Interactive Theory FAQs
Browse Google Ads and Paid Search FAQs from Interactive Theory.
Impression Share is the percentage of eligible impressions an ad received compared with the total impressions it could have received. A common calculation is: Impressions received ÷ eligible impressions. It matters because paid search...
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. It matters because paid search can spend budget quickly. Knowing...
Lead Form Asset is an ad asset that lets users submit contact information directly from the ad experience. It matters because paid search can spend budget quickly. Knowing this term helps teams control intent,...
Location Asset is an ad asset that connects ads to business location information. It matters because paid search can spend budget quickly. Knowing this term helps teams control intent, targeting, bidding, creative, conversion tracking,...
Negative Keyword is a keyword exclusion that prevents ads from showing on unwanted or irrelevant searches. It matters because paid search can spend budget quickly. Knowing this term helps teams control intent, targeting, bidding,...
Paid Search is advertising that appears in search engine results based on queries, keywords, intent, audiences, and bidding. It matters because paid search can spend budget quickly. Knowing this term helps teams control intent,...
Pay-Per-Click is an advertising pricing model where cost is tied to clicks rather than only impressions or placements. It matters because paid search can spend budget quickly. Knowing this term helps teams control intent,...
Performance Max is a goal-based Google Ads campaign type that uses automation to access multiple Google channels from one campaign. It matters because paid search can spend budget quickly. Knowing this term helps teams...
Phrase Match is a keyword match type that can show ads for searches that include the meaning of the keyword phrase. It matters because paid search can spend budget quickly. Knowing this term helps...
PMax is Performance Max, Google’s automated cross-channel campaign type for goal-based advertising. It matters because paid search can spend budget quickly. Knowing this term helps teams control intent, targeting, bidding, creative, conversion tracking, and...
Quality Score is a diagnostic metric that estimates keyword, ad, and landing page relevance in paid search. It matters because paid search can spend budget quickly. Knowing this term helps teams control intent, targeting,...
Responsive Search Ad is a Google Ads search ad format where multiple headlines and descriptions are combined automatically. It matters because paid search can spend budget quickly. Knowing this term helps teams control intent,...
Search Ads is text or asset-based ads that appear on search results pages when users search relevant queries. It matters because paid search can spend budget quickly. Knowing this term helps teams control intent,...
Search Terms Report is a Google Ads report showing the actual queries people searched before interacting with ads. It matters because paid search can spend budget quickly. Knowing this term helps teams control intent,...
Search Theme is a Performance Max signal that lets advertisers provide topics or queries they know are relevant to customers. It matters because paid search can spend budget quickly. Knowing this term helps teams...
Shopping Ads is product-focused ads that use merchant feed data such as title, price, image, and availability. It matters because paid search can spend budget quickly. Knowing this term helps teams control intent, targeting,...
Sitelink Asset is an ad asset that adds additional links to specific pages below a search ad. It matters because paid search can spend budget quickly. Knowing this term helps teams control intent, targeting,...
Smart Bidding is Google Ads automated bidding strategies that use machine learning to optimize for conversions or conversion value. It matters because paid search can spend budget quickly. Knowing this term helps teams control...
Target CPA is a Smart Bidding strategy or target that aims to generate conversions at a specified average cost per acquisition. It matters because paid search can spend budget quickly. Knowing this term helps...
Target ROAS is a Smart Bidding strategy or target that aims to generate conversion value at a specified return on ad spend. It matters because paid search can spend budget quickly. Knowing this term...
YouTube Ads is video and display ad placements that appear on YouTube and related Google video inventory. It matters because paid search can spend budget quickly. Knowing this term helps teams control intent, targeting,...
Clicks without leads usually point to a mismatch between search intent, ad promise, landing page experience, offer, trust, or tracking. The campaign may be buying broad or irrelevant searches, the landing page may load...
