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Glossary

Don't know what a term means? See definitions of common Google Ads features and concepts, as well as links to additional details or set-up instructions.

Basic Google Ads terms

All Google Ads terms

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Help Center
Google Ads
Setup and basics
Your guide to Google Ads
Google Ads basics
Create ads and campaigns
Choose where and when ads appear
Find out if your ad is running
Account administration and security
Glossary
Local Services ads
The Google Ads mobile app
Manage ads
Ads and approvals
Campaign settings
Budgets and bids
Keywords
Reach your audience
Target placements and topics
Multiple or large accounts
Measure results
Connect your goals to data
Find and run reports
Understanding your data
Track sales and other conversions
Google Analytics and Google Ads
Common reporting issues
Smart campaigns
Get started
Use Smart campaigns
Get insights
Business information
Ad text and headline
Verified calls
Ad audience and search phrases
Billing
Payment methods and settings
Basic billing tasks
Promotions and coupons
Refunds and adjustments
Taxes
Issues with payments and charges
Learn
Your guide to Google Ads
Google Ads training on Skillshop
Account walk-throughs
Google Partners
Google Partners Program
Ad group: Definition
Average daily budget: Definition
Campaign: Definition
Click: Definition
Dashboard: Definition
Default values: Definition
Destination URL: Definition
Display URL: Definition
Final URL: Definition
Google Account: Definition
Google Ads: Definition
Impressions: Definition
Keyword close variants: Definition
Keywords: Definition
Landing page: Definition
Maximum CPC bid: Definition
Quality Score: Definition
Relevance: Definition
About ad relevance
About ad rotation settings
About top and absolute top metrics
Account budget
Active View
Actual cost-per-click (CPC): Definition
Ad delivery options
Ad extensions
Ad formats
Ad group default bids
Ad group: Definition
Ad position
Ad Preview and Diagnosis tool
Ad Rank
Ad Rank thresholds: Definition
Ad status: Definition
Ad strength: Definition
AdSense
Advertising policies
Algorithm: Definition
All conversions: Definition
Alternate email address
Analytics
Approved (adult): Definition
Approved (limited all locations): Definition
Approved (limited): Definition
Approved (non-family): Definition
Approved: Definition
Associations view
Auction
Auto-tagging: Definition
Automated bid strategy: Definition
Automatic payments
Average cost-per-click (Avg. CPC): Definition
Average CPA: Definition
Average daily budget: Definition
Average product price (beta): Definition
Benchmark product price (beta): Definition
Benchmark product price difference (beta): Definition
Bid adjustment: Definition
Broad match: Definition
Bulk edits: Definition
Cache
Campaign draft: Definition
Campaign experiment: Definition
Campaign group: Definition
Campaign status: Definition
Campaign: Definition
Card verification number (CVN)
Change history
Click: Definition
Clickthrough rate (CTR): Definition
Combined audiences: Definition
Consolidated billing
Contextual targeting
Conversion action: Definition
Conversion page
Conversion rate: Definition
Conversion tracking: Definition
Conversion window: Definition
Conversion: Definition
Cookie: Definition
Cost-per-click (CPC): Definition
Cost-per-thousand impressions (CPM): Definition
Cost-per-view (CPV): Definition
CSV file: Definition
Customer data file: Definition
Customer data: Definition
Customer ID: Definition
Customer list: Definition
D-U-N-S number
Deep link
Destination URL: Definition
Disapproved: Definition
Display Network: Definition
Display partners
Display Planner: Definition
Display URL: Definition
Domain
Eligible: Definition
End Date: Definition
Ended campaign: Definition
Enhanced CPC (ECPC): Definition
Error sites
Exact match: Definition
Expected clickthrough rate: Definition
Extensions view
Family status: Definition
Filter: Definition
First page bid estimate: Definition
First position bid estimate: Definition
Frequency capping: Definition
Frequency: Definition
Google Account: Definition
Google Ads API (AdWords API)
Google Ads promotional code (coupon)
Google Ads: Definition
Google forwarding number
Google My Business
Google Network
Hashed data: Definition
Hashing: Definition
Image ad
Impressions: Definition
In-line editing: Definition
Interactions: Definition
Invalid clicks
Inventory filters: Definition
IP address
Keyword insertion
Keyword matching options: Definition
Keyword Planner
Keyword status: Definition
Keywords: Definition
Landing page experience: Definition
Landing page: Definition
Limited by budget
Local catalog ads: Definition
Location targeting
Low data
Low search volume
Managed placements
Manual CPC bidding
Manual payments
Maximize clicks: Definition
Maximum CPC bid: Definition
Mobile ad
Mobile Device ID: Definition
Monthly invoicing
Multiple sign-in: Definition
Native ads: Definition
Negative broad match: Definition
Negative exact match: Definition
Negative keyword: Definition
Negative phrase match: Definition
On-target reach: Definition
Organic search result
Outstream video ad format: Definition
Overdelivery credit
Overdelivery: Definition
Pacific Time (PST or PDT)
Parked domain site
Path: Definition
Payment method
Payments profile
Pending campaign: Definition
Performance target: Definition
Phrase match: Definition
Placements
Play rate
Population: Definition
Portfolio bid strategy: Definition
Product data: Definition
Product group
Product Shopping ad: Definition
Prominence
Quality Score: Definition
Recommended average daily budget: Definition
Referrer URL
Relevance: Definition
Remarketing
Responsive ads: Definition
Return on investment (ROI)
Search Network: Definition
Search partners: Definition
Search terms report: Definition
Segment: Definition
SHA256 Algorithm: Definition
Shopping ad: Definition
Shortform and longform videos
Showcase Shopping ad: Definition
Smart Bidding: Definition
Statistics table: Definition
Subdomain: Definition
Target cost-per-thousand impressions (tCPM): Definition
Target CPA bidding: Definition
Targeting method
Text ad
Text overlay ad
Top of page bid estimate: Definition
Tracking template: Definition
TrueView video ad formats
Under review: Definition
Unique Reach: Definition
URL
URL parameter
User id: Definition
Video publisher
View rate: Definition
View-through conversion window: Definition