The ABCs of Google Ads

By: TeamWTI | Date: July 22, 2020

Categories: eCommerce, PPC,

Tags: Bing Ads, Google Ads, pay per click ads,

Google Ads/PPC Definitions

  • Ad Creative – A form of media whether it be text, an image, a slideshow, or multiple images that contains the information for the ad itself.
  • Ad Extensions – Ad extensions are extra features that provide additional information about your business to make your ads more compelling and more clickable.
  • Ad Traffic – The number of visitors that an ad receives in a given time period.
  • Auction – The process in which you bid against other advertisers for the top ad positions in searches and other website placements. Google Ads uses Ad Rank and a number of other factors in addition to the bid that you set to determine whether an ad shows in the search results and which position ads show in.
  • Audience – Any group of people viewing your ad. With Google Ads, audience targeting can be used to customize ads for a particular group of people.
  • Average Position – This is an average measure of where your ad is showing in search results. Higher average positions mean that your ad is typically showing up lower on the page and vice versa–the average position of 1.0 means that your ad is displaying in the top position, on average.
  • Banner Ads – A rectangular display ad that is displayed on Google partner websites. Typically, banner ads are displayed horizontally along the top or bottom of a website or web page.
  • Click – The number of times someone has clicked on an online advertisement within a predetermined period of time.
  • Click Through Rate (CTR) – The rate of how often an impression leads to an ad click. The equation to determine CTR is clicks/impressions.
  • Conversion – A meaningful action that occurs when a visitor interacts with your website or ad, such as filling out a form or calling your business. Conversion tracking allows you to determine how many conversions your ads are causing.
  • Conversion Tracking Tag – A piece of coding used to track specific conversions that take place on your website.
  • Conversion Rate – The rate of ad clicks that lead to conversions. The equation to determine the conversion rate is conversions/clicks.
  • Cost Per Click (CPC) – The actual cost for a single ad click. The most common measure of CPC is Average CPC, which measures the average cost-per-click for a predetermined period of time.
  • Cost Per Conversion – A measure of how much you pay for each conversion. The total cost of an advertising account, campaign, or ad group divided by the number of conversions.
  • Cost Per View (CPV) Bidding – With this bidding method, you pay each time someone views the video (a view is counted when someone watches 30 seconds, or the entirety of the video if it is under 30 seconds) or interacts with the ad (e.g., clicking on a video overlay). A bidding strategy used for video ads.
  • Cost per Mille Impression (CPM) Bidding – A bidding method that is based on the number of impressions received instead of the number of clicks. With this method, you pay for every 1000 impressions that ads receive. This bidding strategy is often used for display ads.
  • Viewable Cost per Mille Impressions (vCPM) Bidding – Similar to CPM bidding, except that with vCPM bidding, you only pay for impressions counted as “viewable” (to be viewable, at least 50% of the display ad must show in the screen for one second or more, or two seconds for video ads).
  • Display Advertising – This kind of advertising utilizes any ad formats that can be shown on the Google Display Network: image ads, app promotion ads, video ads, rich media ads, and text ads.
  • Geotargeting – This is a targeting method that can be used to restrict and define the geographical locations where users see ads. For example, you might use geotargeting to only show ads to customers within a fifteen-mile radius of your storefront business.
  • Google Ad Placement – A placement is a specific place on the web where you want your ads to appear. Placements might be a specific website or specific pages on a website related to your ad’s content.
  • Google Ads – Formerly Google AdWords, Google Ads is an online advertising platform provided by Google. With Google Ads, you can show ads right within Google search results, other Google websites (i.e. Google Maps, Google Shopping), YouTube, partner search websites and other partner websites that allow ads to show.
  • Google Ads Match Broad Type – A keyword match type that is used to reach the widest audience. Searches with this match type will include ads with misspelling, synonyms, and other relevant variations of the keyword. (e.g., “men’s shirts” would match for “men’s sweaters”, but also “men’s baseball jerseys”, “men’s t-shirts”, etc.).
  • Google Ads Match Exact Type – A keyword match type that allows your ad to show up in searches that include the exact term, or are close variations of your selected keywords.
  • Google Ads Match Type Modified Broad – A keyword match type that is slightly more restrictive than the broad match type. Keywords with this match type will be enclosed in plus signs indicating that searches must at least include that term. The main difference between broad match and broad match modified is that broad match modified match type excludes synonyms.
  • Google Ads Match Type Negative – A keyword match type that prevents ads from appearing on search results that include your negative keywords or keyword phrase.
  • Google Ads Match Type Phrase – A keyword match type that will have your ad appear when a user’s search includes your exact keyword phrase or close variations of the exact phrase, including with additional words before or after the phrase.
  • Google Display Network (GDN) – The Google Display Network is a group of websites that contains over 2 million websites and allows ads to show on a variety of websites (including YouTube and Gmail), mobile apps, and video content.
  • Google Keyword Planning Tool – A tool provided by Google Ads that generates keywords ideas and traffic estimates that can be used to build new Google Ads campaigns or optimize existing ones.
  • Google Quality Score – This is a 1-10 estimation of the quality of your ads, keywords, and landing pages. The quality score of a keyword is based on three main factors: expected CTR, ad relevance, and landing page experience.
  • Google Search Network (GSN) – The Google Search Network is a group of Google Search sites (i.e., Google Shopping, Google Maps) and Google search partner websites that display text, call-only, or shopping ads (image and video ads can appear on search partner websites on the GSN).
  • Impressions – These are recorded each time one of your ads is served on the Google Search or Display Networks. Each time your ad is shown, that counts as an impression.
  • Keyword – A word or phrase that is used to relate your ads to Google searches. You choose a list of keywords relevant to the business and designs ads based on those keywords. When those keywords or related terms are searched on Google, your ads may be triggered to show in the search results.
  • Keyword Match Type – This is a feature that allows you to control which searches on Google trigger your ads to appear. To target a wider audience, you can use broad keyword match types. To target a very specific audience, you can use exact or phrase keyword match types.
  • Max CPC Bid – The highest amount of money you are willing to pay for an ad click.
  • Negative Keyword – A keyword type that is used to prevent ads containing the keyword or phrase from showing in irrelevant search results.
  • Position – Where an ad appears on a search results page. Ads in the first position usually appear at the top of the page, while ads in lower positions might show at the bottom of the page or on subsequent pages.
  • Retargeting / Remarketing – A targeting method used to show ads to previous site visitors. With this method, you can show ads to people who have already visited a website or completed a certain action on a website.
  • Search Term – This refers to the actual word or phrase that a user entered into the search bar to find results. If Google determines that a user’s search term matches your keywords, your ads might show in the results.
  • Video Ads – An ad format that displays as a video. Video ads are shown on YouTube and other Google partner sites that can show video ads and are typically created using YouTube videos.
  • View Through Conversions (VTC) – This is a measure of conversions that occur after a user sees an ad on the Display Network and does not click on it but later completes a conversion action on the site. Users who clicked on search ads are automatically excluded.



Paul Trzcinko, Assistant Marketing Manager | Rhino Carbon Fiber™

Websites to Impress was outstanding to work with. They responded promptly and made a variety of suggestions and improvements to our website throughout the build. We were able to launch on an outlined due date without any hiccups, and overall it was a pleasant experience working with a knowledgeable and dedicated staff.