Digital Glossary

Search Absolute Top Impression Rate is the percent of your impressions that are shown as the very first ad above the organic search results.

Use this metric to see whether changes in performance are due to changes in your ads' location.

For example, if out of 100 impressions, an ad has 10 impressions in which it appears as the first ad above the organic search results, the absolute top of page rate will be 10%.

This column shows the number of ad changes, such as adding or deleting an ad, that have been made during your selected date range.

How it works: Click the number to see each change displayed in your change history.

Good to know: Changes made yesterday are displayed after 10am (PST) today.

Additional information that can be included in paid search ads. Often used to provide more detail and improve a user’s interaction with an advertisement. It's a Google Ads feature that shows additional information in your top placed ads such as,

location and phone number
site links to pages deeper in your website
call outs
structured snippets
reviews,
address,
pricing,
callouts,
app downloads,
sitelinks,
and click-to-call.

It's Ad extensions help advertisers create richer, more informative ads that take up more on-page real estate, which generally lead to higher Click Through Rates.

Determines which ad formats can be in an ad group.

What it is: An ad group is a collection of ads that all have the same format/theme, for example, text (standard) or Shopping ads.

Keep in mind: To run both in-stream and video discovery ads in Google Ads video campaigns, you’ll need to create 2 different ad groups.

A grouping of websites or digital properties (like apps) where ads can appear. and it can also be a group of websites that have ad inventory for advertisers to purchase.

For example, Google has 2 ad networks: the search network (text ads that appear in search results) and the display network (image ads that appear on millions of websites that have partnered with Google) and Facebook Audience Network.

Google’s method for determining each ad’s position on a search engine results page. The advertiser with the highest ad rank will be placed in the top position followed by the ad with the second highest ad rank and so forth. Ad Rank is calculated based on the bid received, Quality Score and ad assets (formerly extensions), for each ad eligible to appear.

The rank of an ad in a given auction compared to other ads in that auction used to determine the ad’s position. Ad rank may be different in each auction

"Ad relevance" measures how closely your keyword matches the message in your ads. A below average score may mean that your ads are too general or specific to answer the user’s query, or that this keyword isn’t relevant to your business.

Ad relevance is one component of your keyword’s overall Quality Score.

Since Google will only show one ad at a time from an advertiser, ad rotation determines which ad to display if there is more than one ad contained in an ad group.

“All changes” shows the number of changes made to your campaigns or ad groups during your selected date range.

Changes are shown after 10 a.m. PST the day following the change. Changes before May 19, 2014 aren’t shown.

Allows you to include a link to your app on Google Play and the Apple App Store. The headline of the ad will continue to link through to your website.

A tool that allows you to see all the other domains entering the same Google ad auctions at the campaign, ad group, and keyword level. Additionally, they give you information on how well your ads are performing in comparison to the different advertisers’ domains.

Allow you to define conditions to automatically make changes to your campaigns, ad groups, keywords and ads. (i.e. pausing keywords that have received less than 100 clicks and zero conversions).

A metric in Google Adwords that helps advertisers understand where, on average, their ads are showing in Google search results pages. There are usually 4 available ad slots at the top of a search result page (where 1 is the first ad, 2 is the second ad, etc), so for the best results advertisers typically want an average position between 1-4. Average position 5+ indicates that your ads are showing at the bottom of the search results page.

Average target CPA is the average target that your bid strategy optimized for over the selected time period.

This average includes device bid adjustments, ad group target CPAs, and any changes you've made to your strategy target over this time period.

Average target ROAS is the average target that your bid strategy optimized for over the selected time period.

This average includes ad group ROAS targets, and any changes you've made to your strategy target over this time period.

A Google owned program that is used by advertisers to place ads on Google search results pages, on Youtube, and on Google ad network sites. Adwords is the primary platform for PPC advertising.

are the minimum scores that an advertiser's ad must meet in order to be eligible to appear in a particular auction or ad placement. The Ad Rank threshold is a way for Google to ensure that only high-quality ads that are relevant to the user are shown in the top positions. The higher the Ad Rank threshold, the more competitive the auction and the more difficult it will be for an ad to appear in the top positions. There are no well-define factors that determine the ad-rank thersholds, but here are some factors you may consider (Ad relevance - Landing page experience - Historical performance of the ad and the advertiser - Ad format and targeting - Quality of the ad - Relevance of the ad to the search query - The context of the person's search - The person's search history - The device the person is using - The location and time of the search - The expected impact of assets (formerly extensions) and other ad formats - The competition - The relevance of the ad to the search query - Other relevance and performance factors)

This keyword would trigger your ads if a user searched for this phrase in any order, and with synonyms too (i.e. the keyword ‘womens shoes’ matches to ‘cheap womens shoes’, ‘womens blue shoes’ or ‘ladies shoes’).

The budget column shows your campaign's daily budget. If the campaign draws from a shared budget, then the amount in this column reflects the entire shared budget.

It also considered as the maximum amount you're willing to spend on your ad sets or campaigns, on average each day or over the lifetime of your scheduled ad sets or campaigns.

A technique used to optimize bid strategies in auction-based advertising, reducing buyer's bids across subsequent auctions to find the optimal price that ensures a balance between auction success and bid ceiling. It involves finding an average bid between the highest and lowest price bids, preventing overpaying in first-price auctions, taking into account factors such as pricing data, site, ad size, exchange, and competitive dynamics. The bid price will generally rise as the win rate decreases, using the algorithm can result in buyer savings for every auction won where shading is enabled.

A graphical web advertising asset that can be shown across various websites. The largest and most popular image ad network is run by Google, and allows ads in the following common sizes:

250 x 250 – Square
200 x 200 – Small Square
468 x 60 – Banner
728 x 90 – Leaderboard
300 x 250 – Inline Rectangle
336 x 280 – Large Rectangle
120 x 600 – Skyscraper
160 x 600 – Wide Skyscraper
300 x 600 – Half-Page Ad
970 x 90 – Large Leaderboard

A Keyword Bid is the amount an advertiser is willing to pay a Search Engine for an ad click on a certain keyword searched.

This column shows the number of bid changes, such as Max. CPC bid changes, that have been made during your selected date range.

How it works: Click the number to see each change displayed in your change history.

Good to know: Changes made yesterday are displayed after 10am (PST) today. Changes made before May 19, 2014 are not shown in this column.

Your bid strategy type is how you've chosen to set bids for your ads. Strategies can be manual or automated, depending on your performance goals. You can change your bid strategy type at any time.

An ad feature that allows advertisers to include additional information about their businesses and offering to their ads. In the case of call extensions, this additional information is your business phone number.