Google Ads glossary
Terms that make Google Ads manageable.
From Search and Shopping to tracking, Performance Max and Demand Gen. Clearly explained for ecommerce teams that do not want to base decisions on buzzwords.
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One term. The right context.
Every entry connects a definition with its practical relevance and related terms. The prioritisation reflects current Google Ads work for ecommerce teams.
42 terms
Google AdsGoogle’s advertising platform for search, Shopping, video, display and AI-powered campaigns.SEASearch Engine Advertising: paid advertising in search engines.Search campaignA campaign type for ads against specific search queries on Google Search.KeywordA word or phrase used to align a search campaign with demand.Search queryThe exact text a person enters into Google.Keyword match typesRules that determine how closely a keyword must match a search query.Negative keywordsExclusions that prevent ads from appearing for unwanted search queries.Quality ScoreGoogle’s estimate of the expected quality and relevance of a search ad.Ad RankThe value that determines whether and where an ad is shown.CPCCost per Click: the cost of an ad click.CTRClick-through Rate: the share of impressions that lead to a click.ImpressionsThe number of times an ad was displayed.ConversionA defined action with commercial value, such as a purchase or qualified lead.Conversion trackingThe technical and operational measurement of purchases, leads and other target actions.Conversion rateThe share of clicks or sessions that result in a conversion.Conversion valueThe value Google Ads assigns to conversions.ROASReturn on Ad Spend: the relationship between ad revenue and ad cost.CPACost per Acquisition: the cost of a conversion.AttributionA set of rules that distributes conversion value across ad interactions.Data-driven attributionGoogle’s model for distributing conversion value across multiple ad interactions.Enhanced ConversionsEnhanced conversion measurement using hashed first-party data.Consent Mode v2Google’s consent interface for privacy-conscious tag handling and modelling.Server-side taggingServing and processing tracking tags through a dedicated server container.Smart BiddingAutomated Google bid strategies that optimise for conversion or value goals.Target ROASA bidding target for a desired Return on Ad Spend.Target CPAA bidding target for the desired cost per conversion.Performance MaxA goal-based Google campaign type across Search, Shopping, YouTube, Display, Discover and Gmail.Asset groupA collection of creatives, copy, audience signals and, where relevant, products in Performance Max.Google ShoppingProduct ads on Google based on data from Merchant Center.Google Merchant CenterGoogle’s platform for product data, policies and the connection to Shopping ads.Product feedA structured dataset of products and their attributes for Google.Product approvalThe Merchant Center status that determines whether a product may be advertised.CSSComparison Shopping Service: a price-comparison partner for Google Shopping in Europe.Demand GenA Google campaign type for visual demand generation on YouTube, Discover and Gmail.YouTube AdsVideo ads on YouTube and across Google’s video inventory.RemarketingReaching people who have already interacted with a website, products or advertising.AudiencesSignals or lists that help Google target campaigns.Impression shareThe share of eligible impressions a campaign actually received.Budget pacingManaging how advertising budget is used across days, weeks and months.Keyword PlannerGoogle’s tool for historical search volumes, competition data and keyword ideas.ReachThe number of people or unique users reached by a campaign.View rateThe share of video impressions that result in a counted video view.
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