Google Ads Terms and Metrics

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:
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- Triggered by specific keywords.
- Appear above or below organic search results.
- Include a headline, description, and display URL.
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.
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.
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.
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.
Performance Max Ads
Description: A goal-based campaign type that runs across all Google properties.- Key Features:
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- 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:
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- 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.
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- Best For: Building brand awareness, storytelling, and engaging audiences.
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- 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.