Google Adwords Terminology Demystified

Do you want to promote your business through Google Adwords, but find yourself lost in all the Google Adwords terminology or ‘Google Lingo’? We have compiled this list for exactly this reason. We will hopefully help shed some light on the fundamental terms needed to get you going with your very first campaign.

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Google Adwords Terminology Explained – The Fundamentals

Ad Extension

A feature which appears below your ad that gives more information about your business. There are different types of extensions such as Call Extensions, Location Extensions, SiteLinks, Social Extensions, Seller Extensions, App Extensions and Offer Extensions (see below).

App Extension

An extension used when advertising on mobile or tablet. This extension allows you to link to the app store, so searchers can get directed to the app store to download your app.

Ad Rank

This is a value used to position your ad on the Google search results page. The Ad Rank is measured by your CPC and Quality Score.

Broad Match

When you set a keyword as broad match this means that if any word in your targeted phrase is related to a search term made, your ad will appear.

Call Extensions

An extension of your Ad that allows your searchers to call you directly from the ad. This costs the same as click on your ad.


The level below Account level is the Campaign level. You may have several campaigns running at the same time, each targeting a separate product or service. Within a campaign you can create Ad Groups as well as control daily/weekly budget and targeting preferences.

Click Through Rate (CTR)

This is shown as a percentage of how many people clicked your ad compared with how many people have seen it. You should aim for a CTR of 5.0% or higher.


This is the number of people that have clicked on your Google Adwords ad.


This is the amount of times your goal has been completed. For example: asked for a quote, downloaded a white paper or got in contact.

Conversion Tracking

This is the code used to track whether a conversion has been made. The conversion tracker code should be added to the page which is shown after a conversion has been made. For example a thank you page after a purchase.


This is how much you have spent with Google during a set period. It is an accumulation of clicks/impressions and CPC/CPM.

Cost Per Action (CPA)

This is how much you are willing to pay per conversion.

Cost Per Click (CPC)

This is an average cost of how much you are paying for one click.

Cost Per Conversion

This is how much it has cost you per conversion. The lower the cost the better.

Cost Per Thousand (CPM)

Cost Per Thousand is when you want to pay for impressions instead of clicks. The max CPM is the most you are willing to pay for one thousand impressions. This is only available for the Display network.

Daily Budget

This is the maximum you want to pay per day for your advertising with Google.

Destination URL

This is the URL/page you want to direct your customers to, after they have clicked on your ad.

Device Targeting

Google Adwords gives you the option of targeting on Desktop, Tablet and Mobile. You can choose to target Mobile or not, however Desktop and Tablet work as one and you cannot target one but not the other.

Display Network

Websites, forums or blogs that aren’t owned by Google but have Google ads on them. When choosing to advertise on the Display network you are letting your ads be seen on other websites, not on the Google Search Page.

Display URL

This is the URL you would like to be seen in the Adwords ad, it does not have to be a real URL.

Exact Match

This only shows ads when the exact phrase is typed in the search bar and offers maximum control.

First Page Bidding Estimate

This is the estimated price it will cost to be within the first page of the Google search results. It is advised to bid this as a minimum.

Image Ad

An advert which is only an image, this can only be used on the Display network.


This is the number of people that have seen your Google Adwords ad after having completed a search query.

Keyword Matching Options

There are five different ways a keyword can be targeted. Either Broad Match, Broad Match  Modified, Phrase Match, Exact Match and Negative Match.

Keyword Planner

A free Google Tool which allows you to find relevant keywords to target in your Ad Groups.


See Search Terms. 

Landing Page

The URL/website page that you are directing your searchers to after they have clicked on your Google Ad.

Location Extension

An extension of your ad that adds your business address. This allows users the options to ‘check in’ to your business.

Location Targeting

This determines which geographic area you wish to target your ad.


These are terms added to your campaign or Ad Group, which you do not want to be found for. This is used so that your advert isn’t directed to the wrong audience and only those who are interested in what you are offering to see your ad.

Offer Extension

Turn your ad into a coupon so that your searchers get an automatic discount and therefore more are persuaded to buy from you.


This is the process of ensuring that your campaign is running to its most profitable at all levels. This should include creating/editing keywords, adding negatives, changing Ad text, bid adjustment, quality score checks and overall performance checks.

Organic Search Position

This is the non-paid for search engine ranking.

Organic Search Ranking

See Organic Search Position. 

Phrase Match

If a phrase contains all the keywords that you have specified but not the in correct order, this will still allow your ads to show.


This allows you to target certain websites sites you want your ad to appear on. This is only used for display networks.


This is a scoring system between 1-10, where 1 is the best and 10 is the worst. The lower the score, the higher your ad appears on the Google Adwords ranking system.

Quality Score

This is a score which determines how relevant your keyword is in relation to the Advert and Landing Page.

Return On Investment (ROI)

It is the percentage of how much you have made compared to how much you have spent on Google Adwords.

Search Network

The online network which is Google and it’s Search Partners. When selecting this advertising method, your Text Ad will be shown after the searcher has entered a query into the search bar.

Search Partners

Sites within Google Search Network that display Google Adwords Ads, such as Google Maps and Google Shopping.

Search Terms

These are terms added to your campaigns which are used to attract search queries. All search terms added to your campaign will enable your add to be triggered when a prospective client enters that search term in the Google search bar.

Seller Extensions

An extension which works in the form of a review, by showing past customers buying experience.


These are extra links or services from your website which may provide more information about the product or services you provide.

Social Extensions

An extension which allows you to show your social media connection and allows searchers to view your profile, and how many followers you have. For example you can link your Google+ account with your Google Adwords account.

Split Testing

This is the process where you trial two or more adverts to find the most efficient.

Text Ad

An advert which is made up of solely text. These will include a Title, a URL, and two lines of text.

Are there any other Google Adwords Terms you have been struggling with, email us  or call us on 0115 880 0211 with your query and we will get back to you as soon as possible.

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