Google Ads Glossary

By Rajeev Soraba

Google Ads Glossary or Quick Guide Reference

For the Google Ads beginners’ guide, we have come up with the Google Ad Buzzword or Glossary. This list is a quick guide or help for the beginners to understand terms and terminology used in Google ads. Any point of time, this list helps you to relate and understand the terminology.

A/B or Split Testing: 

One way to optimize the funnel strategy is A/B Testing or Split Testing. This testing helps us to understand, which Landing page is getting more traffic and conversions.

  • Different Landing Page
  • Text Variations on the advert

Ad Delivery:

Google comes up with the 2 standard Ad Delivery options to show the ads on the SERP

  • Ad Delivery (Accelerated) With accelerated delivery, there is a better chance your budget will be completely used each day
  • Ad Delivery (Standard) Standard delivery spreads your budget throughout the day

Ad Extensions:

Google helps to enhance and achieve more quality score to your ad, has introduced lot of ad extensions. They are:

    • Manual Extensions:
      • App Extension
      • Call Extension
      • Location Extension
      • Review Extension
      • Sitelinks Extension
      • Callout Extension
      • Structured Snippets
      • Price Extensions
    • Automated Extensions (automatically added by Google)
      • Consumer Ratings
      • Previous Visits
      • Seller Ratings
      • Dynamic Sitelink extensions
      • Dynamic Structured Snippets

Ad Formats:

While designing your Ad, use additional features provided in Google, such as Ad Extensions. This helps to format your ad in a better way by adding additional information

Ad Group:

Ad Group is a sub Group of your Ad Campaign, which holds targeted Keywords.

Ad Preview and Diagnosis Tool:

A tool Google created to help you test what your ads look like and to troubleshoot

Ad Rank:

The formula Google created to determine your ad’s position in the search results.

[Formula] Ad Rank = Your Max CPC Bid x
Your Quality Score.

Ad Rotation Settings:

A feature in AdWords that allows you to determine which one of your ads within an Ad Group should be served the most.

  • Optimize: According to Google, this setting, “optimizes your ads for each individual auction using signals like keyword, search term, device, location, and more.” 
  • Rotate Indefinitely: Google will keep switching which ads enter auctions for an indefinite amount of time, but it will not optimize or prioritize which ones are entered over others.

Ad Scheduling:

Setting the time and day to serve your ads.

Ad Variations:

The different combinations of text and imagery you create as part of your “ad

AdWords API:

Application Programming Interface aka API that lets advanced AdWords users to build software applications to interact and make changes to their campaigns. To use the AdWords API, you will need a My Client Center account and a developer token. API stands for Application Program Interface.

AdWords Editor:

A free tool from Google that allows advertisers to make bulk changes to their editors

All Conversions:

The total number of conversions AdWords drives for your business

Automated Rules:

By setting up automated rules allows monitoring campaigns automatically and adjust/change bids, budgets, and status.

Automatic Bidding:

The bidding strategy that lets Google automatically adjust your maximum bids across keywords. 

Average Cost-Per-Click (Avg. CPC):

The average amount you are charged after a potential customer clicks on your ad. Average CPC is calculated by dividing the total cost of your clicks by the total number of clicks.

Below the Fold:

Refers to the content, ads, etc. that are only seen after you begin scrolling down the page.

Bid Adjustment:

A specific percentage increase or decrease in your bids across keywords, locations, devices, schedules, and more.

Bounce Rate:

The rate of visitors to your website that leaves without visiting more than one page of your site.

Broad Match:

The keyword setting that allows your ads to be triggered when any type of similar variation, synonym, or phrase is searched.

Broad Match Modifier:

The keyword setting that will give you reach similar to broad match keywords, but also give you more control over who you’re serving your ads to.

Bulk Edit:

The feature that allows you to make edits to campaigns across your account all at once.

Call Extensions:

To enhance your ad performance and helps your customer to call then, you can use Call Extension

Callout Extensions:

Additional text that appears with your ad that calls out some piece of value for your customer.

Call Only Campaigns:

A campaign feature that allows you to make calling your business the only action your customers can take from viewing your ad.

Call to Action:

A word or phrase to promote an immediate response from your customers.

Call Tracking:

The ability to track how many calls your business received as a result of your AdWords campaigns.


This is the main structure within AdWords Account that holds your keywords, ad groups and Ads.

Campaign Status:

An indicator to let you know Campaign Status’ include: Eligible, Paused, Removed, and Ended.


The act of clicking the link in your ad. A click most often leads to a website visit.

Click-Through Rate (CTR):

The percentage of people that click on your ad after viewing it. The formula to determine your CTR is the total number of clicks divided by the total number of impressions.


The action of your customer taking the desired action as a result of your marketing/advertising.

Conversion Rate:

The average number of conversions you will see per click on your ad.

Conversion Tracking:

The method of tracking the important actions your customers make (sales, sign-ups, etc.) that come as a result of Google AdWords ads.


A small file that’s saved on your computer by the websites you visit.

Cost per Click (CPC):

The price you pay Google each time someone clicks on your ad.

Cost-per-thousand Impressions (CPM):

The price you pay Google every time your Display ad sees 1,000 impressions.

Cost-per-view (CPV):

The price you pay Google every time someone views one of your video ads.

Daily Budget:

Maximum amount allocated to the campaign per day

Destination URL:

The destination URL or Landing page that takes your customer to your website after they click on the ad 


If the ad status shows Disapproved, means,  the ad is not in compliance with the Google Policies.

Display Network:

Dispaly networks are the largest content networks. It consists of more than a million websites to show your ad.

Display Partners:

Publisher or Advertiser can become partners with Google to serve the display ads

Display Planner:

This tool is no longer available in Google ads


Your Advert/Campaign is eligible if it meets all the camapaign criteria

End Date: 

How long would you like to run your Campaign? After the End Date, your ad will automatically stops running on the Google Search Result

Enhanced CPC (ECPC):

Based on the performance of the ad Google automatically bid 30% up when it thinks click will lead to conversion. Google allow ECPC only when you have 50-100 conversions in the past.

Exact Match:

This is the Keyword Match type. When you set your Keyword Match type to [Exact Match], then the ad will trigger based on the user keyword. If the user uses the Exact keyword, then the ad will trigger