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Google Ads Term Glossary
google ads glossary

If you’re new to Google Ads, some of the terminology might seem a little confusing. What is split testing? The billing threshold? How do you optimise your Google Ads in order to increase your conversion rate, and what exactly does that mean? It may be daunting, but don’t let it put you off. Google Ads is one of the most powerful marketing tools you have for getting your product in front of the right people. And with a little practice and some help from the experts, you’ll be seeing a high return on ad spend (ROAS) in no time! (don’t worry, we’ll explain that too). 

To get you started, here are some simple definitions for some of the most common Google Ads terms.

Google Ads Glossary

Ad Delivery:

The speed at which you spend your daily allocated budget. The more frequently someone clicks your ad, the faster your budget is used up. There are two methods of ad delivery. Standard, which is recommended for most marketers, optimises your budget by spending it throughout the day. Accelerated spends your budget more rapidly and is only recommended if you want your ads to be shown earlier in the day rather than later. Accelerated bidding is being removed as a feature as of 1st of October. 

Ad Extensions:

If you want a little more detail in your Google Ads, Ad Extensions lets you feature additional information such as your business’s phone number, location or website links, star ratings etc. 

Ad Group: 

A group of keywords and targeting strategies designed that should be tightly themed in order to display relevant ads. You can have multiple ads within a single ad group and multiple ad groups targeting different aspects of the same campaign (e.g. women’s clothes, men’s clothes etc). 


A feature that lets Google Ads communicate with Google Analytics. You need to turn this on before you can import Google Ads information into Analytics and measure how well your ad is performing.  You can also link Google Analytics with Google Ads and import goals directly from Analytics and see other important metrics that influence optimisation like, bounce rate, time on site, pages/session etc. 

Billing Threshold:

A level of spending that, when reached, Google will charge you for. In Google Ads the threshold usually starts at $50. If you exceed that amount in 30 days, you can expect Google to charge you.  

Bounce Rate: 

The number of visitors who leave your website after only viewing one page. 

Call-to-Action (CTA):

An instruction, commonly found at the end of a web page, urging the reader to take action (e.g. “buy now!”, “get yours today” or “subscribe here”). Some CTAs may involve a special deal offered only for a limited time (“half-price today only!”). 


A set of related ad groups centred around a common goal. You need to be running at least one campaign before you can create any ads. 

Click-Through Rate (CTR): 

A ratio to display how often web users click on your ad after they view it. The CTR is the number of clicks your ad gets divided by the number of times it’s shown. 


The technical term for what happens when the web user takes the desired action e.g. makes a purchase or gives you their e-mail address.  

Cost Per Click (CPC): 

The amount you pay Google each time a person clicks on your ad. 

Cost Per Thousand Impressions (CPM)

The amount you pay Google each time your ad sees 1000 impressions. 

Deep Link: 

A link to a page on your website other than the homepage. 

Destination URL: 

The URL of the website that your ad leads to when clicked.    

Display URL: 

The version of this URL used on your ad, which may look different from your destination URL (e.g. shortened). 

Google Analytics: 

A free tool to help you measure the metrics of the customers who visit your website: where they’re from, how much time they spend there and other useful information. Available from 


The measurement of how many times your ad appears on Google.  


Words and phrases used in your ads in order to match them with what Google users are searching for.  

Landing Page:

A stand-alone page that a visitor “lands” on when they’ve clicked one of your ads. Usually based around a CTA and has a form for visitors to leave their contact information. 


Making the necessary changes and adjustments to ensure that your Google Ad is as effective as possible. 

Organic Search Results: 

Unpaid search results, as opposed to the results you get from paid-per-click (PPC).   

Quality Score:

Google’s rating of the quality and relevance of your ads and keywords, used to decide your CPC. The three main factors that determine quality score are landing page experience, ad relevance and expected CTR. 

Return on Ad Spend (ROAS): 

The value in conversions that you receive for what you spend on your Google ads. Used to calculate how effective an ad, keyword or campaign is. 

Search Funnels: 

Sets of reports in Google Ads that allow you to see the steps your customers are taking and the links they’re clicking on in Google in the lead-up to a conversion. 

Split Testing:

A method of testing two or more versions of the same ad in order to see which one performs better. Can include A/B testing, which is testing two or more versions of a page, or multivariate testing, which is testing specific areas or sections of a page.


There’s a fair bit to learn when it comes to Google Ads. But you don’t have to do it all on your own. 

Farsiight are professionals in every aspect of Google Ads, including the lingo. We not only know the terms and phrases that are necessary to craft an effective Google Ads campaign, we also have the strategies in place to maximise the opportunity that exists in your market. 

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Written By
Josh Somerville

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