Absolute Top Impression Share
Absolute Top Impression Share is the percentage of impressions shown as the very first ad above organic search results. A common calculation is: Absolute top impressions ÷ total impressions. In Google Ads and paid...
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. In Google Ads and paid search, this term gives marketers, designers, developers, and business owners a...
Ad Group
Ad Group is a grouping of ads, keywords, audiences, or assets within a campaign. In Google Ads and paid search, this term gives marketers, designers, developers, and business owners a precise way to talk...
Ad Rank
Ad Rank is the value Google Ads uses to determine whether and where ads appear in an auction. In Google Ads and paid search, this term gives marketers, designers, developers, and business owners a...
Ad Relevance
Ad Relevance is a Google Ads quality component that evaluates how closely an ad matches the intent behind a keyword. In Google Ads and paid search, this term gives marketers, designers, developers, and business...
Asset Group
Asset Group is a Performance Max structure that groups creative assets, audience signals, listing groups, and targeting signals around a theme. In Google Ads and paid search, this term gives marketers, designers, developers, and...
Audience Signal
Audience Signal is information supplied to automated campaigns to help machine learning understand likely converting audiences. In Google Ads and paid search, this term gives marketers, designers, developers, and business owners a precise way...
B
Brand Exclusion
Brand Exclusion is a control used to prevent certain brand-related searches from triggering a campaign or asset group. In Google Ads and paid search, this term gives marketers, designers, developers, and business owners a...
Broad Match
Broad Match is the most flexible Google Ads keyword match type, designed to reach searches related to the keyword’s meaning. In Google Ads and paid search, this term gives marketers, designers, developers, and business...
C
Call Asset
Call Asset is an ad asset that adds a phone number or call option to an ad. In Google Ads and paid search, this term gives marketers, designers, developers, and business owners a precise...
Callout Asset
Callout Asset is a short non-clickable ad asset used to highlight benefits, offers, or differentiators. In Google Ads and paid search, this term gives marketers, designers, developers, and business owners a precise way to...
Campaign
Campaign is the top-level advertising structure where objective, budget, targeting, bidding, and settings are usually defined. In Google Ads and paid search, this term gives marketers, designers, developers, and business owners a precise way...
Conversion Action
Conversion Action is a specific user action configured in an ad platform as valuable, such as a lead, purchase, call, or signup. In Google Ads and paid search, this term gives marketers, designers, developers,...
Conversion Tracking
Conversion Tracking is the setup that records valuable user actions after ad clicks or other marketing interactions. In Google Ads and paid search, this term gives marketers, designers, developers, and business owners a precise...
Conversion Value
Conversion Value is the monetary or strategic value assigned to a conversion. In Google Ads and paid search, this term gives marketers, designers, developers, and business owners a precise way to talk about work...
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. In Google Ads and paid search, this term gives marketers, designers,...
Display Ads
Display Ads is visual ads shown across websites, apps, and networks rather than only on search result pages. In Google Ads and paid search, this term gives marketers, designers, developers, and business owners a...
DSA
DSA is dynamic search ad, a Google Ads format that automatically targets relevant searches based on website content. In Google Ads and paid search, this term gives marketers, designers, developers, and business owners a...
Dynamic Search Ad
Dynamic Search Ad is a search ad that uses website content rather than manually selected keywords to help target relevant searches. In Google Ads and paid search, this term gives marketers, designers, developers, and...
E
Enhanced Conversions
Enhanced Conversions is a Google Ads measurement feature that uses hashed first-party data to improve conversion measurement. In Google Ads and paid search, this term gives marketers, designers, developers, and business owners a precise...
Exact Match
Exact Match is a keyword match type designed to show ads for searches with the same meaning or intent as the keyword. In Google Ads and paid search, this term gives marketers, designers, developers,...
Expected CTR
Expected CTR is Google Ads’ estimate of how likely an ad is to be clicked when shown for a keyword. In Google Ads and paid search, this term gives marketers, designers, developers, and business...
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. In Google Ads and paid search, this term gives marketers, designers, developers,...
G
GCLID
GCLID is Google Click Identifier, a tracking parameter used to connect ad clicks to conversions and offline imports. In Google Ads and paid search, this term gives marketers, designers, developers, and business owners a...