collect! Google Ads Terms That Marketers Must Know

The following common Google Ads terms will help you set up, manage, and optimize Google Ads. Some of these terms are specific to Google Ads. Knowing this information can help you run your campaigns more effectively.

1. AdRank

Your AdRank determines your ad placement. The higher the value of AdRank, the higher the ranking, and the more likely users are to click on your ad. AdRank is calculated by multiplying the highest bid by the quality score.

2. Bidding

Google Ads is based on an auction system, where advertisers select the maximum amount they are willing to pay for a click on their ad. The higher the bid, the better the placement. You can use three bidding methods: CPC, CPM, or CPE.

CPC: Cost Per Click refers to the fee paid for each click on the advertisement.

CPM: Cost Per Mille, which is the cost per thousand impressions, when the ad is shown to one thousand people.

CPE: Cost Per Engagement is the cost per interaction, which is the fee paid when a user takes a predetermined action on an ad.

3. Campaign Type

Before you start a paid advertising campaign on Google Ads, you have three campaign types to choose from: search, display, or video.

Search ads are text ads that appear on Google search results pages.

Display ads are typically image-based and appear on pages on the Google Display Network.

Video ads are usually between 6 and 15 seconds long and appear on YouTube.

4. Click-Through Rate (CTR)

CTR refers to the ratio of the number of clicks an ad receives to the number of views it receives. A higher CTR indicates a higher quality ad that matches search intent and targets relevant keywords.

5. Conversion Rate (CVR)

CVR refers to the ratio of form submissions to total visits to your landing page. A high CVR means that the landing page presents a seamless user experience that matches the ad promise.

6. Display Network

Google ads can appear on search results pages or on web pages within the Google Display Network (GDN). GDN (Google's Display Network) is a network of websites that allows Google ads to be placed on web pages. These ads can be text-based or image-based and display content related to target keywords. The more popular display advertising options are Google Shopping and App campaigns.

7. Extensions

Ad extensions allow you to supplement your ads with additional information at no extra cost. There are five types of ad extensions: Sitelink, Call, Location, Offer, and App.

8. Keywords

When a Google user enters a keyword query into the search box, Google displays a list of results that match the searcher's intent. Keywords are words or phrases that match the searcher's needs and satisfy their query. You can choose keywords based on the queries for which your ad will be displayed. For example, if you type in "how to remove chewing gum from shoes," you'll see search results like "chewing gum on shoes" and "cleaning shoes."

Negative Keywords are a list of keywords that you don’t want to rank for. Google will remove these keywords from your bids. Often, these keywords are somewhat related to the keywords you want, but are outside the range you can offer or want to rank for.

9. PPC

Pay Per Click (PPC) is a type of advertising where advertisers pay per click. PPC is not specific to Google Ads, but is a more general paid advertising campaign. Before you start your first Google Ads campaign, it’s important to understand the ins and outs of PPC.

10. Quality Score (QS)

Your quality score will be measured by a combination of click-through rate (CTR), keyword relevance, landing page quality, and past SERP performance. QS is the decisive factor of AdRank.

How do Google Ads work?

Google Ads displays your ads to potential customers who are interested in your products or services. Advertisers will bid based on search terms or keywords, and the winning bidder's ad will appear at the top of the search results page, within a YouTube video, or on a related website, depending on the type of campaign.

Many factors can influence your ability to run effective and high-performing Google Ads. For example, the following factors:

AdRank and Quality Score

AdRank determines the position of the ad, and quality score is one of the key factors in determining AdRank (the other is the bid amount). Remember, your Quality Score is based on the quality and relevance of your ad, and Google measures the amount of clicks (i.e., CTR) that your ad generates when it is shown. Your CTR depends on how well your ad matches the searcher’s intent. You can tell from three things:

(1) Keyword relevance

(2) Do the ad copy and CTA meet the searcher’s expectations?

(3) User experience of the landing page

When setting up a Google Ads campaign, most of your focus should be on QS. The higher the QS, the lower your bid costs and the better placement you can get.

Campaign types: Search, Display, and Video

You can choose from one of three campaign types on Google Ads: search, display, or video. Let’s take a look at the uses of each type.

Search Ads

Search ads are text ads that appear on Google search results pages. For example, searching for “pocket squares” Google will display sponsored results or ads like this:

The benefit of search advertising is that you can show your ads where most users are looking for information. Google displays ads that are contextually relevant to the search results, so users are more likely to view and click on them.

Responsive search ads

Responsive search ads allow you to enter multiple versions of your headline and ad copy (15 and 4 respectively), allowing Google to choose the best performing ad to show to users. With traditional advertising, you create a static version of your ad using the same headline and description every time. Responsive ads allow dynamic ads to be automatically tested until a version is found that fits the target audience.

Display ads

Google has a network of websites across various industries, the Google Display Network, and has a large Google Ads audience. For website owners, they can charge a fee for each click or impression of their ad. For advertisers, they can display their advertising content in front of the audience and then attract the audience's attention through image ads.

Other options for display ads include Shopping campaigns and App campaigns, both of which can appear on search engine results pages.

Video Ads

Video ads appear before or after (or sometimes in the middle of) a YouTube video. Remember, YouTube can also be considered a search engine. The right keywords will place your ad within the video and grab the user’s attention.

Location

When you first set up Google Ads, you’ll choose the geographic areas where your ads will appear. If you have a storefront, it should be set within a reasonable radius of the store’s physical location. If you have an e-commerce store and physical products, you should set your ad placement based on where you ship from. If you offer a service or product that can be used worldwide, then the sky is the limit.

The ad position settings will play a role in the placement. For example, if you own a yoga studio in San Francisco, someone searching for “yoga studio” in New York will not see your ad, regardless of your AdRank. That’s because Google’s primary goal is to show the most relevant results to local searchers, even when paid.

Keywords

Keyword research is equally important for both paid advertising and organic search. Your keywords need to match the searcher’s intent as closely as possible. This is because Google matches your ads to search queries based on the keywords you choose. Each ad group you create within your campaign will target a small set of keywords (anywhere from one to five keywords), and Google will show your ads based on those selections.

Match Type

Match types give you a little wiggle room when it comes to keyword selection. They tell Google whether to match your ad to an exact search query, or to show your ad to people who search for any query.

There are four match types to choose from:

(1) Broad Match is the default setting, which uses the words in the keyword phrase in any order. For example, "goat yoga in Auckland" would match "goat yoga" or "yoga in Auckland".

(2) Modified Broad Match allows you to target certain words within a keyword phrase by indicating them with a “+” sign. A match must contain at least the locked word. For example, "Auckland + goat yoga" may produce search results such as "goats", "foods that goats like", "goats and yoga", etc.

(3) Phrase Match will match queries with keyword phrases in exact order, but the phrase may contain other words before and after it. For example, "goat yoga" will result in "spotted goat yoga" or "goat yoga with puppies."

(4) Exact Match maintains your keyword phrases in the correct order. For example, if you type in "goat yoga classes," "goat yoga" will not appear.

If you’re just starting out and don’t fully understand how ad search works, it’s worth switching from broad match to other methods to test which queries get the best search results. However, if your ad will rank for a variety of queries, you should monitor your ad closely and modify it as new information becomes available.

Headline and Description

Ad copy is the key to increasing click-through rate. Ad copy must match the searcher’s intent, align with your target keywords, and address pain points with a clear solution.

A search for "baby swimming lessons" yields the results shown above. The ad copy is concise and clearly communicates the message in a limited space, connecting with the target audience.

This advertiser, Swim Revolution, focuses keywords in their title so users can immediately find the key information they need. Next, the description tells users why they should choose swimming lessons from Swim Revolution.

The ad description uses words like “skill,” “fun,” “confidence,” and “comfortable in the water” to alleviate users’ concerns about teaching their babies to swim while showing users that babies will learn to swim from this lesson.

Ad Extensions

If you’re running Google Ads, there are two reasons to use ad extensions: they’re free, they provide users with more information, and they allow users to engage with your ads.

There are 5 types of ad extensions:

(1) Sitelink Extensions can add content to your site to make you stand out and provide additional links to your site.

(2) Call Extensions allow you to include a phone number in your ad, giving users an alternative (instant) way to contact you. If your customer service team is ready, you can reach and convert more audiences with this extension.

(3) Location Extensions can display your location and phone number in your ad, and Google can provide a map to help searchers find you easily. This option is ideal for businesses with storefronts and works well for the search query “near me.”

(4) If you are running a promotion, offer extensions will play a big role. Price extensions can attract a more price-sensitive audience.

(5) App Extensions provide mobile users with links to download the app. This reduces the hassle of having to perform a new search to find and download the app in the AppStore.

Google Ads Retargeting

Retargeting in Google Ads (also known as remarketing) is the process of advertising to people who have interacted with you online but haven’t yet converted. Cookies will track users across the web and target those users with your ads. Remarketing is so effective that according to research, a potential customer needs at least 7 remarketing sessions before they become a customer.

Author: Hugo.com Lv Xiaolin

Source: Hugo.com Lv Xiaolin