Google Ads
Master Google Ads terminology and strategies. From campaign setup to advanced bidding, learn the terms that will help you run successful paid search campaigns.
Google Ads (formerly AdWords)
Google's online advertising platform where advertisers bid to display ads in Google's search results and across their display network. The foundation of pay-per-click advertising.
PPC (Pay-Per-Click)
An advertising model where you only pay when someone clicks your ad. It's the core pricing model for Google Ads search campaigns.
Quality Score
A 1-10 rating Google gives your keywords based on expected CTR, ad relevance, and landing page experience. Higher scores = lower costs and better ad positions.
Ad Rank
Determines your ad position in auction results. Calculated using your bid, Quality Score, and expected impact of extensions. Higher Ad Rank = better placement.
Search Terms Report
Shows the actual queries people typed that triggered your ads. Essential for finding new keywords and adding negative keywords.
Negative Keywords
Keywords that prevent your ad from showing for irrelevant searches. Crucial for saving budget and improving targeting precision.
Match Types
Control how closely a search query must match your keyword: Broad, Phrase, or Exact. Each offers different reach vs. precision tradeoffs.
Responsive Search Ads (RSA)
Google's primary search ad format where you provide multiple headlines and descriptions, and Google's AI tests combinations to find the best performers.
Performance Max
An AI-powered campaign type that runs across all Google channels (Search, Display, YouTube, Gmail, Maps) from a single campaign. The future of Google Ads automation.
ROAS (Return on Ad Spend)
Revenue generated divided by ad spend. A ROAS of 4x means you earn $4 for every $1 spent. The key metric for measuring campaign profitability.
Smart Bidding
Google's machine learning bid strategies that optimize for conversions or conversion value. Includes Target CPA, Target ROAS, and Maximize Conversions.
Conversion Tracking
Measuring actions like purchases, form fills, or calls that happen after someone clicks your ad. Essential for optimization and proving ROI.
Remarketing/Retargeting
Showing ads to people who previously visited your website or app. One of the highest-ROI tactics in digital advertising.
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