The most common Google Ads terms
Google Ads terms may seem scary at first glance, But this is not something you are holding on to this powerful platform. This advertising platform allows you and other businesses to deliver your ads to your target audience in various forms.
In this article, we will share 22 commonly used and important terms of Google Ads with you. Knowing these terms is essential at the beginning and will help you to speak in your language with this platform. Then join ded9.
Google Ads Terms
Google Ads is one of the most popular and effective advertising platforms, but this platform’s various sections and terms can confuse anyone. It would help if you got started so that you can communicate with it. This section will introduce you to the most important terms of Google Ads.
1. Campaign
A campaign is a set of ad groups with the same settings and budget. You can choose one of the eight types of Google Ads campaigns to achieve your goal. This platform also allows you to run and manage several different campaigns on your account.
We suggest you read the introduction to Google Ads campaigns from the ded9 blog to determine what kind of campaign you need to achieve your goal. Look at the campaign in a folder on your computer that you can use to categorize your various goals.
2. Ad groups
An ad group consists of one or more keywords and related ads. It would help if you used ad groups to organize your ads based on a common theme. In other words, try to separate ad groups based on the types of products or services you offer.
Think of the ad group as the food plate you are about to deliver to your target audience. You can not offer food that the recipient did not order. For example, suppose you want to run a campaign to sell women’s shoes. Put the keywords “women’s shoes,” “high heels,” and “women’s shoes” on a plate. You can not offer “men’s shoes” on your plate to the audience.
3. Campaign Type
The type of campaign you want your ad to see. For example, your ads will appear on the search results page after selecting your search network campaign. You can choose one of the following eight campaigns depending on your goal in Google Ads:
- Search Network: A text ad is displayed on the search results page.
- Display: The ad is displayed on Google Display Network.
- Shopping: Advertising is presented to the audience in the product slider of the search results page.
- Video: Ads before, during, or after videos are displayed on YouTube.
- Increase application installation: The application advertisement reaches the audience through various channels.
- Smart: Planning and running this type of campaign is the responsibility of Google.
- Local: The ad is shown to the audience that lives around you.
- Discovery: Ads based on user behavior are displayed in the Google Apps feed.
4. Keywords
Keywords are words and phrases related to your product or service. Look at them with the trigger of a gun. Your ad will be displayed when a user searches for a phrase that matches the keywords of your choice. In fact, in this case, the user pulls the trigger, and your ad is executed.
In Google Ads, you specify how keywords match the user’s search term. To learn more about this topic, you can read the guide article on choosing keywords in Google ads.
5. Click Through Rate (CTR)
Click-through rate is one of those Google Ads terms that help you find out if you are doing well or missing a job. The click-through rate tells you how many people have seen your ad, So you realize how high quality, relevant and consistent your ad is with the user’s search intent.
6. Quality Score
Quality score is one of the most important terms of Google Ads that you need to know to achieve your goal. Google strives to provide the best experience for its users. Therefore, it measures the quality of your ad based on the following three parameters and gives it a score from 1 to 10:
- Expected click-through rate: What percentage of users click on your ad?
- Ad relevancy: How relevant your ad is to the user’s search intent.
- Landing page relevancy and speed: How useful your landing page is for people who click on your ad.
Google compares your ad with other similar ads in the last 90 days. It will then tell you the status of each of these parameters. The following three conditions are considered for each parameter:
- Above average
- On average
- Below average
With the help of this report, you will find out which parameters you need to improve to increase the quality of your ad. Quality score is one of the parameters by which Google determines the ranking of your ad.
7. Impressions
Impression refers to the number of times your ad has been displayed. It does not matter if the user has seen your ad or left the search results page before viewing it. In other words, each impression means that the user has triggered the search term, and your ad has appeared on the search results page.
8. Maximum CPC bid
Maximum CPC bid is one of the most widely used terms in Google Ads. This term refers to the maximum amount you are willing to pay per click. However, if someone clicks on your ad, that amount will not be deducted from your account. By specifying this amount, you tell Google Ads that I will not spend more per click on this offer. The price per click (the amount you will be deducted for each click) is determined based on the quality of your ad and the ranking of the person in your lowest ranking.
9. Ad Rank
Your ad rank is a value used to determine the location and position of the display on the results page.
Keep in mind that the ad’s ranking does not mean your position on the search results page. For example, suppose your ad ranks 1. It does not mean that your ad is displayed conclusively at the top of the page as a rank. This rating indicates how your ad will rank at the top or bottom of the page compared to other advertisers.
10. Ad extensions
Ad plug-ins allow you to add more information to your ad. With their help, you can present a more attractive ad and get closer to the user’s intentions.
In traditional print advertising, you have to pay more for additional information. Google Ads solves this problem with ad plugins; Because you can provide more valuable information for free. Advertising plugins help you increase your click-through rate and quality score.
- Call: Allows the contact to call you after seeing your ad from the same search results page.
- Callout: With the help of this plugin, you can show the audience what advantages and advantages you have over other businesses. For example, you can use “Free Shipping” and “24 Hour Support”.
- Sitelink: This plugin allows you to display pages other than your landing page in your ad. For example, you could offer an “About Us” page or a “Webinars” page.
- Structure Snippet: You can include different features of your product or service in your ad with the help of this plugin.
- Promotion: Do you have any discounts or special conditions for your product or service? With the help of this plugin, you can share this issue with your audience.
11. Landing Page
A landing page is a page on your website that a user is supposed to navigate to after clicking on your ad. In other words, the user will land on this page after clicking on your ad.
12. Daily budget
The daily budget is the maximum amount you want to spend on your advertising during the day. Google Ads may cost you up to 200% more than your daily budget on some days, But your total cost in a month will not exceed what you set. Google Ads spends less than the daily ceiling in the following days to ensure that you do not spend more than the ceiling you set at the end of the month.
13. Call-to-Action (CTA)
A call to action is what you want your audience to do. In other words, you communicate your request to your audience with the help of some clear and concise phrases. Such phrases often lead to the reaction of the audience. For example, you can use “Call now!”, “Subscribe” or “Buy.”
14. Cost-Per-Click (CPC)
CPC is one of the most common Google Ads terms familiar to most advertisers. CPC is the cost you pay per click.
15. Conversions
Conversion to Google Ads Ads occurs when a user performs a specific action after clicking on one of your ads. Pageviews and page scrolling can be converted, But these conversions can not be a good measure of success. It would help if you focused on big things like buying a product, downloading an app, the number of calls, or completing a form.
16. Display URL
Display URL is the address you display to your contact on the search results page. In other words, you do not need to show the full URL of your landing page in a text ad to the user. You can use a clean and clear address here to not detract from the attractiveness of your ad.
17. Final URL
The final URL is the URL of the landing page where you will direct the user. You enter the full URL of your landing page here so that the user can be redirected to this page after clicking on your ad. Remember that you must specify an address for each ad you create.
We recommend that you do not direct the contact to your site’s main page because the user has to see what he needs. Such an approach reduces the quality of your ad.
18. Google Display Network
Google Display Network has more than 2 million websites and 650,000 mobile applications. These websites and applications are valuable assets of Google; Because they allow Google to display your ad there.
19. Headline
A headline is the title of your text ad on a search results page. When your ad appears on the results page, the headline is displayed in blue to distinguish it from the ad description; So it’s better to be more obsessive to get your audience’s attention.
2 to 3 headlines are displayed to the user, and you are allowed to use 30 characters to write each headline. Google Ads, your headlines using “|” Separates from each other.
20. Bidding Strategies
Your ads on Google Ads go through the auction system before they are displayed. The auction result determines which ads will be displayed on the results page. At Google Ads, you can use two pricing strategies (Automatic Bidding) and Manual Bidding (Manual Bidding).
You specify the price of each word in your manual pricing. In other words, the steering wheel is in your hands, and you have to steer it properly to the destination. Do not forget to constantly check the price of keywords so that you can display your ad at the lowest price. On the other hand, your bid price may be so low that you are left out of the auction table, So you have to increase your bid price.
In automatic pricing, Google takes the command from you and sets the bid price for you using its machine learning and algorithms. In this case, you are telling Google what you want to achieve. Google then tries to get the best result based on your budget.
For example, you might want a user to perform a specific action on your landing page. In this case, Google tries to offer bids so that the largest number of users become customers based on the budget you set.
21. Invalid Clicks
Invalid clicks is another term used by Google Ads to refer to annoying clicks. Google tries to separate the invalid clicks account from other clicks so that you do not lose. For example, suppose someone designs a robot that clicks on ads on a search results page. Would you be happy if these clicks were counted and paid for? Undoubtedly, no!
22. Lost Impression Share
Your ad may meet all the requirements to appear on the results page, But do not display due to low budget or low ranking. Lost Impression Share refers to the number of times this has happened. You can identify the opportunities you have missed to find a solution to this problem.
Learn the language of Google Ads
In this article, we have shared some of the most important terms of Google Ads with you to get acquainted with the environment of this platform in a short time. Lack of familiarity with the language of this platform should not cause you to miss out on its benefits. Still, suppose you do not have enough time to get acquainted with the corners of Google Ads. In that case, you can leave the implementation and management of your campaign in the hands of our experts in First Ads, Google Advertising Agency.
