Reference
Google Ads Glossary
The terms that recur in reports and on calls, defined briefly. We wrote it because agreeing on what a word means has to come before agreeing on what a number means.
Terms · Metrics · Bidding · Tracking
- 500+ad accounts worked on
- 2017certified Google Partner since
- SAR 7,500fixed monthly fee, from
- 4–7working days to launch
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Why this exists
A term not understood hides the decision behind it
What gets lost in advertising reports is not usually a number but a meaning. A client reads "ROAS 5×" and hears net profit. Another reads "CPA is down" and hears success, while order value fell alongside it.
So we write our reports in sentences, and define here what recurs in them. If a term appears in your report that is not on this page, ask — a question is far easier than undoing a decision built on a misunderstanding.
Cost and return
What you pay and what it returns
CPC — cost per click
What you pay each time someone clicks. Lower is not automatically better if the traffic is worse.
CPA — cost per acquisition
What one measured conversion cost. Only meaningful once the conversion is defined correctly.
ROAS — return on ad spend
Revenue divided by spend. A 3× return is excellent at high margin and loss-making at low.
LTV — lifetime value
What a customer is worth across repeat purchases, not on the first order.
MER — marketing efficiency ratio
Total revenue against total marketing spend — a blended view platforms do not report.
Budget
The daily or monthly ceiling. Google may spend above it on a given day and balance over the month.
Bid
What you are prepared to pay. The price you actually pay is usually lower.
Impression share
The proportion of available impressions you received. Lost share is either budget or rank.
Measurement
What gets counted, and how
Open any to see the detail.
01 Conversion
A measured action: a call, a message or a form. Not necessarily a sale.
02 CVR — conversion rate
Conversions divided by clicks. Usually improved fastest on the landing page.
03 Attribution
Which click receives credit. The window decides what is visible and what is hidden.
04 Assisted conversion
A click that contributed without being last. Where YouTube and display usually live.
05 View-through
A conversion after an ad was seen but not clicked. Meaningful on video, misleading elsewhere.
06 Quality Score
Google’s estimate of relevance. Higher scores pay less for the same position.
07 Search terms report
What people actually typed. The source of every negative keyword worth writing.
08 Negative keyword
A term excluded from matching. In expensive auctions, worth more than a bid increase.
Campaigns and structure
How an account is arranged
Campaign
The level holding budget, location and schedule.
Ad group
A set of closely related keywords sharing an ad. Tight groups raise relevance.
Match type
How closely a search must resemble your keyword — broad, phrase or exact.
Performance Max
One campaign across every Google surface, optimised by the conversions you report.
Shopping
Product ads driven by the feed rather than by a keyword list.
Product feed
The file describing your catalogue. In Shopping it is the targeting.
Remarketing
Advertising to people who already visited, segmented by what they did.
Extensions
Extra lines, links and buttons on an ad. More presence on the results page, and a higher click-through.
How we work — in writing
Four clauses that govern every engagement
Signed into a formal contract, and applied in every market we work in.
Full terms- Account
- Our accounts, not yours — and we never look inside yours.
- Payment
- Your card is linked to the account, and Google collects the click costs.
- Oversight
- The account is shown to you on a Google Meet call so you can verify spend and performance.
- Fees
- From 7,500 SAR a month, or the equivalent in your own currency.
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