Google Ads Glossary (2022): Top 100 terms you need to know from scratch to advanced

There are many things you need to know in Google Ads if you are running campaigns to reach out to potential customers, When you know all these terms and those meaning then you can easily understand your campaign reach

It is not only important to create a campaign and it is also very important to know the meaning of each and every segment in Google Ads

Here I’m going to define each and every term that present in Google Ads with clear explanation and examples and I’m sure it will help out for your better PPC Marketing

Ads Account:

The first and most important thing you have to do is to create an account. Google Ads Account is something where an individual or an organization stores all the information related to Online advertising. To create a Google Ads Account, you need to visit Google Ads Home page and click on Sign in and complete the Signing process using Google Account information. Sub-accounts created under a primary account with a set of restrictions and access.

Ad Customizers:

Ad Customizers are those that will help to automatically upload the information about your final text ad. This uses a special technique called Dynamic Keyword Insertion. It allows you to include the matched keywords from the ads group into the text ad to appear relevant to the search the user is searching for.

Ad Extensions:

Ad Extensions means the extra work around done to your ads to make it more relevant and thus helps in getting more chances of being clicked. There are many Ad Extensions available based on the purpose. Use of these extensions will not only help in your business growth also helps in the boost of your rankings.

Affiliate location extension: helps in directing the people to the nearby stores. Specially applicable for consumer products and related websites.

App extension: App extension helps you in adding a link to your app on Google play store 

Call extension: Call extension enables you to add the mobile number onto mobile devices, tablets, and desktop devices. Along with the ad, the mobile number can be included.

Call-out extension: Call-out extension allows you to add short snippets of text along with the ad. Call-outs usually include multiple features, selling points that are not added in the main ad text.

Location extension: This extension helps add the location details to the ad so that it will give the users an idea about the business location.

Message extension: Message extension provides the option to contact the business employees or business holders by sending a text message from the ad.

Price extension: This provides an option to add the individual products or services to the ad and the price details. It gives the flexibility to click on the item and navigate to the relevant page that includes the product.

Sitelink extension: It includes the additional links along with the ad. It allows 2-6 site links along with the ad.

Seller rating extension: It allows us to show the customer feedback and reviews. It gathers all the information from the reputable sources and displays the results automatically.

Promotion extension: It helps to add a discount to the ad. It can directly show up the percentage or an amount that is given as off.

Structured snippet extension: It helps in adding an extra feature like highlighting the features of the products and services related to your business, which will gain more sales.

Ad Group:

An Ad Group is a group of ads sharing common keywords. They are used to keep your account organized. To specify an ad group, Campaign must be created. By creating both Ad Groups and Campaigns for a specific product or service, you can create a list of keywords that relate to the ad texts and ads that link to your website.

Ad Preview and Diagnosis tool: 

Diagnosis tool is something which helps in identifying why your ads are not appearing in the search results. This gives an idea if your ad has to appear for the particular keyword based on the language and location. Search Engines like Google provides very own preview tool to preview your ads using Web Designer.

Ad Rank: 

Every search engine will rate all the websites based on their behaviour and performance and displays the search results from top to bottom according to their ranks. A website with a high score will be on top and followed by second and third. Likewise, search engine rates ads as well based on their Quality score, ad extensions and bid received for the ad.

Ad rotation:

Ad Rotation is a customizable campaign setting provided by the search Engine which automatically rotates ads once set within your ad groups. In simple words, if you have one or more ads in your ad group, ad rotation will rotate your ads because no more than one ad of yours can show at a time.

Ad Schedule: 

Ad scheduling is used to improve the Campaign’s performance. Ad Schedule helps to deliver ads in a specific time and date mentioned by the advertiser. The plugin allows the advertiser to select the desired date and time for the specific ad and the campaign will start to deliver ads on the time and date set by the advertiser.

Ad Strength:

Ad Strength measures the performance of an ad and helps you to focus on key points to provide the right measures to your customers. Adstrength is calculated based on relevance, quality score and headings and descriptions in responsive search ads. The categorization will be from Poor to Excellent.

Add Observation:

Add Observation helps you to monitor how ads are performing.


AdMob is a platform where one can earn money by displaying the ads alongside their content. It promotes application developers to develop their ads in applications. It is widely used to promote the downloads of the applications. Advertisers earn their revenue by displaying ads of other apps on their mobile application.

Aggressive Targeting: 

It is a technique used to track additional customers around your current cost per customer. The primary goal is to get many conversions as possible. One should keep in mind that aggressive targeting will only be achieved by getting 15 conversions per month for our campaigns.

All Conversions:

Conversion tracking is the measure of a number of users visited essential pages on your website. The count of all conversion tracking actions such as phone calls, cross-device conversions, store visits and more.

App Extension:  

App Extensions are those which will allow you to customize your content in the app and make it available to the users. In specific, whenever you are using an application, you will be able to see information about other apps which are created by using app extensions. These are mainly used to promote your applications.App Extensions may vary based on the mobile operations systems.

App Install Conversion:

It gives the number of times that your application has been downloaded from application stores. It also provides an idea of how your ads are being published and helping the users to download your app. This conversion rate will be obtained from the play Store or Apple Store.

App Users:

An Application is a type of software designed to perform specific tasks on mobile and PC platforms. The persons who use those applications are called App Users. The applications will allow you to do a limited number of operations, so users don’t have to go through the entire website. Applications should be accurate and user friendly to use.

Assisted Conversion:

Assisted conversion refers to the transformation that happens when the user first clicks on the ad and then later converts or purchases by clicking on another ad. It is common with the users who will view all the different available options before they perform an action via the ad.


An attribution in google ads is an option that helps in controlling the conversion credit for a campaign, ad group, keyword, match type, device etc. There will be multiple options in the google account that allows you to select from the different categories and models available.


The audience, in general, refers to the targeting people or the online users you would like to target to get more traffic and leads to the website. This is usually based on online user behaviour and interest. This audience list can be used in the future as well to target via remarketing, app applications, youtube video applications etc.

Automated rules:

Automated rules are a small concept that makes things easier. It is usually a set of instructions or conditions set up automatically to perform any changes in the campaign, keywords, ads, ad groups etc.

Automatic Placement:

Placement of Ads is done by Google sometimes. This scenario arises when you have not set up or specified the location where the ad has to appear. So, when you do not define, Google will automatically select its own place based on the targeting methods and places the advertisements accordingly.


Auto-tagging is a parameter that will be added to the URL automatically. Upon doing this, the data will be pulled by the Google analytics tool into the reports.

Average position:

Average position reveals the complete information about where the ads are placed. It provides the calculated score by performing the division between actual by the total number of impressions. Let us say if you  have received 2 impressions with one impression in position1 and the other in position 2; then the average will be 1.5, the same will be reported in Google Ads as well.

Bid Adjustment:

Bid adjustment is the terminology that gives us the percentage increase or decrease in the bid value. This adjustment is purely based on multiple parameters like the location, devices, targeting methods, content, schedules etc.

Bid strategy:

Bid strategy is one of the key terms to be considered as it specifies on how you will proceed with the payment to reach the people using the ads. Some of the bidding strategies are CPA, CPM, ROAS, enhanced CPC, manual CPC, viewable CPC etc.

Broad match:

A broad match is a keyword match type that will display the ads based on the keywords that you use along with the other related words that match your search query. They could likely be some less relevant search queries as well.

Broad match modifier:

Broad match modifier will help in targeting the audiences that specifically reach for the keyword that you enter in the search bar. The broad match modifier can be specified by using a plus before the word.


Budget is the setting in the campaign that helps you to analyze and add the budget value that can be spent on the ad campaign. It depends on you to select the budget to achieve the reach rate as expected. 

Bulk operations:

Bulk operations help in performing some particular actions in your account. They include some scripts, edits, bulk uploads, automated rules etc.

Bumper Ad:

A bumper ad is a small video ad that is basically designed to create awareness and increase awareness. The time duration of the video could be 6 seconds or less than that as well.

Call the Only ad:

This ad helps in adding the phone number as a top headline and is applicable only for users who use mobile applications. It is flexible for the users to click on the ad wherein they will be able to reach out to you directly via call.


The campaign is the top-level structure of the account. Or more campaigns can be created. Campaigns can be created based on advertising objectives. It is usually the place where you specify budgets, targeting, bud strategy, targeting etc.

Campaign groups:

Campaign groups help you in managing and monitoring the performance by setting a target for the amount that you would like to spend on a click or conversion.

Change history:

This option helps in identifying the changes that are done in the account.


Click is an action taken by the online user when he views the ad. The online user views the ad and clicks on it once, which will be considered as one click. The advertiser is charged for the campaign.


Allows the modification to the data that are present in the campaigns. It includes multiple options which will be based on interaction related like cost, conversions etc.

Conservative targeting:

It is the targeting option in the display network campaigns that use the conversion tracking details and help in finding out additional customers around current cost per the customer.


Conversion is the term that refers to the action taken by the user after viewing the website.

Conversion rate:

It is the percentage of the clicks or interactions made by the users that results in a conversion.

Conversion category:

Allows the classification of the conversions. Conversion can be either lead, sign up, sale etc. Conversion category could be any of them based on the goal that you have set up for your website or business.

Conversion value:

Conversion value refers to the amount that you think that the conversion is worthy based on your business. Some of the operations like configuration of the conversion, transaction amount etc. would define the conversion value.

Conversion window:

Conversion window refers to the time duration that is given to perform a conversion after the user clicks on the ad. The default conversion window is 30 days that is usually selected by most of the Google Ads advertisers and users.


Cost refers to the amount of money that is spent on performing the desired operations or actions. In Google Ads, it could be either clicks, view, impressions etc.

Count down:

Count down option is available used to include the number of days until a particular time frame or date/time. The editor will allow you to customize the countdown by typing count down.


CPA stands for cost per acquisition that is considered as the average amount that you would like to pay for an action that leads to the conversion.CPA is a calculator by performing division between total cost and the number of conversions.


CPC stands for cost per click. It specifies the amount that you would be spending for a single click. There will also be another option called manual CPC which requires more amount than selected as it uses an auction to display the ads.


CPM stands for Cost Per Mile or Cost per thousand impressions which is another bidding option that is specifically used to pay for 1000impressions (clicks do not matter). This approach is best applicable to those who would like to improve the brand awareness rather than conversions.


CPV refers to Cost Per View which is a bidding option that involves payment for every video that is viewed.

Cross-device conversion:

Cross-device conversion is the conversion that happens when the user uses two different devices, one for viewing or clicking on the ad and the other to complete the conversion.


CTR stands for Click-Through rate. CTR is the percentage of the impressions which results in a click on your ad. Let’s say; there is an ad with 100 clicks and 1000 impressions, then CTR=10%.

Customer match:

Customer match helps in adding the email address for the contacts already as a remarketing option. The email address and the google accounts have to be matched to add them to the remarketing list. 

Default bid:

Default bid is the bid specified in the ad group in an ad auction. The default bid can be overridden by adding a specific bid for the keyword. The specific bid can either be high or low than the default bid amount.

Delivery method:

Delivery method is used to choose the budget that you would like to spend per day. It also shows the impact how the ads will be shown if the campaign is limited by the daily budgeting amount. It includes multiple options like:

  1. Accelerated delivery: Spends the daily budget as soon as possible. Once the daily budget is reached, ads will not be displayed anymore.
  2. Standard delivery: Standard delivery method is a default delivery method that spreads the budget through out the day instead of using and stop displaying the ad.

Display planner:

Display planner is the tool that is not available as of now. It was used for adding and managing the targeting options in the google search and display networks.

Display targeting:

Display targeting options can be added once the display campaign is created. Some of the display targeting options are listed below:

  1. Display keywords helps in adding or choosing the keyword that are matched to the content on the pages within the display network.
  2. Placements: Finding the relevant placed and adding them automatically to display the ads.
  3. Topics: Includes the predefined list of content topics .
  4. Interests: Allows you to target the audience based on their interest and browsing behavior.
  5. Remarketing: Allows you to target the people who have previously performed an action or interacted with the organization.
  6. Demographics: Allows you to target the people based on the parameters like age, parental status, gender etc.

Display URL:

It is the URL that the people would see in the ads. It need not be the same as that of the Landing page URL.


Allows creation of draft versions of campaigns which can be added to the account.

Dynamic Ad:

Dyanamic Ads will automatically select the landing page, create a headline and display the URL. Only description needs to be added from your end. Dynamic ads can be created for search and display networks.

Dynamic Keyword insertion:

The dynamic keyword insertion is used for the large set of keywords which look similar. It includes the keywords from the ad group into the text ad so that it will appear when someone searches.

Dynamic remarketing:

It is the remarketing that will change the products and services automatically based on what someone has viewed on your website.

Dynamic Search Ad:

It is a text ad format that matches the search query to the landing page on your website.

Earned view:

Earned view refers to the additional or free views for the videos on Youtube after a user watches the video for the first time.


Editor is a desktop application from Google that provides the flexibility to manage the Google ads account. Editor is used for making the changes on a scale. It allows downloading of the campaigns and then can be managed offline before uploading back to the live account.

Enhanced CPC:

It is the bidding option available in Google Ads that will increase the final bid automatically if Google analyses and understands that there is a chance for conversion. Google will use machine learning to understand if the click is likely leading to a conversion or not.

Effective CPM:

Effective CPM helps in converting CPC bid to an equivalent CPM  bid for the ads that are competing on the Google Display network.

Exact Match:

It is a keyword match type that shows the ads when the search query and the keyword added is the same.

Exact Match Impression Share:

Impression share is calculation done if all the keywords are set to the exact match.


A experiment is a term that allows to perform the changes or test the changes to the campaign, ads , ad groups etc. You can create an experiment by creating a draft and apply the changes accordingly to the draft and launch the experiment.


Filter option helps in narrowing the focus on what is inside the account. Filters can be placed based on the information that you would like to see and retrieve. Let’s say, you would like to gather the information about the location as Canada, then you can filter based on location to check the conversions etc.

Final URL:

Final URL refers to the redirecting landing page that you would like the users to navigate when they click on the ad.

Frequency cap:

Frequency cap helps us in setting up the number of impressions for a particular ad, or the number of times the ad can be viewed by the users. It helps in controlling the number of views. It can be setup at different levels like campaign, ad level, ad group level, weekly or monthly basis.


GCLID refers to Google Click Identifier. It is added to the URL of the landing page when auto tagging is enabled in Google Ads. A unique identifier will be assigned to each click.

Gmail Ad:

Gmail Ad is one of the Ad formats that is represented in an expandable bar at the top of the gmail accounts.

Google AdSense:

It is a google program for publishers to monetize the website content. For display network ads, there should be some space needed on the Google partnered websites. This happens through google adSense

Google Analytics:

Google Analytics is a powerful tool by Google that provides the insight of the user behavior on the website. Interlinking the ads to Google Analytics will provide better reports for analysis which gives the performance details. It also enables us to understand how people are involved and engaged with the website content when they perform an action or clicking on the ad.

Google Display Network:

Google Display network refers to the platform that allows us to display the ads within the websites. It is specifically for the online users who are engaged with different types of content.

Google forwarding number:

This uses one of the Google phone number in the ads and forwards to your own number, simple as call forwarding. Google forwarding number will provide automatic call reporting and used for tracking the conversions.

Google Merchant Center:

Google merchant center is mainly used in shopping campaigns. It is the Google platform that allows submission of the inventory of the products. This helps in the management of the campaigns of the shopping sites based on the inventory levels.

Google search network:

As the name itself tells, it is the advertising way to represent the ads to the users searching for the information online. It helps target the people looking for similar products related to your business based on the niche.

Google Search partners:

Google search partners are nothing but the third party websites that provide the search option. It also includes other Google-owned properties like Google maps.

Image Ad: 

Image ad is the type of ad that includes an image which could be either a static or animated one. 


One impression means that the ad is displayed once. Clicking or not clicking on the ad does not matter. In-display networks, impressions play a vital role and will help in setting up the bid options accordingly.

Impression Share:

Impression share is calculated based on the percentage of the number of times a campaign was eligible to display the ad rather than the ad being shown.


Interactions refer to the actions taken by the people when they view the ads. There will be a charge included for every interaction with the ad. Like clicks on the ad, calls by viewing the ad, views on the video ad, etc.

Interaction Rate:

The interaction rate refers to the total number of interactions divided by impressions.

In-app conversion:

App conversion is performed in the mobile app. This could either include the creation of accounts or purchasing the app etc.

Invalid clicks:

Some of the clicks could be either automated or not intended to do. The bot will do some of the clicks. Google will identify such clicks, and they are called as invalid clicks.


The keyword is the search query that the online users use to search and find the information related to it. Keywords play a vital role in SEO.

Keyword planner:

A keyword planner is an essential tool used for keyword analysis. It provides suggestions along with the ad group ideas, clicks, search volume, and other aspects related to the keyword analysis.


The label refers to the short descriptions that help in the interpretation and reporting of the campaign labels are added to the campaigns, ads, ad groups, etc.

Language targeting:

Language targeting helps add the language you would like to use for your Campaign. Google will also perform a check on the language, and the ad displayed.

Location targeting:

 Location targeting helps in choosing the location that you want the ad to be displayed. Based on the area, the targeting is done. This depends upon the business that would run as per your requirements.

Lost impression share:

Lost impression share is the term used in Google ads representing the percentage of impressions where the ads have the eligibility to be displayed. However, it could not be displayed due to some valid reasons like low ad rank, low budget, etc.

Match type:

Match type is the option that allows you to control the keywords based on the search keywords that users usually use to find some relevant information on Google. Match types are broad match, negative match, exact match, phrase match.

Manager account:

Manager account is referred to as an umbrella account that helps in managing multiple Google ads accounts. Manager accounts are mainly used by the agencies that require numerous account management to perform the activities involved in it. Manager accounts were initially called My client center accounts or MCC.

Maximize lift:

Maximize lift is also one of the automated bidding strategy that adjusts bids based on someone’s interest or the likelihood of interest in your brand after watching the video ads.

Maximize conversions:

Maximize conversions is an automatic bidding strategy that helps to drive more conversions to your Campaign. It is the smart bidding campaign that uses Google machine learning and conversion data.

Mobile speed score:

Mobile speed score helps in analysing and improving the performance of the landing pages within the website using mobile devices. There will be a score given to the different landing pages present in the website.

Narrow targeting:

Narrow targeting is the targeting method available in display campaign. It is specifically to state that all the targets have to be matched for the ad to be displayed.

Negative match:

Negative match in Google Ads refers to the irrelevant match or a match type that prevents the ad from being displayed. A negative match can be combined with other match types.


Google Ads help target the ads to the Google search network, display network, and Google partners.


Notes is the availability option where you can save any information. It could be by any user who has access to Google Ads. These help in adding some context to the account, campaigns, and ad groups.

Offline Conversion:

Offline conversion is the conversion that happens offline. It allows us to import the data that includes the click’s details that led to offline conversion.

Parental status: 

Parental status is the bidding option for display campaigns that utilize the data that possess the behavior of the data, whether they have children or do not have children.

Phrase match:

Phrase match is the keyword match type that shows the ads based on the keyword that you are using to bid that is included in the search query. For example, digital marketing is the keyword, and it will match the searches like online digital marketing, etc.

Physical location:

As the name itself states, physical location refers to the geographic location of the audience. This is based on the IP address, internet connectivity details, GPS, and many more.


Placement refers to the place where the ad can be shown on the Google display network. A placement can be either website or app or a video based on the requirement.

Product Group: 

The product group refers to the set of products combined and included in shopping campaign.

Quality score:

Quality is one of the essential metrics and measures considered by Google Ads. The quality score is based on multiple factors like relevancy, bounce rate, landing page experience, and click-through rate. 


Quartile is a metric in google ads that helps to know the viewers and how many people view the particular video ad. Reporting of quartiles is done based on the people viewing either 25%, 50%,75%, or 100%

Radius targeting:

Radius targeting is an option available to set up the radius around the address or locate it in the maps.


Recommendations option is available in Google Ads that provides recommendations for improvement in the account. Recommendations can be anything like budget changes, keywords, etc.

Remarketing List:

Remarketing List helps you in targeting the people who had previous interaction within the website or organization. The remarketing lists can be created in Google Ads or analytics as well.

App users:This refers to the addition of the people to the remarketing List who have already taken some actions within the app.

Customer emails: Adding those people to the remarketing List by adding their email addresses to Google Ads and matching email addresses to the Google Accounts.

Website visitors: Adding those people to the remarketing List by checking the visitors to the websites or the pages within the website.

Youtube users: Adding those people to the remarketing List based on the channel and interactions made on Youtube by the users.

Remarketing lists for search:

Remarketing lists help you in modifying the bids, particular target keywords, or show specific keywords. This happens when someone is added to any of the search marketing lists.

Responsive display Ad:

A responsive Display ad is the default ad format that is used by display campaigns. Responsive display ads will include multiple assets like headlines, images, descriptions, logos, etc. In this ad format, the ad will be automatically created based on the different assets available.

Responsive Search Ad:

Responsive Search Ad is the format that allows you to add multiple descriptions and headlines. This ad format will enable us to add at least five headlines and four descriptions.


ROAS refers to a return on Advertising spend. This is a metric that allows us to understand and analyze the revenue terms. ROAS percentage obtained by the division of total revenue by total advertising spend.


The script in Google Ads helps in managing the account using JavaScript. It provides an opportunity to view the data from the external system to modify the bids accordingly.

Search query:

A search query is the text that the online users use to perform a search related to any information that they would like to know. The keyword that the online user uses may not always be the same, as there are different keyword match types.


The segment is the term used in Google Ads that helps in viewing the breakdown of the different metrics in the account. The segmentation could be done by selecting the segment by data, conversions, devices, clicks, etc.

Shared Budget:

The shared budget is the daily budget that is set up and applied to one or more campaigns.

Shared Library:

Shared Library provides an option or includes the selection of features that you can utilize across multiple campaigns.

Shopping Campaign:

Shopping campaign is the type of Campaign that shows the different products available and linked from the Google Merchant account. Bidding can be prioritized, and the filter option is available to filter the products within the shopping campaign. Products will be displayed automatically based on the search query entered by the end-user.

Shoppable Image Ad:

Shoppable Image Ad is the ad format that allows you to link the products in Shopping campaigns. The ad will appear as tags within the images. For example, a blog can include different images like someone wearing jeans, a t-shirt, shoes. Each item will be tagged and linked to the product based on the availability to purchase. 

Showcase Shopping Ad:

Showcase Shopping Ad is the format that allows the user to include multiple items in a single ad itself. For example, a user searches for a laptop bag, but the ad could consist of various types of bags.

Site Category Options:

Site category options will provide the compatibility to select and exclude the ads from being displayed only on a particular type of the content in the search network offered by Google.

Smart Bidding:

Smart Bidding refers to the different types of bidding strategies available in Google Ads. Some of the smart bidding strategies are: maximize conversions, target ROA, Target CPA. The bid adjustment will be made by Google machine learning and its strategy.

Smart Shopping Campaigns:

It is a campaign type that is provided by Google Ads when shopping ads are created. This allows Google to automatically place the ads in the required advertising networks, search networks, Youtube and Gmail, etc.


Google Ads includes a status column that lets you know if the ads are approved to reflect on the site. The status: eligible or approved states that the ad is approved while disapproved means it is not accepted as it could not meet the requirements as needed. 

Top Content:

Top content in display campaigns, refers to the option that allows the users to set up the bid adjustments for content that Google thinks is popular. It helps in improving and increasing the bids and also provides more impressions and engagement.

Tracking template:

The tracking template helps in including some additional information to move on to the landing page. There are different templates used in tracking templates that help in customizing the user experience on the website.


True View is one of the video ad formats that allow people to pay when they watch and engage in the video app on YouTube.

Universal App campaign:

Universal App campaign is one of the campaign types specifically designed to drive the installs either on mobile android or ios apps. Ads will appear on the Display network, google search network, and google play.


ValueTrack provides the details or information on how people found and interacted with the ad till the landing page. The features or information could be either type of device, targeting type, watch type, etc.

Viewable CPM:

Viewable CPM ( Cost per thousand impressions) allows you to define the amount that you would like to spend per 1000 viewable impressions. It does not depend upon the number of clicks, while the impression is calculated if the user has atleast watched 50% of the video ad.


View Is the term that is used to understand that someone has watched your video ad. There will be charges applicable based on the views and the number of views.

View-through Conversion:

A view-through conversion is an option or metric available in Google Ads that provide us with the information like which person sees the ad and does not click on it. Later on, the conversion will be done by the same user.


Youtube is the video platform supported by Google, allowing users to view, create, and add videos. It is the video-sharing website that allows more traffic to the site and involves user engagement.

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