Understand Key Google Ad Terms
Additional information in ads at no extra cost, falling under Sitelink, Call,
Location, Offer, or App categories.
Determines ad placement based on bid multiplied by Quality Score.
CPC (cost-per-click), CPM (cost per mille), or CPE (cost per engagement) options for
Search, Display, Video, Shopping, App, Smart, or Performance Max.
Click-Through Rate (CTR):
Proportion of clicks to impressions, indicating ad quality and
Conversion Rate (CVR):
Proportion of form submissions to total landing page visits.
Ads shown on Google's Display Network of websites.
Number of times an ad is shown on the SERP.
Words or phrases matching searcher intent to trigger ad display.
Terms to exclude from ad bids.
Pay-per-click advertising where advertisers pay for each ad click.
Quality Score (QS):
Measures ad quality based on CTR, keyword relevance, landing page, and
past performance on SERPs.