The most important and widely used concepts and terms of Google Ads

If you want to know the Google Ads system better and work with it more easily, it is better to get acquainted with its most important concepts and terms.

On the other hand, when you receive Google advertising services from another company, you should be able to review the various reports they provide to you.

Knowing these terms will help you to observe your campaign process more accurately and be able to better manage costs. We have translated all the terms and concepts we have examined in this chapter directly from the Google Ads site . So rest assured about the accuracy of this information!

And that these terms are mostly used for Google (Search Network) campaigns and are arranged in alphabetical order. Of course, some concepts and terms can also be used in other types of campaigns.

Actual cost-per-click

Indicates the actual cost that is deducted from your charge per click. In fact, you usually pay less than what you offer Google for each keyword.

In other words, the higher you pay per click, the lower you have to pay to maintain your ranking relative to the person in the lower auction. 

Ad Relevance

One of the benchmarks in Google Ads. This indicator shows the relevance of the keywords to the ad text and site content.

This score is assigned in the following 3 ways per keyword:

  • Above Average
  • Average
  • Below Average

Ad extensions

These are just some of the goal setting shareware that you can use to add more information to your customers. Using these plugins can increase the quality of your ad and reduce your costs.

The most important of these plugins are:

  • Site link extension
  • Call extension plugin
  • Callout extension
  • Structured snippet extension
  • Promotion extension
  • Application extension
  • And…

Ad formats

It means ad format. Your ad consists of 2 main sections and plugins. Ad format is everything your customer sees after searching for a keyword on Google.

The better you use these features and the higher the quality of your ad text , the more Google will be willing to show your ad and your costs will be reduced accordingly .

Ad Preview and Diagnosis tool

One of the tools of Google Ads is that you can check the status of your ad display on each of your campaign keywords. Using this tool, you can find the reason or reasons for not displaying the ad and take action to fix it.

Ad Rank

Indicates the ranking of your ad. In general, your ad rank depends on the following factors:

  • Payment fee
  • Quality Score (including click-through rate, ad relevancy, and landing page quality)
  • Search field (location, device, time and other values ​​sent by the user)
  • Usage of plugins and ad format

Of course, your ad rank is not a fixed number, and your ad gets a new rank every time it competes with others.

Advertising policies

It is a set of rules and frameworks set by Google Ads and your ad will not be displayed if it does not comply with your keywords, ad content or site.

Sometimes your account may be completely blocked by Google due to non-compliance with these rules. In this case, Google will not usually refund your costs. Especially if he realizes that you are an advertiser living in any country.


One of the conditions that Google determines for your ad. In this case, your ad campaign has no problems and restrictions to display and complies with all Google rules.

Approved (limited)

This is one of the situations that Google may consider for your ad text. This will restrict the display of your ad.

For example, the promotion of alcohol may be banned in many countries. In this case, your advertisement is restricted and displayed only in countries that are not prohibited from advertising alcohol.

Advertising of drugs, brands of reputable companies, gambling, etc. are other limiting factors of advertising.


Whenever a user searches for a phrase, Google has to decide which ad to display for that search term and where each ad should be placed. This process is called an auction. Auctions generally take place in the following 3 steps:

When someone searches, Google Ads finds all ads that use keywords related to the search term.

Among these ads, the Google Ads system separates those that cannot be displayed (such as ads that target other locations or are blocked for some reason)

Of the remaining ads, only those with an acceptable Ad Rank are displayed. Ad rating depends on quality score, amount paid, user search context and ad format.

Because the auction process runs for each search, auction results can vary from time to time.

Keep in mind that the higher the quality of your ad, the lower your bid at auction.

Average CPA

The average cost you pay for each conversion (a user who enters your site through Google Ads ads and does what you want them to do).

Broad match

One of the keywords in Google Ads ads . If you use this type of keyword, your ad will display your ad on any phrase that the user searches for that includes part of your keywords or is only semantically related to your keyword.

For example, if your keyword is “buy mineral water,” your ad may also appear on the phrase “water heater.” This type of word has no symbols.

Bulk edits

A way to change more than one thing in your Google Ads account at a time. Using this feature will help you save time and better manage your campaign. For example, you can increase or decrease the price of all your keywords.


It is a group of ad groups that have common settings. Campaigns are usually used to categorize your services and products. You can have one or more different campaigns in each of your accounts.

Each campaign consists of one to several advertising groups and all budget settings, display language, display location, etc. are applied at this level.

Change history

Everything you do in your Google Ads account will be recorded in your account change history. Some of the actions you have taken are reversible and some are irreversible.

Clickthrough rate (CTR)

Click-through rate is one of the metrics by which Google rates you. The click-through rate represents the ratio of clicks on your ad to the number of views of your ad.

In other words, click-through rate means how many times your ad has been displayed to users and how many of them have clicked on it.

The higher your click-through rate, the more points Google gives you because it concludes that your ad is more engaging and relevant than your competitors’ ads.

Conversion rate

Conversion rate indicates the number of times users perform the action you want after entering the site. For example, suppose you have a mobile online store. You can add a specific code to the “Add to Cart” button on your site to get one conversion for every user click on it.

In this case, the conversion rate is 10%, which means that for every 100 people who enter your site through Google Ads, 10 people have clicked the “Add to Cart” button.

For conversion rates, read the article ” What is a conversion rate? ” To activate the conversion rate, you also need to add the tags received from the Google Ads user panel to your site. Here, I suggest you read the article ” What is a tag manager? 

Cost-per-click (CPC)

One of the pricing strategies in Google Ads system. If you choose this strategy, you are telling Google that you are willing to pay for each click on your ads.

In fact, for every click on your ad, a certain fee will be deducted from your account. This type of pricing strategy is one of the most important and widely used advertising methods in Google Ads and is used in Google search and display campaigns.

Cost-per-view (CPV)

One of the pricing strategies in the Google Ads system that is used for video campaigns. In this case, you pay Google for each video show.

CSV file

One of the text formats is a file that you can use to store data in a tabular structure. Usually reports sent to your email by Google have this format.

Also, to use Bulk operations offline, you need to download the campaign information in this format and upload it after making changes to the campaign.

Daily budget

Is the daily fee you set for each ad campaign. Google uses this value to determine how much it is allowed to display your ad to searchers. Your ad will stop displaying when your daily budget is used up.

Of course, sometimes you may spend more or less on your budget. In fact, Google may increase your daily budget by up to 2 times a day due to the high volume of searches on your keywords, but on other days it will reduce your daily budget.

Google Ads is committed to managing your budget so that at the end of the month it will cost as much as the resource budget you set. Tip: Be sure to read the article ” Expenses in Google Ads “.


One of the modes that may be created for your ad text. If your ad status was Disapproved, it means that Google has not approved your ad and you need to fix it so that Google can review your ad again.

Display Network

Google’s display network with over 2 million websites, videos and apps where you can display your ads.

Draft & experience

One of the unique features of Google Ads is that you can use it to perform A / B testing.

Suppose you have two different landing pages on your site and you do not know which page has the best results for you.

With this feature, you can run two completely identical campaigns with different landing pages at the same time. Then check the statistics of both campaigns and keep the campaign with the best feedback active.


One of your ad statuses and keywords in Google Ads system. If your ad and words are in this state, then there is no problem displaying the ad. Of course, this is not a permanent situation, and your ads, keywords, or plugins may be interrupted by circumstances.

Exact match

One of the keywords in Google Ads ads. If you use this type of word, your ad will only be displayed for the phrase that the user is searching for. For example, if your keyword is “mineral water”, your ad will only be displayed on the phrase “mineral water”. There is a [] sign on both sides of this phrase.

Final URL

Is an address of your site that users will enter your site after clicking on it. Of course, this link is not fully displayed on the text of your ad and the user only sees the main URL of your site.

Google Ads Scripts

Scripts allow you to automate your operations using coding. To use this feature, you need to write the code of your desired operation in JavaScript language (JAVA Script) and add it in the (Script) section in the Google Ads panel and execute it.

For example, you can tell Google through a script to check and change the price of your words every hour. In general, you can make all the changes that can be made in the Google Ads panel by scripts.

Scripts are best run once an hour. You must also have access to the standard Google Ads panel to enable it.

Image ad

It is an advertising format that uses graphic content. This type of content is used to advertise on the Google Display network.

Impressions (Impr)

The number of times your ad content is displayed to users. In fact, every time a user searches for a phrase on Google and sees your ad, a display is calculated for your ad.

Invalid clicks

Clicks that are not valid according to Google are called Invalid Clicks. These clicks are usually done by bots, malware and people who intentionally click on the ad. Thanks to its intelligent algorithms, Google Ads system prevents such clicks from occurring.


Keywords that you would like Google to show your ad if a user searches for them. Of course, your ad will only be displayed to the user if the search term is shared with one of your keywords. Keywords are most often used in Google search campaigns.

Landing page experience

One of the benchmarks in Google Ads. This indicator shows the user satisfaction with the ad landing page. This score is assigned in the following 3 ways per keyword:

  • Above Average
  • Average
  • Below Average

Is determined for each of your keywords. The faster your site loads, the better it displays on mobile, and the longer it can keep a user on the site, the higher your score will be.

Landing page

Landing page is your ad. In fact, it is the address of your site that the user enters after clicking on your ad. You can have a separate ad for each page you have on the site.

Limited by budget

Your campaign will be in Limited by budget mode when your daily budget is less than the required amount to display maximum ads at regular intervals. In this case, your ad display will be limited, because Google will have to manage your daily budget throughout the day.

Low search volume

One of the keyword situations. Keep in mind that not all words can be displayed on the Google Ads system. In fact, you can only use keywords that are searched enough by users per month.

Words that are too long or specialized and do not have enough searches per month are placed in this mode and no ads are displayed on them. Of course, this is not always the case.

Manual CPC bidding

One of the keyword pricing strategies is Google Ads. Choosing this strategy allows you to determine the price of each word yourself.

In this way you will have the highest level of control over the words, but you need to constantly check the price of the words to be in the most optimal cost.

Maximize clicks

One of the strategies is automated pricing. In this way, Google Ads automatically changes your prices so that your campaign reaches the maximum number of clicks according to your budget.

Maximum CPC bid

The maximum cost you are willing to pay for each click on the ad to Google. Of course, the cost to you is usually less than or equal to this amount after you click on the ad.

In fact, let’s say you bid 1 dirham per click on the word “buy dried fruit”. If the user searches for this word and clicks on your ad, you will not necessarily be deducted 1 dirham, but you will pay enough to be a little higher than your lower person in the auction. So, for example, your charge may be reduced by only 0.40 dirhams.

You only pay enough to maintain your advertising position relative to the bottom of the auction.

Negative keyword

Just as we can set keywords for our campaign and target based on them, we can tell Google which words our ad does not display on.

By adding negative words we can have more control over our expenses. Especially if our keywords are in broad matching and word matching modes.

Payment method

The way you top up your Google Ads account. For example, any credit or debit card is a payment method for you.

Of course, you will only deal with the payment method if you are in charge of recharging the account yourself. Otherwise, these settings are made by the person or agency that provides Google Ads services to you.

Phrase match

One of the keywords in Google Ads ads. This word is something between Broad and Exact. If you use this type of keyword, your ad will be displayed if your keyword is in the user search term.

For example, if your keyword is “mineral water”, your ad will also appear on the terms “buy mineral water” or “guava mineral water”. There is a “” sign on either side of this phrase.

Quality Score

Quality is your ad . Google gives you a score of 10 on each keyword. This score is determined based on the following 3 indicators:

  • Click rate
  • Ad relevance
  • User experience of the landing page

The higher the quality score you get from Google Ads, the lower your costs will be and the lower your rankings will be.

In fact, the higher the quality of your work, the more likely Google is to rank your ad higher than your competitors, at a lower cost.

Recommended daily budget

You can set a daily budget for your campaign. For example, you can tell Google not to spend more than 10 dirhams a day. But sometimes your campaign may need more than 10 dirhams.

In fact, depending on the price of the words and the amount of search they have, you may need a daily budget of more than 10 dirhams. In this case, Google will limit the display of your ad, because it must manage your 10 dirhams during the day.

In this case, Google will give you suggestions, for example, it may tell you to increase your daily budget to 20 dirhams per day, in which case, your ads can reach the maximum daily display capacity.


Remarketing is one of the great features of Google Ads that allows you to display your ads to people who have already visited your site.

To use this method, you must first get the remarketing code from the Google Ads system and then add it to your site. Google Ads uses this code to create a list of users who visit your site.

Finally, you can display your ads for this list. By doing so, you can once again promote your products and services for these valuable leads.

We also explained earlier that you can not use ads on Google Display Network, because it is not possible to target Iranian users. But thanks to remarketing, you can create an attractive banner ad and display your ad on the compiled list using display campaigns.

In other words, you create a list of your site entries using Google search campaign and display your banner ad for this list using Google display campaign.

Users will enter your site after clicking on this banner. This banner is displayed to people on your list in different contexts. For example, your audience might be playing on their mobile and see your banner ad. Or they may even watch a video on YouTube that shows your banner to the user at the beginning. fantastic!

Return on investment (ROI)

Indicates the amount of profit margin that we earn by calculating the cost of advertising. Suppose the production cost of one of your products is $50 and the selling price is $100. If you sell 6 of these products, the final amount of your sale will be 1 million and $20.

Now suppose the cost of your Google Ads advertising to sell this number of products is $20. Your rate of return is calculated as follows:

($100 – ($60 + $20)) / ($60 + $20)

By calculating the above formula, we conclude that your return on investment in these ads is equal to 50%.

 Search network

It is a set of results that the user sees after searching on Google (Google site, Google Maps and Google Partners). You can place your ad next to the search results.

Search partners

There are sites on the Google search network that are Google affiliates and your ad can be displayed on these sites. In fact, Google allows your ads to be displayed on these sites.

Amazon, for example, is a partner site of Google, and if you search for a phrase on Amazon, Google search ads may also appear in search results.

Search terms

If your words are in Broad match and Phrase match modes, your ad will be displayed on a wider range of keywords. For example, if you use the word “buy phone” in Broad mode, a user who has also searched for “phone repair” may see your ad and click on it.

These terms that are searched by users are called Search terms. You can view these words in the Google Ads system and, if necessary, remove them from your campaign or consider them as Negative Keywords so that your ad is not displayed on these words.

Target CPA bidding

One of the pricing strategies in Google Ads . If you choose this strategy, Google will automatically determine and optimize your keyword prices so that in addition to achieving the highest conversion rate, you will also have a good profit margin.

You can use this strategy if “Get Rate” is enabled for your campaign.

Text ad

It is one of the advertising formats that you can use to show your advertising message to the audience. This is a text message and is more common on the Google search network .

Of course, it can be said that text messages are present in all Google Ads advertising methods, but their form and display method are different. Keep in mind that ad texts are displayed to users who speak the same language as the ad text (unless you specify the language of the ad in advance). Regarding the ad text, I suggest you read the article ” Types of ad text in Google Ads “.

Tracking template

Sometimes you may want to view and analyze your campaign status, clicks, and other campaign information outside of Google Ads.

Using this feature, you can add the information you want to the ad link (url) and get that information in another analysis tool such as Google Analytics.

In fact, when a user clicks on your ad link, more information will be sent to you along with the ad link, which can be used in other site analysis tools.

By doing this, for example, you can check exactly what device your site clicks on, or how many of your inputs came from the Google search network, and how many clicks were crawled through the Google display network. We suggest you read the article ” What is UTM “.

Under review

Your ad in Google Ads must be approved before activation so that it does not violate the rules and frameworks set by Google Ads. Also, any changes you make after creating an ad must be approved by Google.

In this case, your ad will be reviewed again by Google Ads. Most ads are finally approved within one business day. But sometimes it may take longer to review your ad.

It is also possible that Google, after reviewing, will conclude that your ad does not comply with the rules and framework of Google Ads. In this case, Google will stop your ad until the issue is resolved. In the next chapter, we will talk about these rules in full

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