Absolute Top Impression Share
Absolute Top Impression Share measures appearances first among top ads against the estimated opportunities for which the ad was eligible for that placement.
Interactive Theory Glossary
Google Ads and Paid Search Definitions
Browse Google Ads and Paid Search definitions from Interactive Theory.
24 definitions
A
Ad Asset
Ad Asset is a Google Ads component such as a headline, description, image, sitelink, callout, or call extension.
Ad Group
Ad Group is a grouping of ads, keywords, audiences, or assets within a campaign.
Ad Rank
Ad Rank is the value Google Ads uses to determine whether and where ads appear in an auction.
Ad Relevance
Ad Relevance is a Google Ads quality component that evaluates how closely an ad matches the intent behind a keyword.
Asset Group
Asset Group is a Performance Max structure that groups creative assets, audience signals, listing groups, and targeting signals around a theme.
Audience Signal
Audience Signal is information supplied to automated campaigns to help machine learning understand likely converting audiences.
B
Brand Exclusion
A Brand Exclusion is a Google Ads campaign setting that uses a brand list to limit serving on searches associated with selected brands in supported inventory.
Broad Match
Broad Match is the most flexible Google Ads keyword match type, designed to reach searches related to the keyword’s meaning.
C
Call Asset
Call Asset is an ad asset that adds a phone number or call option to an ad.
Callout Asset
Callout Asset is a short non-clickable ad asset used to highlight benefits, offers, or differentiators.
Campaign
Campaign is the top-level advertising structure where objective, budget, targeting, bidding, and settings are usually defined.
Conversion Action
Conversion Action is a specific user action configured in an ad platform as valuable, such as a lead, purchase, call, or signup.
Conversion Tracking
Conversion Tracking is the setup that records valuable user actions after ad clicks or other marketing interactions.
Conversion Value
Conversion Value is the monetary or strategic value assigned to a conversion.
D
Demand Gen
Demand Gen is a Google Ads campaign type designed to drive demand across visually rich Google surfaces such as YouTube, Discover, and Gmail.
Display Ads
Display Ads is visual ads shown across websites, apps, and networks rather than only on search result pages.
DSA
DSA is dynamic search ad, a Google Ads format that automatically targets relevant searches based on website content.
Dynamic Search Ad
Dynamic Search Ad is a search ad that uses website content rather than manually selected keywords to help target relevant searches.
E
Enhanced Conversions
Enhanced Conversions is a Google Ads measurement feature that uses hashed first-party data to improve conversion measurement.
Exact Match
Exact Match is a keyword match type designed to show ads for searches with the same meaning or intent as the keyword.
Expected CTR
Expected CTR is Google Ads’ estimate of how likely an ad is to be clicked when shown for a keyword.
F
Final URL Expansion
Final URL Expansion is a Performance Max feature that can send traffic to relevant landing pages beyond the manually entered final URL.
G
GCLID
GCLID is Google Click Identifier, a tracking parameter used to connect ad clicks to conversions and offline imports.