Google Ads
Google Ads is Google’s advertising platform for running paid campaigns across Search, YouTube, Display, Shopping, Discover, Maps, and other Google inventory.
Interactive Theory Glossary
Google Ads and Paid Search Definitions
Browse Google Ads and Paid Search definitions from Interactive Theory.
24 definitions
G
I
Image Asset
Image Asset is a visual ad asset used to make eligible ads more engaging.
Impression Share
Impression Share is the percentage of eligible impressions an ad received compared with the total impressions it could have received.
K
Keyword
Keyword is a word or phrase used to represent the topics, searches, and language customers use when looking for information or solutions.
Keyword Match Type
Keyword Match Type is a Google Ads setting that controls how closely a keyword must match a user’s search before an ad can show.
L
Landing Page Experience
Landing Page Experience is a Google Ads quality component evaluating the relevance, usefulness, transparency, and usability of the page after the click.
Lead Form Asset
Lead Form Asset is an ad asset that lets users submit contact information directly from the ad experience.
Location Asset
Location Asset is an ad asset that connects ads to business location information.
M
Manual CPC
Manual CPC is a bidding strategy where advertisers set maximum cost-per-click bids manually.
Maximize Clicks
Maximize Clicks is an automated bid strategy focused on driving as many clicks as possible within budget.
Maximize Conversion Value
Maximize Conversion Value is an automated bid strategy focused on generating the highest total conversion value within budget.
Maximize Conversions
Maximize Conversions is an automated bid strategy focused on generating as many conversions as possible within budget.
N
Negative Keyword
Negative Keyword is a keyword exclusion that prevents ads from showing on unwanted or irrelevant searches.
P
Paid Search
Paid Search is advertising that appears in search engine results based on queries, keywords, intent, audiences, and bidding.
Pay-Per-Click
Pay-Per-Click is an advertising pricing model where cost is tied to clicks rather than only impressions or placements.
Performance Max
Performance Max is a goal-based Google Ads campaign type that uses automation to access multiple Google channels from one campaign.
Phrase Match
Phrase Match is a keyword match type that can show ads for searches that include the meaning of the keyword phrase.
PMax
PMax is Performance Max, Google’s automated cross-channel campaign type for goal-based advertising.
PPC
PPC is pay-per-click advertising, a model where advertisers typically pay when users click an ad.
Primary Conversion
A Primary Conversion is a Google Ads conversion action included in the Conversions column and used for bidding when its standard goal is selected for the campaign.
Q
Quality Score
Quality Score is a diagnostic metric that estimates keyword, ad, and landing page relevance in paid search.
R
Responsive Search Ad
Responsive Search Ad is a Google Ads search ad format where multiple headlines and descriptions are combined automatically.
RSA
RSA is responsive search ad, the standard flexible search ad format in Google Ads.
S
Search Ads
Search Ads is text or asset-based ads that appear on search results pages when users search relevant queries.