To deploy a Google Adwords advertising campaign, you need to understand the basic knowledge about this type of advertising through Google Ads terms. What is the Google Ads terminology that you need to understand to run the most effective advertising campaigns? Please follow Optimal Agency’s article below to get a satisfactory answer!
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Why is it necessary to know Google Ads terminology?
Beginners are just starting to approach and learn to run ads on Google and need to learn about terms related to Google ads. Mastering the concepts or terms of Google Ads will help advertisers gain more knowledge to set up advertising campaigns on Google more conveniently.
Understanding and mastering Google Ads terms helps you choose the appropriate advertising type to deploy an effective advertising campaign and get the best results. Besides, businesses can achieve business goals quickly.
Through understanding the indicators related to the cost and performance of advertising campaigns on Google. You can analyze and evaluate the effectiveness of Google Ads ads easily. From there, advance reasonable solutions to improve and optimize advertising campaigns on Google, save costs, and maximize profits.
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Summary of Google Ads terminology advertisers need to know
Google Ads terminology when setting up ads
Search Network (Google Search Network)
This is where ads appear on Google’s search results page (SERP) when users type in search keywords related to the keywords your business is running ads on. The positions that ads will display are a maximum of 4 positions at the top of the page and 3 positions at the bottom of the page. If you advertise on this platform, your ads can be displayed on Google websites including Maps, Google Shopping, Google Images,…
Display Network (Google Display Network – GDN)
Google’s online advertising platform allows businesses to display their ads on websites, mobile applications, and the Google display network. It is a collection of display websites such as Dan Tri, Zing, YouTube, etc. Google’s display network allows businesses’ advertisements to reach target customers in the following formats: video, content, etc. Text content, banners,…
Google Ads Campaign
Or advertising campaign and is the highest level in the Google ad set structure. A campaign will include multiple ad groups with the same budget, placement settings, campaign types, and other ad settings.
Ad group (advertising group)
If the campaign is at the highest level, the ad group ranks second. Google Ads terminology is a collection of keywords, budgets, and advertising templates deployed to a specific target audience that has been identified. identified in the same campaign. Each ad group will include many ad samples with the same goal. You can use ad groups to classify ads with the same theme to facilitate effective management and tracking.
Advertising template (Ad)
An advertising template is a specific ad that includes a title, description, and landing page URL. This lowest level of advertising campaign is designed to attract the attention of target customers and motivate them to click on the link to visit the landing page.
Ad extensions
These are components included in advertising samples to provide additional information about a business, product, or service. This information will be displayed in blue below the ad description including business address, phone number, landing page URL,…
Location Targeting
Location Targeting allows advertisers to choose specific geographic locations to highlight ads. Thereby helping to reach closer to target customers. You can set your ads to appear on a national, provincial, or regional level or within a custom radius. This tool brings many benefits to businesses. Especially, companies want to advertise keywords in small areas or suitable for small and medium businesses.
Keywords
This Google Ads term refers to the words or phrases chosen for ads so that when a user performs a search query, an ad containing those keywords will appear on a Google search page. This factor determines when and where the ad will appear when users search. This is one of the important components when setting up an ad. When making a keyword list, you put yourself in the customer’s position to choose the right keywords.
Keyword Match
This is the way Google uses to classify keywords when running ads. It is the process of searching and displaying ads on Google Ads based on keywords that users enter on the Google search page. There are 3 types of keyword matches:
Exact Match: Your ad will appear when a user searches for the specific keyword you specified.
Phrase Match: Ads will appear when users search for specific keywords that the advertiser has set up. This keyword can be combined with other keywords.
Broad Match: Ads will appear when users search for keywords related to the keywords you have set. However, these keywords can be used in any order or combination with other words.
Landing Page
A landing page is a website created to convert users who click on ads into potential customers. When a user clicks on the ad, they will be taken to this landing page content. Corresponding to different purposes, the landing page link may be used differently. The advertising landing page will be the product category page, and product detail page,… used in the remarketing campaign.
Text Ads
This type of ad only has the effect of displaying ad text and describing messages. This is a popular form of advertising.
Optimization
This is a process of editing ads to improve the quality score on a website. Thereby driving traffic closer to target customers.
Google Ads terminology for performance measurement
Number of clicks
This is the number of times a user clicks on a business’s ad, including if they click on a phone number or a link on a website or an app. This metric will provide advertising evaluation reports over a certain period.
Quality Score
Shows the match between keywords that businesses run ads on and keywords that customers search for. This is an index to measure from Google based on the level of relevance between the ad sample the established keywords, and the ad’s landing page URL. The higher the quality score, the higher the ad will be positioned, and the cost per click will be reduced. That means your ad copy, keywords, and landing page are relevant and useful to the person viewing your ad.
Ad Rank
This is the metric to determine whether your ad is displayed on Google search results or not. Where will it be located compared to other ads? This score is calculated by Google based on criteria: bid price, quality score, auction competition, and search context,…
It is calculated using the formula = ad quality score x keyword auction level. If your ad has a high ranking, it will appear higher on the search results page.
Conversion
When customers click on the ad, they will be redirected to the landing page and complete the purchase or fill out the form. This counts as a conversion on the landing page.
Impressions (Number of times the ad is displayed)
This Google Ads term represents the number of times your ad is shown on Google. Or the frequency with which your ad is displayed on Google.
Call to Action – CTA
If you want users searching for you to take an action, use this button. CTA buttons often use short terms, using call-to-action words such as: Buy now, Register now,…
Click Through Rate (CTR – Click Rate)
Is the percentage of times a user clicks on an ad compared to the number of ad impressions. The formula for calculating the click rate is as follows:
CTR = Clicks/Impressions
Google Ads terminology related to costs
ACPC (Actual cost per click)
ACPC is the amount of money a business needs to pay for each click on an ad. This cost may be lower than the actual bid price previously proposed. Maximum CPC is the amount of money a business needs to pay for a customer’s click on an ad.
Pay Per Click – PPC
This is how you charge per click on ads. This means that every time someone sees an ad and clicks to view the content, the advertiser is charged. PPC fees are calculated according to the bid price previously set by the advertiser.
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Pay Per 1000 Impressions – PPM
With this form of charging, Google will charge per 1000 ad impressions.
Average Cost per Click – Avg.CPC
This Google Ads term represents the average amount you pay per click on an ad.
Split Testing (Advertising bid strategy)
That’s how you set up your bid strategy to pay for each time your ad is shown to your target audience. Or to pay for viewers to interact with your ads on Google.
Daily budget
It is the amount of money a business is willing to spend on advertising in a day. Google will only run ads within that budget, and when this threshold is reached, the ad will no longer be displayed.
Cost per Mille (CPM)
Cost per mile is the cost a business must pay for 1,000 ad impressions to the target audience. This is the most common form of advertising fees in display advertising on Facebook.
Google Ads terminology about ad structure
Headline (Advertisement title)
It is the first element that users see in the ad, and it will usually appear in blue text in the ad.
Destination URL
It is the URL address of an ad in the ad group you want users to reach when they click on the ad. Customers only see the ad image but not the URL in the ad.
Display URL
This type of URL is allowed to appear in your ads and is usually colored green above the description. You can adjust to increase brand recognition to clarify your products and services to help increase conversion rates.
Side Ads
These are ads displayed on the right-hand side of a search engine results page (SERP).
Top Ads
This type of ad is displayed in a featured box above organic Google search results.
Above are Google Ads terms that advertisers need to know before implementing any advertising campaign on Google. Optimal Agency hopes that you can deploy successful and highly effective Google campaigns!
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See more articles:
- How to test Google Adwords conversion tracking exactly?
- How to create a Google Ads automated bidding strategies?
- Instructions on how to run Google Display Network Ads most qualified
Frequently asked questions
PPC stands for Pay Per Click and is a method of calculating advertising fees based on each click on a customer’s ad.
This is not right. Because bid price is only one of the factors that determine ad visibility on Google. The deciding factor in the ranking and visibility of ads on Google is the quality score of the ad. If an ad has a higher quality score, the ad’s position will be higher. At the same time, the cost per click on the ad will be optimized.
