10+ Google Ads Terms You Should Know

Before running running Google ads, you need to know the basic concepts and terms. Understanding them thoroughly gives you the knowledge to set up a Google Ads campaign more easily. Let's go through MONA Media the Google Adwords terms in this article!

Google Ads terms

Ad group

An ad group is a set of keywords, ads, a budget and a delivery plan aimed at specific target audiences, defined within one campaign.

Example: if you run a campaign selling windbreaker jackets, you can set up ad groups for online sales, women's windbreakers and men's windbreakers. Within each ad group you then create several ads.

Ad extensions

Google ad extensions are a Google Ads feature that lets a business add extra information. This information appears in blue below the ad description.

Example: phone number, address or website.

Google Search Network

This is a group of websites that contain keywords related to the keywords customers search for and are allowed to show your ads. When you advertise on the search network, your ads can appear on Google properties such as Google Shopping, Google Maps and Google Images.

Google Display Network

Google Display Network is a collection of websites that display ads, such as Dan Tri, Zing and YouTube. The Google Display Network lets your ads reach customers as video, text or banners.

Text Ads

These ads show advertising text and describe the message. This is a very common type of text-based ad.

Location Targeting

Lets you choose specific geographic locations to make your ads stand out and reach target customers more closely. You can set ads to appear at the level of a province or city, a region or a custom country. This feature is very useful for businesses, especially companies that want to advertise keywords in a small area, and it suits small and medium-sized businesses.

Campaign

A campaign is the top level in the account structure. A campaign is made up of several ad groups. The ad groups share the same budget, settings and campaign type.

Keywords

Google Ads keywords are the words or phrases chosen for your ads. They decide when and where your ads appear when customers search. This is a very important part of advertising. So when building a keyword list, put yourself in the customer's position to see what they need and how they put it into words.

Statistics terms

Quality Score

The Quality Score is calculated when your keywords match customer searches, which triggers your ad to show on the user's search page.

Google Ads Quality Score is determined by how relevant your set keywords, your ad and the ad's landing page URL are to one another.

The higher the Quality Score, the higher your ad position and the lower your cost per click. That means your ad or keyword and your landing page are relevant and useful to viewers.

Conversion

When a customer clicks your ad and is taken to the landing page, then completes a purchase or fills in a form, that counts as a conversion on the landing page.

Impressions

The number of times your ad is shown on Google

Ad Rank

Ad Rank determines where your ad is placed on a page. The rank score is based on your bid and Quality Score for one click.

Call to Action (CTA button)

A CTA is a call-to-action button. When you want users to find you, it uses short phrases with action words such as “Act now”, “Get”, “Buy”…

Click Through Rate (CTR)

CTR is the statistic for how often customers click your ad.

The click-through rate formula is: CTR = clicks ÷ impressions

Example: if customers click your ad 10 times and the ad has 1,000 impressions, your click-through rate is 1%.

Landing Page

A landing page is the target page on a website to which you deliberately direct users toward an action or a click.

Optimization

Optimization in Google Ads is the process of modifying your ads to improve Quality Score on the web page and bring traffic closer to your target customers.

Actual Cost per click (ACPC)

This is the actual amount you pay for one click on your ad. The cost can be lower than the maximum bid you set beforehand. Max CPC is the most you are willing to pay for one click on your ad.

Average Cost per Click (Avg. CPC)

The average amount you pay for one click on your ad.

Example: you get 2 visits from your ad, one with a bid of $0.2 and one with a cost of $0.4. Your average CPC is (0.2 + 0.4) / 2 = $0.3

Split Testing (ad bidding strategy)

A bidding strategy is how you set your pricing approach to pay for viewers interacting with your ad on Google.

Daily budget

The amount you spend on advertising in one day is called the daily budget.

The amount to pay for ads

Pay-per-click (PPC)

PPC is a way to get your ad onto the search page by paying whenever someone clicks it.

Many people often confuse PPC and CPC. You can tell them apart as follows.

• PPC is a type of marketing activity where you pay for ads.
• CPC is the rate, in currency, you accept to pay for one click on an ad.

Cost per Mille (CPM)

For 1,000 impressions, the cost is charged as CPM. This billing method is the most common in display advertising.

Ad structure terms

Headline

The ad headline usually appears as blue text in the ad.

Destination URL (final URL)

The destination URL is the address of an ad within an ad group that you want users to reach if they click your ad. Customers see only the ad image, not the URL in the ad.

Display URL

The display URL is allowed to appear in your ad, usually above the description, in green. You can adjust it to increase brand recognition and make your product or service clearer, which can raise the conversion rate.

Side Ad

These are ads shown on the right-hand side of the search results page (SERP).

Top Ad

This is the type of ad shown inside a featured box above the search results, without being paid for.

Those are the Google Ads terms you need to know before running any other Google Ads services campaign. We hope these Google Adwords terms help you as you run your Google advertising. Good luck with your ad campaigns!