Google Ad Terms Flashcards

Question

Average Cost-per-click (Avg. CPC)

Answer 1

This is the average amount of money it costs you when someone clicks on your ad. Google averages the cost-per-click from all your ads and displays them at all levels (account, campaign, ad group, keyword, etc.) within your Google Ads account.

Answer 2

The average position metric would show you the average position of your ads over a selected time period. The highest average position was 1, and the lowest was infinite. Average ad position was sunsetted in Google Ads in 2019 and replaced with the Search Top Impression Share and Search Absolute Top Impression Share metrics as the closest substitute.

Answer 3

The part of a web page or landing page where you have to scroll down to see what’s beneath. In Google Ads, reference to the fold of a web page is commonly used to explain how much of a display or video ad must be visible above the fold to count as a viewable impression.

Answer 4

Allow you to increase or decrease your bids by percentage amounts depending on things like time, location, and device. For example, you can increase bids by +30% when ads are shown on mobile devices or decrease bids by -10% when ads are shown to people in the city of Los Angeles.

Answer 5

The dollar amount you set that triggers a bill to be sent to you. Google bills at every $500 spent unless you specifically set otherwise.

Answer 6

This is a strategy that involves breaking out broad match keywords into their own campaign and combining them with audience targeting (like in-market or affinity audiences). In successful bottom feeding campaigns, the audiences targeted are those that have shown beneficial performance in other campaigns when placed in Observation Mode. The point of this strategy is to achieve better performance with higher reach.

Answer 7

This keyword match type is also the scariest of all the match types. It allows your search ad to appear for searches on similar phrases, synonyms, variations, and anything Google deems relevant to the original keyword. You could be selling black leather couches, but for some reason, Google could show your ad for the search terms “leather,” “snuggie,” and/or “black beans.”

Answer 8

A variation of the broad match keyword that allowed you to be more specific about searches you wanted your keyword to show for. The “modifier” in the keyword was represented as a “+” sign before each word in the keyword. Placing a “+” in front of any word in the keyword meant that word exactly (or something very close) needed to be included in the search term to trigger your keyword. For example, a broad match modified keyword +black +leather +boots would show for the search “black leather boots sale,” but not the search “black boots.” Broad match modified keywords have been retired as of 2021 and replaced with more flexible match functionality in phrase match keywords.

Answer 9

When someone lands on your website and leaves immediately without visiting another page. If a Google Analytics account is connected, you can see the bounce rate associated with your campaigns within Google Ads.

Answer 10

Making a series of edits in one go instead of one edit at a time in Google Ads Editor.

Answer 11

Uploading CSV files containing a large number of edits you wish to make to your account. These edits can be made to keywords, locations, negative keywords, etc.

Answer 12

This is a specific written action you want visitors to take after clicking your ads or visiting your landing pages. They’re all in relation to what you want a person to act upon so that you, as the advertiser, can achieve your goals.

Answer 13

Some common CTAs are “Call Now” “Buy Now” “Get Pricing” “Book Demo”

Answer 14

An extension to your text ad that allows you to show your company’s phone number alongside the ad. On mobile devices, call extensions will show as a clickable call button that will open a searcher’s phone call function and insert your number there. On desktops and tablets, the number will still show on the ad but won’t be clickable.

Answer 15

Non-clickable copy that appears below your main ad headlines and descriptions in a Google ad. It is a great place to include UVPs (unique value propositions) and additional information to help you stand out.

Answer 16

A type of ad campaign that allows you to only give your visitors the option of calling and not clicking through to your landing page.

Answer 17

Call tracking is how you track which of your PPC campaigns are driving phone calls, so you can measure how successful your ad campaigns are.

Answer 18

This is the second-highest level setting after the account level. The campaign is like a large folder containing your ad groups, keywords, and ads. Your campaign settings control the networks you want to advertise on, geographic locations, budgets, languages, ad scheduling, bid strategy, and more for all ad groups within that campaign.

Answer 19

These allow you to create a list of unwanted website placement targets for your Display Network campaign(s).

Answer 20

A Google Ads report that lets you see timestamps of different actions that have happened within your Google Ads account and the users that were responsible. You can view changes to things like your budget, keywords, etc.

Answer 21

When a person clicks on your ads.

Answer 22

This is the number of clicks received divided by the number of impressions received, then multiplied by 100. CTR is expressed as a percentage. For example: 70 clicks / 1,000 impressions = 0.07 x 100 = 7% (your CTR).

Answer 23

A type of targeting that occurs when search ads are allowed to show on the Display Network (a setting available at the campaign level). Contextual targeting uses an ad group’s keyword and/or topic targeting to find relevant Display Network websites to show your search ads on.

Answer 24

This is the successful action that is the end goal of your Google Ads campaigns. If a visitor has converted, it means they’ve either filled out a form, called your business, chatted, bought, downloaded, or visited a key page. You decide on what you want to track.

Answer 25

This is the page your conversion code should be installed on to track successful goal completions. It is usually the page people see right after they’ve completed a conversion.

Answer 26

The number of conversions divided by the total interactions that have taken place on your ad. For example, if 100 visitors come to your site and 32 sign up for your monthly newsletter (the conversion you want), then your conversion rate would be 32%.

Answer 27

This is installing pieces of code that allow you to track various actions that you deem relevant and important to the success of your Google Ads campaigns.

Answer 28

This is the unique count for all customer conversions. One ad click can, at maximum, result in one conversion. This won’t count multiple conversions from the same visitor.

Answer 29

Total cost paid for an ad in relation to the success of achieving a conversion. To calculate it, divide your total ad spend by your total number of conversions.

Answer 30

This is the amount of money that you will pay for each click on your ad.

Answer 31

Your CPM is the amount of money you pay for 1,000 impressions on your ads.

Answer 32

This is a Display Network bidding model where, instead of CPC bidding, you’ll pay for every 1,000 impressions. This is usually good for branding or getting more eyeballs on your ads.

Answer 33

The amount of money you’ve paid for each view specifically on a video ad.

Answer 34

A bidding strategy that allows you to pay for each view on your video ad. A view is counted any time someone watches either your full ad or at least 30 seconds of it. Interactions with your ad also count as views. With this bidding type, you can set a maximum CPV limit that you’d like to stay at or under.

Answer 35

This is a string of code that, when inserted into your ad copy, will automatically show a countdown toward a specified time, like the end of a sale or the beginning of an event. Simply type {= in your ad to set it up, and Google Ads will guide you.

Answer 36

This is the maximum monetary amount you’re willing to spend per day on your ad campaigns. Note that Google Ads can spend up to 2x over your daily budget in a given day. However, over the course of the month, it will never spend more than your daily budget multiplied by 30.4 days.

Answer 37

Another word for ad scheduling. Dayparting allows you to decide optimal days and times you want your ads to show, rather than having them show 24/7.

Answer 38

These two lines allow you to type 90 characters each (maximum) of ad copy. They’re longer parts of your ad text that show underneath your headlines and display URL.

Answer 39

The URL a visitor will be taken to after they click your ad.

Answer 40

This is the “vanity” URL pathing that is shown in your text ad, and it contains two customizable “path” fields. The purpose of these display paths is to shorten and simplify your destination URL as it appears in your ad. In your ad, your root domain (www.website.com) will still match the root domain from your destination URL. But the two display paths you decide on don’t have to match your destination URL (they can be whatever you want, up to 15 characters each).

Answer 41

These are various sizes of image ads that are either static or animated and are created for the Display Network.

Answer 42

The Google Display Network is the biggest content network. It allows you to advertise your image and text ads on various placements across various websites within the Display Network.

Answer 43

Display Planner was a tool within Google Ads that allowed you to figure out which display placements would work best for your goals. The Display Planner is no longer available in Google Ads and has been replaced with reach forecasts that you can see while setting up your display campaigns.

Answer 44

This is when two or more ads are displayed from the same company, at the same time, at the same place. This usually only happens on the Display Network.

Answer 45

A dynamic ad target matches pages on your website with queries from searchers that are related to the content of your page. This method of targeting gives your dynamic ads a wider reach than if you targeted your ads using keywords.

Answer 46

page titles page content all webpages associated with your domain custom labels URL equals URL contains landing pages of all ad groups themed categories

Answer 47

This is a piece of code inserted into an ad that allows Google to automatically input your keywords into your ad copy.

Answer 48

Also known as dynamic retargeting, this is when you target audiences of people who have previously visited your landing page, website, or app and serve them personalized ads that feature products they have previously viewed on your site. You accomplish this by attaching a product feed to your dynamic remarketing campaign and enabling your remarketing list to collect custom parameters.

Answer 49

Dynamic responsive ads, or responsive feed ads, are a type of ad that uses a product feed to show ads containing specific products. These ads can be paired with a retargeting list that's collecting custom parameters. When this is the case, Google will show potential customers ads containing products they have previously viewed.

Answer 50

Ads that are dynamically built off of your website's content rather than built by you (this even includes the landing pages). The only thing these ads require from you to get them going is a description. A website with a solid SEO infrastructure and excellent site copy stands to benefit most from dynamic search ads.

Answer 51

A bidding strategy that allows Google to raise or lower your keyword bids for an auction depending on how likely it thinks a conversion is (i.e., Google will raise bids if there’s a higher likelihood of conversion and lower bids if not).

Answer 52

This report showed the difference between weighing conversion stats on the first time a person clicks your ad vs. the last time they click your ad, and then on to a conversion. This specific report is no longer available within the Attribution tool but is most closely matched by the new “path metrics” report.

Answer 53

The average number of times an individual has seen your ad per day. This is only for the Display Network.

Answer 54

This Display Network setting allows you to set a limit on the number of times an individual can see your ad per day. It’s specifically useful for remarketing.

Answer 55

Also known as location targeting, this is how you decide what geographic areas can see your ads. Google determines geographic location based on the device's location and IP address.

Answer 56

Formerly called "AdWords API," this is a type of programmatic interface for Google Ads users. It was made for developers to work directly with the platform with the goal of efficiently managing large or complex Google Ads accounts and campaigns. Through the Google Ads API, you can create custom reports, automate some account management processes, and more.

Answer 57

Formerly called "AdWords Editor," this is Google’s free bulk editing program that allows you to mass edit bids, keywords, ads, settings, and other things that you can’t easily do within the regular Google Ads interface.

Answer 58

These are the top parts of your text ad that people read, and they’re also a clickable hyperlink that takes searchers to your destination URL. Each headline allows you to write up to 30 characters of ad text. Headline 1 is shown first, 2 is second, and 3 is third—they are all separated by a vertical line. Headline 3 may or may not show in your ad depending on the ad space available, but Headlines 1 and 2 will always show.

Answer 59

This is a phenomenon that occurs when one’s search terms list is infinitely longer than the actual keyword(s) targeted, resulting in difficulties with relevancy and control over what searches ads are shown for.

Answer 60

Also known as display ads, these are static and/or animated ads that you can show on websites across the Display Network. There are many different pixel dimensions and file sizes to consider depending on your channels and goals.

Answer 61

This is when an ad is loaded on a page on the Search Network, Display Network, or video partner sites. It doesn’t mean that a person has necessarily seen the ad since it could be below the fold of the web page.

Answer 62

The number of impressions that have accumulated throughout a day.

Answer 63

This metric is determined by the number of impressions you’ve received divided by the total amount of impressions available for the keywords you're bidding on. The higher this is, the more you're taking advantage of what’s available. It’s expressed as a percentage.

Answer 64

Formerly known as video discovery ads, this video ad type appears as a thumbnail on YouTube search results, the home feed, or the "Watch next" prompt. These ads allow the addition of a headline and a description and, when clicked, they redirect to the watch page on YouTube where the ad is hosted. They're most useful for driving brand exposure, information delivery, or on-YouTube actions like subscriptions.

Answer 65

A calculation of the number of times people interacted with your ad divided by its total impressions.

Answer 66

This is the number of clicks Google has determined to be close to fraudulent clicks due to the same IP address or other suspicious factors. You get the cost of any invalid clicks removed from your bill before it accumulates.

Answer 67

This is the word or grouping of words you’re bidding on that you want to show an ad for.

Answer 68

Your keyword match type relates to how closely the keyword must match with a user's search query. Currently, available match types include broad match, phrase match, and exact match.

Answer 69

The act of researching new keywords to either target or add as negative keywords.

Answer 70

The act of targeting broad match keywords to collect keyword ideas via the search terms report. You might then decide to bid on some keywords you find this way using more restrictive match types.

Answer 71

A tool within Google Ads that allows you to research keywords, get new keyword ideas, and explore keyword volume and bid estimates. You can also get keyword forecasts.

Answer 72

A strategy where you break out multiple campaigns targeting the same keywords, but with each campaign targeting a different match type of those keywords. This is done to assess and address performance differences between match types, as well as enable the use of scripts for excluding close variant search terms from exact match campaigns.

Answer 73

Labels are like “stickers” you can assign to your campaigns, ad groups, keywords, or ads to better identify or group them together. You can select your label color, as well as what you’d like the label to say, and then apply that label across multiple elements at once. You can then, for example, filter for certain labels to only see elements with that label or make automated rules that only affect elements holding those labels.

Answer 74

This is a specific page outside of your website’s main navigation that you’ve created to appear more attractive to the visitor and guide them toward a singular conversion goal. Landing pages are often used as destination URLs in Google Ads to improve performance.

Answer 75

This is a campaign-level setting that allows you to target audiences who speak certain languages coupled with your geotargeting and keyword targeting.

Answer 76

A type of ad extension that allows you to add your business address to your ads to take up more space in search results and guide searchers to your brick-and-mortar location.

Answer 77

A campaign bid strategy that tries to drive the most clicks within your budget.

Answer 78

A setting that allows you to specify the maximum amount you’re willing to spend on a click on your ad. This doesn’t mean that you will always pay that exact amount. It will vary, but shouldn’t average higher than what you set it to be. The maximum CPC bid setting is available at the campaign level in the Maximize Clicks, Target Impression Share, and Portfolio Target CPA bidding strategies. With manual bidding, it’s available in the ad group level settings but can also be set differently for each individual keyword.

Answer 79

This was originally a checkbox setting you could set to mostly show an ad to your mobile audience. This setting is no longer available at the ad level, but you can create a mobile-heavy campaign or ad group using +100% bid adjustments on mobile devices and -100% adjustments on desktops, tablets, and TV.

Answer 80

This is the percentage of time users mouse over an ad for one second or longer divided by the impressions.

Answer 81

A testing method that allows you to use multiple variants and combinations of ad text elements and/or landing page elements to test against each other and see which combination works best. The more traffic you have, the faster you’ll see results.

Answer 82

This is a word or phrase that you don’t want your ads to show for. You can look at your search terms report to find negative keywords and add them to your negative keyword list at the campaign level or ad group level.

Answer 83

This refers to the list of negative keywords you’re using currently. It also refers to the negative keyword list feature in your account’s Shared Library that houses all your negative keyword lists in named groups that you’ve created. From the Shared Library, you can apply whole keyword lists to one, multiple, or all of your campaigns.

Answer 84

Within Google Ads, you have the power to advertise on the Search Network (Google SERP and search partner sites), the Display Network and its enormous amount of publisher websites, or the video partner site network.

Answer 85

A type of video ad that shows on content outside of YouTube —namely, YouTube partner sites. They exclusively show on mobile devices.

Answer 86

The main dashboard of your entire Google Ads account’s performance.

Answer 87

This is how many steps your new customers take or the pages they look at before completing a conversion.

Answer 88

Also known as Paid Search, Search Engine Marketing (SEM), or paid ads, this is the sport of Google Ads. It’s a marketing model where advertisers pay a fee to a platform when their ad is clicked.

Answer 89

This keyword match type is denoted with quotation marks around the keyphrase. It originally only showed your ad when that keyphrase was searched with words in the order your keyword had them in. Ads would also appear in searches with your key phrase plus any words before or after it. Currently, the phrase match type has been expanded to allow searches with more variation to trigger your phrase keywords, similar to the functionality of the (now retired) broad match modified keyword.

Answer 90

These are specific website placements where your ads have or where you want your ads to appear within the Google Display Network.

Answer 91

This is when you create a bid strategy within your Shared Library that can be used across multiple campaigns at once. Portfolio bidding is typically used when the campaigns in question have similar target goals. It’s also used when you need to speed up the learning phase of the bid strategy you want to use due to low volume of individual campaigns.

Answer 92

These ads are set up as Google Merchant Center feeds that allow eCommerce products (not services) to be shown with pictures in the Google search results and on search partner sites. They’re now known as Google Shopping Campaigns.

Answer 93

This is a numerical keyword score between 1–10 that is determined by an ad's expected CTR, ad relevance, and landing page experience. The higher your Quality Score, the better. This will help lower your cost-per-click and increase your ad rank.

Answer 94

Also known as retargeting, this is a strategy used to have ads target people who have previously been on your site or landing page.

Answer 95

This is a campaign strategy where broad keywords are bucketed into a campaign and combined with remarketing audience targeting. Typically, RLSA campaigns will be copies of existing campaigns with remarketing audiences added. The point of this strategy is to hone in on the high intent of remarketing audiences using search ads while enabling a wider variety of searches from those audiences using broad match keywords.

Answer 96

A type of ad available for display campaigns. This ad allows the addition of

Answer 97

A type of ad available for video campaigns with the "Drive conversions" campaign subtype selected. This ad allows the addition of

Answer 98

A measure of how much profit you’re making on your campaigns. To calculate it, you divide your total conversion value (revenue) by your total ad spend. ROAS as a metric is expressed as a flat number, like 5. If your ROAS is 3, you’re making $3 for every $1 you spend on advertising; your profit is 3x what you spent.

Answer 99

A tool within the conversions dashboard that shows you how people are converting.

Answer 100

These are other websites that Google has partnered with where your Google ads can show. Search partners usually have a cheaper cost-per-click and are home to older demographics. Unfortunately, you can’t select which search partner sites you want to individually target—you just click the button that says you want to include all search partners in your targeting.

Answer 101

Also known as a search query, this is the actual word or phrase a person typed into Google that triggered your keyword to show your ad. This is sometimes exactly your keyword, but most of the time, it’s not exact.

Answer 102

This is a report used to see which words or phrases people have typed in that triggered your keywords.

Answer 103

Another name for the search term report.

Answer 104

The page that shows search results (ads and organic) related to your query.

Answer 105

A single budget that you can share between multiple different campaigns.

Answer 106

A place within your Google Ads account that houses collective assets, bid strategies, negative keyword lists, audiences, budgets, and more.

Answer 107

The eCommerce ads that you use to showcase images, pricing, and more of your products in Google search results. Once known as product listing ads, these ads pull product data to run in ads from a product feed housed in Google Merchant Center.

Answer 108

This is a bidding model that tries to achieve your goal cost-per-action. Let’s say you only want to pay $10 for a conversion; Google will automatically try to do that for you with this bidding model. Target CPA bidding is now an optional target CPA setting within Maximize Conversions rather than its own separate strategy.

Answer 109

This is a Display Network bidding model where you set the target CPM goal you’d like to maintain, and Google Ads tries to stay at or under that CPM goal.

Answer 110

A bidding strategy that allows you to set a target impression share goal you’d like your campaign to hit. Google Ads will then adjust your bids as needed to hit that goal. You can either set impression share goals for anywhere on the search results page, top of the search results page, or absolute top of the search results page.

Answer 111

is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get. Impression share = impressions / total eligible impressions.

Answer 112

An automatic bidding model that allows you to set certain return on ad spend goal percentages, and Google then automatically sets bids that will try to achieve those ROAS goals. This is mostly used for eCommerce campaigns, and you must have conversion value tracking set up for this to work. Target ROAS bidding is now an optional target ROAS setting within Maximize Conversion Value rather than its own separate strategy.

Answer 113

This was a bid strategy that adjusted your bids to get your ads to the top of the page or the first page of the search results. Target Search Page Location bidding was sunsetted in 2019 and replaced with Target Impression Share bidding.

Answer 114

These are the only ad formats you’re allowed to use on the Search Network aside from shopping ads. They contain only text. This also refers to the original Text Ad that pre-dated the creation of the Expanded Text Ad (now both retired).

Answer 115

This is the amount of time it takes for a person (from the time they see or click your ad) to actually convert.

Answer 116

A report that shows the unique conversion paths (interacting channels like search, then display, then search again) that lead to conversions. This report has changed in the current Attribution tab and is now simply called “Conversion paths.”

Answer 117

This report originally showed you the most common paths your visitors were taking to complete a conversion. This report is no longer available in the current Attribution tab; it’s most closely replaced by the “Path metrics” report, which shows averages on how long it takes people to convert and after how many touchpoints.

Answer 118

An extremely short video ad format—your ads can only be 6 seconds or less. They show within YouTube videos and can't be skipped. Because of this, bumper ads can only use "cost per thousand impressions" bidding, and data on "views" is unavailable (because when your ad can't be skipped, a view is a given).

Answer 119

A type of video ad that shows videos to searchers in the order you want them to show. In this format, each video sequence is hosted in its own ad group, all within one overarching campaign. Video sequence order is set at the ad group level, and once a searcher sees the first video ad, they're shown the next ad in the sequence, and so on. You can use many different video ad formats for each step of your sequence, too.

Answer 120

A type of video ad that shows videos to searchers in the order you want them to show. In this format, each video sequence is hosted in its own ad group, all within one overarching campaign. Video sequence order is set at the ad group level, and once a searcher sees the first video ad, they're shown the next ad in the sequence, and so on. You can use many different video ad formats for each step of your sequence, too.

Answer 121

A bidding strategy where you decide how much you want to pay for every 1,000 viewable impressions. This is exclusively a Display Network bidding strategy.

Answer 122

A viewable impression is one where at least 50% of a display ad is visible above the fold of a website for one second or more.

Google Ad Terms Flashcards

(146 cards)