Glossary of Terms
CTR (Click-Through Rate)The number of clicks on an ad divided by the number of impressions.
Geographic Targeting (Locations)
Defines where people must be located to see your ads (country, region, city, district, or radius around a point on the map).
Ad Group
Contains one or more ads targeting a specific set of keywords.
Daily Budget
The maximum amount you're willing to spend per day. (Google may exceed it by up to 2x.)
Keyword
A term that tells Google which search queries should trigger your ad.
Conversion
A valuable business action that a user performs on your website (purchase, form submission, price view, etc.).
Negative Keyword
A word that, if present in the user's query, prevents your ad from being shown.
Search Query
The word or phrase a user enters into Google when looking for your product or service.
Quality Score (QS)
A score from 1 to 10 assigned to each keyword.
Shown under: Keywords > Columns > Modify Columns > Quality Score
Impressions
The number of times your ad was shown to users.
Default Bid (Max CPC)
The highest amount you're willing to pay for one click.
CPC (Cost Per Click)
The amount you actually pay per click on your ad.
Language Targeting
Defines the language of the user's device or search query.