PPC Basics #1 - The Glossary

To a marketing novice, the stuff you see when you get into a Google Ads (or any PPC) account evokes the same bamboozlement that a top of the range time machine would to Bernard Manning. Loads of unfamiliar terms, settings, pages, and tabs. You can’t teleport yourself to the year 2134 using Google AdWords, but if you don’t know what you’re doing you could reverse your bank account back to the Student Age. An exciting yet financially precarious time.

Here is a list of terms you’ll see in a Google Ads account and what they mean. If you have any questions about PPC, please contact us here and we’ll get back asap.



Level of account organisation, often used to break down your account by your product/service, or sections of your website. Each campaign can contain multiple Ad Groups.

Ad group

Level of account organisation used to contain a set of ads shared by keywords which are organised by theme.


Words/phrases describing your product or service which will be used to trigger your ads


Text or image promoting your product/service. There are multiple ad formats depending on what and where you’re advertising.

Text Ads

– Text only, primarily used on Search.

Image Ads

– Static or animated image ads which show on the Display network.


– Ads which are dynamic, using text and image resources you add. They are formatted to fit the space, and can be either text or image ads.

Shopping Ads

– Image and text showing your product, details, and price.

App Ads

– App promotion ads to drive users to download your app.

Call Ads

– Primarily displaying your phone number to drive users to call you, they only display on devices capable of making calls.

Landing Page

The URL that your users go to when they click on your ad.

Ad Extension

Additional content on your ad, displaying information such as address, phone number, or links to other pages of your site. There are multiple types of ad extension.


Tags you can add to campaigns, ad groups, keywords or ads to organise them into groups. Can be used to filter, view or report on data.

Quality Score

A rank of quality, from 1-10. This is an estimate of your ad, keyword and landing page quality. Higher Quality Scores can lead to lowered costs and better ad positions.


How much you are prepared to pay for a click.

Performance Metrics


When a user clicks on your ad to visit your website.


When your ad is shown on a search results page or other page on the network.


Click Through Rate. Clicks divided by impressions, as a percentage. Shows how often users click on your ad, and is a good indicator of your keyword to ad relevance.


Cost Per Click. Cost divided by clicks, as a percentage. Shows how much you pay on average per click.


An action that is valuable to your site, such as a purchase or form completion.


Cost Per Conversion. Cost divided by Conversion. Shows how much you pay on average per conversion.

Conv. rate

Conversion Rate. Conversions divided by clicks, as a percentage. Shows how often on average users who click on your ads complete a conversion action.

Conv. value

Conversion Value. The value of each conversion. This is either a set value that you assign to each conversion value or, in the case of sales, how much revenue is generated.

Average Position

Where your ad appears in the search results, relative to other ads.

Impression Share

The impressions you’ve received as a percentage of the impressions you were eligible to receive.

Campaign/Targeting Types

Search Network

Search sites, e.g. Google, where your ads can appear.

Display Network

A large group of websites, videos and apps where your ads can appear.


Product ads that appear on search results and shopping sites. They are based on a product feed and show the product image, descriptions, and price.


Targeting users who have previously visited your site. Typically image ads are used, which previous visitors will see when they are on other websites and apps.


Targeting groups created based on defined criteria, for example age groups, user interests, user behaviour.


User criteria such as age range, gender, parental status or household income. Used as a targeting method.


Topics that your users are interested in. Can be used as a targeting method by placing your ads on sites, apps and videos about these topics.


Specific sites on the Display Network where your ads can appear.


Bid Modifier

Adjustments to your bids based on user location, day, time, device, and remarketing audience.


Identifying the touch points in a user’s journey to conversion and assigning a portion of the conversion’s value to each point. There are multiple attribution models available.

For Google Ads / PPC help – contact Huxley now.