When starting out with Google Ads, there are a lot of acronyms and terms thrown your way. Understanding key terms is essential for creating effective campaigns which is why we’ve compiled this PPC Glossary to highlight essential terms and acronyms to help you understand PPC terminology so you can better understand and communicate what’s going on.
To help start you off before the full glossary below, here are 5 important terms you should understand:
CPC (Cost Per Click)
The amount you are charged each time someone clicks on your ad. It reflects how competitive your keywords are.
ROAS (Return on Ad Spend)
A metric that measures the revenue generated for every pound spent on advertising. It’s calculated as revenue divided by ad spend.
Search Terms
The terms or phrases that triggered your ad to appear, and are based around your keyword targeting.
Keywords
Words or phrases that you choose and bid on to show ads for when people search these on Google.
Campaign Type
There are multiple different types of advertising campaigns you can run on Google Ads, these include: Performance Max, Search, Display, Video, App and Shopping. These dictate the style of ad and where the ads are shown.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
A method of comparing two versions of an ad or landing page to determine which performs better. Commonly used to refine performance and maximise ROI.
The written content in your ad. It should be engaging and aligned with the audience’s search intent.
Additional pieces of information that expand your ad, such as phone numbers, links to specific pages, or promotions.
A metric that determines where your ad appears on the search engine results page (SERP). It’s influenced by your bid amount, ad quality, and the competitiveness of the keyword.
A setting in Google Ads that allows you to specify when your ads will run, ensuring they are displayed at the most effective times.
Defines how credit for conversions is assigned across the touchpoints in a user’s journey, such as first-click or last-click attribution.
The approach you use to manage bids in your campaigns, such as Target CPA, Maximise Conversions, or Maximise Clicks.
A brand campaign is when you run ads for your own brand name to ensure you appear at the top of the search results when customers search for you and prevent competitors from dominating that space.
Learn more about ‘why you should run a Google Ads brand campaign‘
A directive encouraging users to take a specific action, like “Buy Now” or “Learn More.”
There are multiple different types of advertising campaigns you can run on Google Ads, these include: Performance Max, Search, Display, Video, App and Shopping. These dictate the style of ad and where the ads are shown.
The percentage of users who complete a desired action (e.g. making a purchase or signing up) after clicking on your ad.
Any valuable action taken by a user on your website, such as filling out a form, making a purchase, or downloading a guide.
The amount you are charged each time someone clicks on your ad. It reflects how competitive your keywords are.
The cost incurred to gain one conversion. It’s calculated by dividing the total ad spend by the number of conversions.
The percentage of people who see your ad and click on it. A high CTR indicates that your ad resonates well with its audience.
A group of websites, apps, and videos where your ads can appear, beyond search engine results pages.
The percentage of total impressions your ad receives compared to the total available impressions for your target keywords.
The number of times your ad is shown to users, regardless of whether they click on it.
Words or phrases that you choose and bid on to show ads for when people search these on Google.
The web page users are taken to after clicking on your ad. A well-designed landing page is critical for driving conversions.
A bidding strategy that focuses on getting as many clicks as possible within your budget.
A strategy that prioritises driving conversions within your budget, using Google’s machine learning.
Negative keywords are terms you exclude from your campaign to avoid irrelevant clicks and wasted spend.
A Google Ads Pmax campaign type uses AI to optimise ads across all Google platforms, including Search, YouTube, and Display.
A model of digital advertising where advertisers pay a fee each time someone clicks on their ad.
A measure that Google uses to rate the quality and relevance of your ads and landing pages. A higher Quality Score reduces your CPC and improves ad positioning.
A strategy for re-engaging users who have previously interacted with your website or ads.
A metric that measures the revenue generated for every pound spent on advertising. It’s calculated as revenue divided by ad spend.
A Google Ads Search campaign is where ads appear on search engine results pages based on user queries.
The purpose behind a user’s search. Understanding intent helps in targeting the right keywords and crafting relevant ads.
The exact word or phrase a user types into the search bar.
The terms or phrases that triggered your ad to appear, based on your keyword targeting.
We hope you find this PPC Glossary helpful. It’s something that we’ll keep up to date as we’re big believers in making PPC human-friendly.
At Accentuate Agency, we combine expertise and dedication to deliver measurable results. From Google Ads to SEO strategies, our services are designed to boost your site’s visibility and authority. We focus on communication and transparency, keeping you informed at every stage.
Our Google-certified team ensures compliance with the latest guidelines and optimises campaigns for maximum success.
For more information on any of the terms in our PPC glossary, or how we can help you reach your target audience and sell more services and products on Google, get your free quote, call us on 0121 729 5113, or email us at hello@accentuate.agency.
Google Search Ads help businesses reach potential customers who are actively searching for products or services. These ads appear at the top of search results, making them highly visible to users with purchasing intent.
Smart Campaigns are automated, relying on Google’s AI to manage targeting, bidding, and placement. Search Campaigns give you greater control, allowing you to manage keyword targeting, ad copy, and bidding strategies manually. These terms can be found in on our PPC Glossary above if you need more information.
Setting up a Search Campaign involves choosing a goal, selecting keywords, writing ad copy, setting a budget, and defining your audience. Accentuate Agency can handle this entire process, ensuring your campaign is set up for success while saving you time and effort.
If you’d love to join our team, head to our careers page to find out more.
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