Glossary
Paid Search & Google Ads
Plain-English definitions of the terms that matter in paid search. No jargon, no fluff.
Ad Rank
The score Google uses to determine where your ad appears in search results. It is calculated from your bid, Quality Score, expected impact of ad assets, and the context of the search. A higher Ad Rank means a better position - and you can often achieve it without simply raising your bid.
Broad Match
A keyword match type that shows your ads for searches related to your keyword, including synonyms, variations, and related queries. The most flexible match type, but requires strong negative keyword management to avoid wasted spend.
Conversion
A measurable action a user completes after clicking your ad - such as a form submission, phone call, purchase, or page visit. Conversion tracking is the foundation of any data-driven paid search campaign.
CPA (Cost Per Acquisition)
The average amount spent to generate one conversion. Calculated by dividing total ad spend by the number of conversions. Lower CPA with maintained volume is a key goal of campaign optimisation.
CPC (Cost Per Click)
The amount you pay each time a user clicks your ad. CPC is influenced by your bid, Quality Score, and competition for the keyword. Managing CPC efficiently is central to maximising ROAS.
CTR (Click-Through Rate)
The percentage of people who click your ad after seeing it. Calculated as clicks divided by impressions. A strong CTR signals ad relevance and positively influences Quality Score.
Exact Match
A keyword match type that shows your ads for searches that match your keyword exactly, or are very close variations. Provides the most control over which searches trigger your ads.
Impression Share
The percentage of eligible auctions in which your ad actually appeared. Low impression share indicates budget constraints or poor Ad Rank - both of which can be addressed through optimisation.
Negative Keywords
Keywords that prevent your ads from showing for irrelevant searches. Negative keyword management is one of the most cost-effective ways to reduce wasted spend and improve campaign efficiency.
Performance Max (PMax)
Google's fully automated campaign type that serves ads across Search, Display, YouTube, Gmail, Maps, and Discover from a single campaign. Uses machine learning to find conversions across all channels. Requires strong asset groups and audience signals to perform well.
Phrase Match
A keyword match type that shows your ads for searches containing your keyword phrase in the correct order, plus additional words before or after. Sits between broad and exact match in terms of reach and control.
Quality Score
Google's 1-10 rating of the relevance of your keywords, ads, and landing pages. A higher Quality Score lowers your effective CPC and improves Ad Rank. It reflects expected CTR, ad relevance, and landing page experience.
ROAS (Return on Ad Spend)
Revenue generated for every dollar spent on advertising. A ROAS of 4:1 means $4 in revenue for every $1 spent. The primary efficiency metric for revenue-focused campaigns.
Responsive Search Ads (RSA)
The standard Google Ads format where you provide up to 15 headlines and 4 descriptions, and Google tests combinations to find the best performing mix. Ad Strength rating indicates how well your assets are likely to perform.
Search Term Report
A report showing the actual queries that triggered your ads. Essential for discovering new keyword opportunities, identifying irrelevant traffic, and building your negative keyword list.
Smart Bidding
Google's suite of automated bid strategies that use machine learning to optimise for conversions or conversion value. Includes Target CPA, Target ROAS, Maximise Conversions, and Maximise Conversion Value.
Target CPA
A Smart Bidding strategy where Google automatically sets bids to get as many conversions as possible at your specified cost per acquisition. Requires sufficient conversion data (typically 30-50 conversions per month) to work effectively.
Target ROAS
A Smart Bidding strategy where Google sets bids to maximise conversion value while achieving your target return on ad spend. Best suited for campaigns with diverse conversion values and strong conversion volume.
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