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Google Ads: Jargon Explained


Google Ads: Jargon Explained

Getting started with Google Ads can be a little tricky if you’re unfamiliar with some of the terms and jargon.

Investing in Google Ads (previously AdWords) helps put your business directly in front of your customers’ eyes. The pay per click (PPC) ad platform gives businesses an easy opportunity to advertise to customers searching for keywords in your company’s niche.

We’ve created a glossary for Google Ads to help you get started:


An ad campaign is made up of all your ad groups and allows you to run multiple ads with all the same settings such as budget, keywords, campaign type etc. Campaigns keep it simple and help you to stay organised by allowing you to control all your ads from one campaign.

There’s a variety of campaign types to choose from. Some examples of campaign types are, display ads, shopping ads, video ads, search ads. We give an overview of the common types of Google Ad Campaign in this blog post.


Keywords are the words you include in your ad to ensure your ad is being placed effectively. These keywords are what helps find the right audience and ensure your ads are targeting the right users.


PPC stands for pay per click, meaning that you only pay when someone clicks on your ad. While PPC can be a really great way to get immediate results, they’re not for everyone. Find out if PPC is really worth it for your business in this guide.

Is PPC (Pay Per Click) really worth it? The benefits of PPC explained

Landing Page.

Your landing page is the page that your ad leads to. It’s Google’s job to show the ad, it’s your job to ensure your landing page is effective and provides enough information to turn your leads into customers.

Here’s how to create an effective landing page for your next Google Ad.

Quality Score.

Your quality score takes into consideration the quality of your ad; its click-through rate, the quality of your landing page, the relevance of your keywords and past performance on the SERP (search engine results page). Your quality score is very important as it will play a part in how successful your ad is and its ranking on the search engine.

Ad Rank.

Your Ad Rank is where your ad is placed on the search engine. It’s affected by your maximum bid multiplied by your quality score.


Your ad placement depends on how much you bid. When creating a campaign, you can select a maximum bid amount. The higher you bid, the better your ad will place. There are three ways to bid: CPC (cost-per-click), CPM (cost per thousand) or CPE (cost per engagement).

Click-through Rate.

CTR (click-through-rate) measures how many people see your ad and click through to your link destination.

Conversion Rate.

The measure of clicks on your ad in comparison to the user converting to a customer. The conversion rate looks mostly at your landing page and its ability to convert potential customers.

Call to Action (CTA).

Your call to action is simply is the action you want your ad to lead to, this could be a phone call, an enquiry or buying one of your products. CTAs are most effective when they’re short and to the point, for example, buy now, or call.

Split Testing.

Split testing – AKA A/B testing – is a technique that marketers use to experiment and find what ads are more successful and work better for their business.

Want to create an effective Google Ad campaign? Talk to a member of our team today