Why It Matters: Tracks efficiency in driving traffic and influences overall ROI.

Conversion Rate (CVR)

  • Definition: The percentage of users who completed a desired action (e.g., purchase, signup) after clicking on your ad.
    • Formula: CVR =(Conversions / Clicks) × 100
  • Why It Matters: Measures campaign effectiveness in driving meaningful outcomes.

Campaign Types

Search Ads

Description: Text-based ads that appear on Google search results pages.
  • Key Features:
    • Triggered by specific keywords.
    • Appear above or below organic search results.
    • Include a headline, description, and display URL.
Best For: Driving website traffic, capturing intent-driven leads, and direct response campaigns.

Display Ads 

Description: Visual ads  displayed on websites, apps, or YouTube through the Google Display Network.
  • Key Features:
    • Support banners, text, and interactive media.
    • Target audiences based on interests, demographics, or browsing behavior.
Best For: Brand awareness, retargeting, and reaching a broad audience.

Local Ads

Description: Ads that promote local businesses or drive in-store visits.
  • Key Features:
    • Appear on Google Maps, Search, YouTube, and Display Network.
    • Showcase location, reviews, and call-to-action buttons.

Best For: Businesses with physical locations looking to increase foot traffic.

Remarketing Ads

Description: Ads targeting users who have previously interacted with your website or app.

  • Key Features:
  • Display personalized ads based on user behavior.
  • Available across Search, Display, YouTube, and Shopping.
Best For: Re-engaging past visitors and increasing conversions.

Shopping Ads 

Description: Product-focused ads that display specific items with images, prices, and descriptions.
  • Key Features:
  • Appear in Google Shopping, search results, and Display Network.
  • Showcase product details directly in the ad.
Best For: E-commerce businesses looking to promote products and drive sales.

Smart Ads

Description: Automated ads that use machine learning to optimize performance.

  • Key Features:
  • Automatically generate ads and adjust bids based on campaign goals.
  • Focus on simplicity and automation.
  • Best For: Small businesses or advertisers new to Google Ads.

App Campaign Ads

Description: Ads promoting mobile app installs and engagement.
  • Key Features:
    • Appear across Search, Play Store, YouTube, Display Network, and Discover.
    • Automatically optimized using machine learning.
Best For: Driving app downloads and user engagement.

Performance Max Ads

Description: A goal-based campaign type that runs across all Google properties.
  • Key Features:
    • Covers Search, Display, YouTube, Discover, Gmail, and Maps.
    • Uses machine learning to optimize placements and targeting.

Best For: Maximizing conversions or revenue across multiple channels.

Discovery Ads  

Description: Highly visual, personalized ads appearing in Google Discover, Gmail, and YouTube.
  • Key Features:
    • Focus on visual appeal and storytelling.
    • Reach audiences at moments of intent and discovery.

Best For: Increasing brand awareness and inspiring action.

Video Ads

Description: Video-based ads displayed on YouTube and the Google Display Network.

  • Types of Video Ads:
    • Skippable In-Stream Ads: Play before, during, or after a video; viewers can skip after 5 seconds.
    • Bumper Ads: 6-second non-skippable ads.
    • In-Feed Video Ads: Appear in YouTube search results or alongside related videos.
    • Best For: Building brand awareness, storytelling, and engaging audiences.
    • Description: Ads that promote local businesses or drive in-store visits.
  • Key Features:
    • Appear on Google Maps, Search, YouTube, and Display Network.
    • Showcase location, reviews, and call-to-action buttons.

Best For: Businesses with physical locations looking to increase foot traffic.