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Google Ads Terminology for Beginners in 2024

Navigating the realm of Google Ads terminology can be a daunting task for beginners, yet it’s a crucial step in mastering digital advertising.

Google Ads, a leading platform in this digital landscape, offers an array of opportunities for businesses and individuals keen on enhancing their online visibility.

This guide is designed to unravel the complexities of Google Ads, presenting key concepts in a straightforward and accessible manner. Whether you are a small business owner, an aspiring marketer, or just starting in digital marketing, understanding the fundamental terminology of Google Ads is essential for tapping into its potential to achieve your business objectives and growth.

Google Ads Dictonary

One of the first steps in mastering Google Ads is familiarizing yourself with its terminology. Here are some key terms you’ll encounter:

Pay-Per-Click (PPC)

This is a model of internet marketing where advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

Click-Through Rate (CTR)

This measures how many clicks your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. A high CTR is a good indication that users find your ads helpful and relevant.

Cost-Per-Click (CPC)

CPC is the amount you pay each time a user clicks on your ad. It’s a vital part of managing campaign finances and understanding ad effectiveness. Visit Adsby’s CPC Calculator.

Conversion Rate

The percentage of visitors who take a desired action, providing a measure of success for an ad campaign.

If 100 people clicked on your ad, but only 10 completed a purchase or filled out a form, your conversion rate is 10%. It measures how good you are at turning clicks into desirable actions like sales or sign-ups.

Quality Score

This is Google’s rating of the quality and relevance of your keywords and PPC ads, impacting your cost and ad placement.

Think of this as a report card for your ad. Google grades your ad based on the relevance of your keywords, the quality of your landing page, and your CTR. A higher Quality Score can lead to better ad positions and lower costs.


These are the words or phrases you choose that trigger your ad to appear in searches. For example, if you sell handcrafted candles, your keywords might include ‘handmade candles,’ ‘artisanal scents,’ etc.

Remember, keywords are a fundamental element of Google Ads; choosing the right ones can significantly impact the success of your campaigns. For insights on selecting more effective keywords read this post.

Negative Keywords

These are the words for which you don’t want your ad to show up. For example, if you sell luxury watches, you might add ‘cheap’ as a negative keyword.


Every time your ad is shown on a search result page or on a site in the Google network, it counts as an impression. It’s the measure of how often your ad is ‘seen.’


This is the position your ad gets on a page. It’s determined by your bid (how much you’re willing to pay) and the quality of your ads (including landing pages and CTR). Higher AdRank means more visibility.

Cost Per Mille (CPM)

This is what you pay for 1,000 impressions of your ad. It’s commonly used in brand awareness campaigns where the focus is on visibility, not necessarily clicks.

Cost Per Engagement (CPE)

Here, you pay when someone engages with your ad in a specific way, like watching a video ad for a certain duration or interacting with an interactive ad format.

Display Network

This is like a network of billboards across the internet where your ad can appear. It includes a vast collection of websites, videos, and apps where your ad can show up based on your targeting.

Different Types of Google Ads

Google Ads offers various formats and each serves a different purpose. It’s important to choose the right type for your campaign goals.

Responsive Search Ads: These are the default ad type that allows you to enter multiple headlines and descriptions. Google Ads automatically tests different combinations and learns which combinations perform best.

Performance Max Ads: A goal-based campaign type that allows access to all of Google Ads inventory from one campaign.

Discovery Ads: These ads appear on Google’s ‘Discover’ feed, YouTube home feed, and Gmail promotions tab.

Display Ads: Typically image-based and shown on web pages within the Google Display Network.

Shopping Ads: These appear in Google Shopping and next to search results, useful for retail marketing.

App Ads: Used for promoting apps across Google’s entire inventory, including Search, Play, YouTube, and the Google Display Network.

Smart Campaigns: Designed for small businesses, this campaign type simplifies the ad process, optimizing your ads to show up to potential customers across Google.

As you embark on your exciting journey with Google Ads, understanding these fundamental terms and concepts is just the beginning. With this newfound knowledge, you’re well-equipped to dive into the world of digital advertising and harness its potential for your business growth.

But why stop there? To truly optimize your Google Ads experience and take your digital marketing efforts to the next level, consider exploring Adsby.

With Adsby’s AI-driven advertising solutions, you gain a trustworthy co-pilot that simplifies the complexities of digital marketing. Start with Adsby today, and transform your Google Ads journey into a pathway of growth, efficiency, and success.

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