1. Home
  2. »
  3. Uncategorized
  4. »
  5. Unlock the Language: Your Go-To Glossary for Google Ads Terms

Unlock the Language: Your Go-To Glossary for Google Ads Terms

Table of Contents

Ever felt lost in the labyrinth of Google Ads and SEO jargon? You’re not alone, but you’re also not stuck—this is your compass.

“Ace the Lingo: An Expert’s Glossary of Google Ads” is not just a dictionary, it’s your backstage pass to the complex world of digital marketing.

We’ve handpicked and demystified the most essential terms, so you can not only talk the talk but walk the walk. Stick around, and you’ll exit this digital rabbit hole as an industry sage.

Glossary in Google Ads

Pay-Per-Click (PPC)

PPC, or Pay-Per-Click, is a digital advertising model where advertisers pay a fee each time their ad is clicked. It’s essentially buying visits to your site rather than earning them organically.

Key Benefits for Businesses:

  • Immediate Visibility: Launch an ad and see results quickly.
  • Targeted Audience: Show ads based on specific keywords, locations, and times.
  • Measurable Results: Track clicks, conversions, and ROI in real-time.
  • Budget Control: Spend as much or as little as you want.
  • Brand Awareness: Even unclicked ads boost brand recognition.

In essence, PPC is a fast, focused, and flexible advertising model that can drive targeted traffic and increase brand visibility.

Cost Per Lead (CPL)

A metric evaluating the cost incurred when an advertiser secures a definitive registration from a consumer intrigued by the advertiser’s proposition, facilitated through Google Ads.

Cost Per Sales (CPS)

Cost per Sale (CPS), often referred to as cost per conversion, denotes the amount an advertiser spends to achieve a single sale (or conversion) stemming from a specific advertisement.

Employed mainly in online advertising and affiliate marketing, this metric helps businesses assess the effectiveness and profitability of their advertising campaigns.

CPS = Total Advertising Cost ÷ Number of Sales (or Conversions)

Significance: By understanding the CPS, advertisers can gauge the direct impact of their ads on sales, allowing for more informed budgeting and strategic decisions. It provides a clear picture of the return on investment (ROI) for specific advertising efforts.

Unlike Cost per Click (CPC) where advertisers pay for each click, irrespective of the outcome, CPS ensures that advertisers only spend when an actual sale occurs, making it a more result-oriented metric.

Businesses use the CPS model often in affiliate marketing, where partners are remunerated based on actual sales they generate, not mere leads or clicks.

Bid - Max CPC

Max CPC (Maximum Cost Per Click) (on Google Ads): The ceiling amount an advertiser is prepared to pay for a single user’s click on their ad, also known as a bid. For instance, if you set your Max CPC at $5.00, that’s the most you’d be willing to pay, but often the actual cost will be lower. The final amount paid is determined by Google Ads’ auction dynamics, where you’re charged just enough to rank higher than the next closest competitor. This ensures you don’t overpay while maintaining your desired ad positioning.

Cost Per Click (CPC)

Cost Per Click (CPC) (on Google Ads): A pricing model where advertisers are charged solely for each user click on their displayed ad. CPC allows advertisers to pay specifically for user interactions that lead them to their landing page, offering a more direct measure of engagement compared to other pricing models like Cost Per Mille (CPM), which charges per thousand impressions. The CPC model provides a focused approach to budget allocation, enabling advertisers to monitor and optimise their campaigns based on the cost-effectiveness of individual clicks.

PPC Tracking

PPC Tracking, the process of monitoring and analysing the performance of pay-per-click advertising campaigns to optimise for desired outcomes.

View-through Conversion

The designated timeframe following an ad impression during which a conversion, occurring without direct user interaction with the ad, is logged. When setting up or modifying conversion actions in Google Ads, users can define this window, such as 30 days. Extending this window typically results in Google Ads capturing more view-through conversions.

Keyword Strategy

A blueprint for achieving desired website positions on Search Engine Results Pages (SERPs). It guides the selection of tactics to optimise for specific search terms, driving targeted traffic and enhancing digital marketing outcomes.

Keyword Research

Google Ads keyword research means pinpointing and studying the exact terms your target audience types into Google. The aim is to unearth keywords that strongly indicate a desire to engage with your products or services, often referred to as transactional keywords.

Bidding Types

In Google Ads, bid strategies dictate how advertisers allocate their budget to drive specific user interactions. The array of options includes:

  • Cost-Per-Click (CPC) Bidding: Charging advertisers for each click on their ad. It can be manually set or enhanced, where Google dynamically adjusts to maximise conversions. 
  • Cost-Per-Mille (CPM) Bidding: Primarily for Display Network and YouTube campaigns, advertisers pay per thousand ad impressions.
  • Cost-Per-Engagement (CPE) Bidding: Designed for interactive ads, charging occurs when users engage with specific ad content.
  • Cost-Per-View (CPV) Bidding: Optimal for video campaigns, it incurs costs for video interactions or views.
  • Target Cost-Per-Acquisition (CPA) Bidding: Google optimises bids to hit conversions at a desired cost-per-acquisition.
  • Target Return on Ad Spend (ROAS) Bidding: Striving for a designated return on ad investment.
  • Maximise Conversions Bidding: Utilising Google’s intelligence, this strategy aims for the highest number of conversions within a set budget.
  • Maximise Conversion Value Bidding: Bids are adjusted to boost the total value of conversions.
  • Target Impression Share Bidding: Seeks to attain a specific percentage of impressions at a chosen spot on the search results page.
  • Maximise Clicks Bidding: An automated approach focusing on obtaining the most clicks for the allocated budget.

In the intricate world of digital advertising, these bidding types offer marketers varying degrees of control and automation, enabling them to align strategies closely with their unique business objectives and campaign goals. This glossary serves as a quick reference to understand the multifaceted bidding options available in Google Ads.

Dynamic Landing Pages

Web pages tailored to display varied content or messaging to users based on specific behavioural attributes. Notably, they can employ dynamic keyword insertion techniques to enhance content relevance in alignment with a user’s search terms, ensuring a more personalised and effective user experience. These pages aim to boost engagement and conversions by catering directly to the visitor’s intent or background.