Google Ads Dictionary

Written by

Marc Salvador

SEM · 09 / 01 / 2020

Whether you have just landed in the world of Google Ads (former Adwords) or if you are an experienced Account Manager, it is always good to have a guide with the updated terms of the PPC world at hand. In addition, this Google Ads dictionary will serve as a refreshment and help to understand many of the technicalities that we usually present in our articles.

Concepts from our Google Ads Dictionary

We will start with the most basic and essential notions that every Google Ads dictionary must have:

PPC (Pay Per Click or pay per click) – An advertising method, where the advertiser pays for each click received through from different platforms, including Google Ads.

Bid or bid – The maximum amount you are willing to pay for a click, an impression or even a conversion within our ad groups or campaigns.

Types of Bid – There are several ways to place a bid when it comes to showing our ads. Specifically there are three types of bids: focused on clicks (CPC), impressions (CPM), or conversions (CPA).

PPC campaign management – Service provided by certified or professional agencies that help companies achieve their PPC objectives and maximize profitability.

Landing Page – Website or url where we take users after clicking on an ad. It is important to keep in mind that the quality of the landing page is a very important factor in determining the quality level of our ad.

Pixel, Tracking code or tag – Small piece of code added to a web page to be able to pick up an event or action performed by the user after clicking on an ad. It is what allows the tracking of conversions and micro-conversions.

Configuración de la etiqueta

Remarketing – Allows advertisers to show ads to users who have previously visited your website.

Ad Group – Each ad group that forms a campaign includes a number of elements; keywords, ads, extensions, audiences, locations, etc.

Campaign – Each campaign consists of several ad groups that share a goal, a budget, a location, a language, a bid strategy and another row of key pieces for optimizing it.

Audiences – In PPC, the public is used to define target customers with PPC ads. An audience can also be a specific group of users who have visited a page of a website or have taken a specific action. They are public that can be used in remarketing campaigns. Advertisers can also create custom combinations, which can be a good way to reach more specific audiences.

Daily budget – An amount set for each advertising campaign to specify how much, on average, you want to spend each day. However, it should be known that in a single day, you could double the indicated budget, or what is the same, spend up to 100% more budget.

Shared budget – It is a functionality that allows defining a single budget for a defined set of campaigns. Useful to facilitate the handling of budgets in multiple campaigns but not recommended if we want to maximize the profitability of an account.

Concepts about Google Ads tools

We continue with more key concepts, in this case about internal or external tools to the platform:

MCC (My customer center) – A powerful tool for managing several Google Ads accounts. MCCs are ideal for large advertisers with more than one country or account and even for agencies.

Google Merchant Center – A key tool that helps advertisers upload product feeds for them to be used in marketing campaigns Google Shopping.

Google Editor (Google Ads Editor) – A free Google software that allows you to make changes to your accounts in bulk. Add new campaigns, adgroups, ads, keywords, make bid changes and more, even offline.

Keyword Planner – A free tool within the Google Ads interface that is useful for estimating traffic volume, identifying negative keywords and determining the level of competition. Advertisers can also use this tool to discover new keywords and make estimates of average cpc.

Planificador de palabras clave de Google Ads

Change history – Also within the interface, we find a tool or section that shows the changes that have been made to the account in recent years. You can see in detail what bid changes, status, and inclusion of new keywords have been made, as well as who made them.

Google Ads scripts – Programs developed in JavaScript that allow you to perform multiple actions on the accounts in a massive and automated way. It is one of the most advanced features of Google.

Search Query Report (SQR) – Also known as “Search terms report”, the incorporation of this script allows advertisers to review the search queries that have activated our ads. This script is very good for identifying new profitable keyword ideas and blocking irrelevant queries.

Time Schedule – Setting that allows you to control and specify what hours and days of the week you want the ads to appear, based on the expected success. There are scripts that facilitate this task and make time changes automatically.

Automated Rules – The Google Ads interface allows you to create rules that automatically adjust the status of ads, budgets and offers, allowing us to be more efficient managing campaigns. They can also be customized based on the KPIs.

Optimization Software – This type of software is mainly used for automatic bid control. In addition, such software is also useful for consolidating multiple advertising channels in one place, as well as for creating high-level (business) rules. It is very useful for optimizing PPC accounts of an already considerable size. Acquisio, Kenshoo or Marin Software are some of the best known.

Terms related to the types of campaigns and their ads

It is also essential, within this dictionary of google ads, to clarify the ideas related to the types of campaigns and their ads:

Tipos de campañas en Google Ads

Graphic ads or display ads – Graphic ads to help promote a business with a more branded and awareness-raising approach . Ads of this type allow a variety of sizes and formats, such as static, animated or flash.

TrueView video ads – Video ads through Google Ads that give users the option to skip or not a YouTube ad.

Text ad or search ads – It is the standard Google Ads text ad, usually includes a headline (25 characters in length), two lines of descriptive text (35 characters per line) and the destination URL (the visible URL is limited to 35 characters).

Shopping Ads – Ads for Google Shopping which include product information (pictures, prices, and trade names) without keywords, as they are based on information obtained from the product feed Google Merchant.

Ad Status – The status of an ad describes if that ad can be displayed, and if so, if there are any policy restrictions on how or when it can be executed. The states may be under review, Selectable, Approved and some other.

Keyword or Keywords – A word or phrase that PPC advertisers use to display ads in sponsored search results.

Negative keywords – Advertisers can add negative keywords to their account so their ads are not displayed when a customer writes in a search query that contains that keyword.

Exact Matching – The most specific type of keyword match that triggers an ad when users type the keyword exactly as it is and in the same order. The most relevant will give us although the scope will be the minimum of all types of concordance.

Phrase Matching – Keyword setting that allows ads to appear only when a person’s search includes the exact keyword phrase with terms in front of or behind that phrase.

Broad match – Means that the ad can be displayed if a search term contains the terms of keywords in any order, and possibly along with other terms. Ads can also be displayed singularly or plurally, synonyms, in related searches, and other relevant variations. You have to be very careful with broad matches because they can be very inefficient, especially for small budgets.

Tipos de concordancias

Destination URL – The URL of the page to which traffic is being sent from PPC ads.

Display URL – URL shown in PPC ads. It may not exist and be different from the destination URL although it must be from the same domain as the destination URL. It is usually used to complement the messages of the ads and to gain relevance.

Contextual targeting – Keyword-based targeting that shows ads on relevant sites on the Display Network using keywords and / or topics.

Terms related to campaign settings

The terms related to campaign settings could not be missing in the google ads dictionary:

Manual Bid – Strategy in which we determine and attribute a maximum cpc to our adgroups, keywords, and others. So the management and optimization of bids rests with us.

Puja manual

Enhanced CPC – Bid strategy designed for automatic bid management. This system predicts which bid is the most appropriate or more likely to achieve the goal.

Maximize conversions – Bid strategy that uses conversion history data to predict bids in the auction that help maximize conversions. Useful to make a semi-automated management although to get the maximum performance may not be enough.

Search Partners – Websites associated with Google to show our ads. This option can be deactivated if required since, unfortunately, the performance of the partners cannot be optimized.

Ad extensions – Increase the likelihood of users clicking on ads. Advertisers may include business addresses, phone numbers, links to additional sites or other information.

Site link extensions – Feature that shows links to different pages of a website under the ad text. Site links should direct users to a different destination URL than the main ad.

Location extensions – Type of extension that includes a business address and phone number in text ads. These can be a great way to help attract more customers to local businesses.

Call extensions – Show a phone number along with PPC ads. Useful for local businesses such as restaurants.

Frequency Limitation – A feature that allows advertisers to create a limit on the number of times ads must appear to the same person on the Display Network. Useful not to saturate internet users with our brand.

Managed Placements – Placement targeting allows Google Ads advertisers to choose specific sites in the Google content network where they want ads to appear.

Interest categories – Allows people to reach based on their interests, who browse through the pages on the Google Display Network.

Placement Exclusions – Similar to a negative keyword, they prevent ads from appearing on individual web pages or website categories. These are designed to help increase the relevance and control of ad placement on the Display Network.

Topic targeting – It is based on the content of websites and the way Google classifies them.

Google Ads tags – Allows advertisers to organize items within accounts into groups to group information faster and easier based on the needs of advertisers. Tags can be applied to keywords, campaigns, ad groups and ads.

Metrics concepts

Finally, we can not ignore the definition of the most decisive metrics in our google ads dictionary:

Impressions – Number of times an ad is shown or printed.

CTR (Click-Through Rate) – CTR is defined by dividing the number of clicks on an ad by the number of impressions. It is one of the most important metrics when analyzing the success of an ad, adgroup or campaign.

Average CPC (Average cost per click) – The average amount paid per click at the level of ads, keywords, adgroups, campaigns or any added Google Ads item. The average CPC is calculated by dividing the total cost by the total number of clicks.

Modificar columnas de los grupos de anuncios

Conversion – Action performed by a visitor on the website, such as filling out a form or making a purchase. Google tracks visitors up to 90 days after the click, so the conversion can happen several days after the user clicks on our ad.

Lead – Action performed by a user within our website as; Fill out a form, send an email or download a technical document. So advertisers can retain this user’s information for later use for commercial or informational purposes.

Conversion Rate – Conversions divided by clicks, which represent the rate at which a click on an ad resulted in a desired conversion or action. It is one of the most important metrics at the level of account optimization in Google Ads.

CPC (Cost per click) – The amount of money an advertiser pays to the platform for a click on your ad.

CPL (Cost per lead) – Also known as cost per acquisition (CPA), refers to the amount of money an advertiser pays per share, usually a registration.

CPM (Cost per thousand) – Indicates the cost paid for every thousand impressions of an ad on the display network.

CPV (Cost-per-view) – Used with TrueView video campaigns. In YouTube campaigns you pay only if a user sees the full ad or 30 seconds of that ad (as before).

Impression Share – The number of times an ad has been shown, divided by the estimated number of impressions you would be eligible to receive. Eligibility is based on the orientation settings of the current status announcements, approval, offers and quality levels.

ROAS (Return on advertising investment) – Ratio of money earned or lost in an investment relationship to the amount of advertising (PPC) money invested.

ROI (Return on Investment) – Ratio of money earned or lost on an investment in relation to the amount of money invested.

View-through conversion or Post-view conversion – Provides a measure of the number of conversions that occurred within 30 days after a user saw an ad.

Quality level – A complex and partially hidden formula used by search engines that take into account the expected CTR, relevance and quality of the landing page. This is multiplied by the maximum CPC to calculate the ranking of the ad to determine the position of the ad.

Ad Rank or Ad Rank – Not to be confused with the position of the ad, the Ad Rank is a value that is used to determine the position of the ad in the Google algorithm. It is the multiplication of the offer by the quality level.

And here we are ending, with this dictionary of Google ads for the moment. We hope it helps you to establish concepts that, on the other hand, we will be updating due to the dynamic environment in that we are moving in.


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