Glossary (Official 3.25.20)

Question 1

An option where you can specify a set amount of money that you’d like your account to spend over a set period of time.

Answer 1

Account budget

It’s available to advertisers who use monthly invoicing as a payment setting.

• Note: Account budgets were formerly known as budget orders.
• To view the status of any budget, including the amount of spend remaining in each, navigate to your Billing pages and click Account budgets.
• Your account will stop running ads if your budget is spent or you reach the end date you’ve set for your budget. Check your account budgets regularly to make sure that your ads continue to run.
• If you set your budget amount to “Unlimited,” your total spend won’t be limited by the account budget, but by the average daily budget that you’ve set for each campaign.
• If a budget has an end date and an amount, the daily spend will still be controlled by average daily budgets, but the budget amount is an additional limit for the set time frame.

Question 2

A technology on YouTube and certain Display Network websites and mobile apps that allows Google Ads to determine if your ad is viewable by potential customers

Answer 2

Active View

• A display ad is considered viewable when at least 50% of its area is visible for at least 1 second. A video ad is considered viewable when at least 50% of its area is visible while the video is playing for at least 2 seconds.
• Note: For large display ads of 242,500 pixels or more, the ad is counted as viewable when at least 30% of it’s area is visible for at least 1 second.
• Active View-enabled websites allow you to use a viewable CPM bid for display campaigns, to set a different bid amount for impressions on sites where the ad appears in a viewable position.
• You might see this term in certain column names for your video and Display Network reports, such as “Measurable cost,” “Measurable impr.,” or “Viewable rate.”
• Active View metrics are compliant with the industry standards for the viewability of online ads.
• Keep in mind: Active View can tell you when ads are viewable, but it can’t guarantee that a user is looking at the screen at that time.

Question 3

The final amount you’re charged for a click.

Answer 3

Actual cost-per-click (CPC)

• You’re often charged less – sometimes much less – than your maximum cost-per-click (max. CPC) bid, which is the most you’ll typically be charged for a click.
• Actual CPC is often less than max. CPC because with the Google Ads auction, you only pay what’s minimally required to clear the Ad Rank thresholds and beat the Ad Rank of the competitor immediately below you. And if there are no competitors immediately below you (for example, if no competitors other than you have cleared their Ad Rank thresholds), you only pay the reserve price. (See Ad Rank thresholds to learn more.) Keep in mind that your actual CPC may exceed your max. CPC if, for example, you’ve enabled Enhanced CPC or if you’ve set a bid adjustment.

How this works

• We combine the auction-time ad quality (including expected clickthrough rate, ad relevance, and landing page experience), the max. CPC bid, the Ad Rank thresholds, the competitiveness of an auction, the context of the person’s search, and the expected impact of extensions and other ad formats to determine Ad Rank. When estimating the expected impact of extensions and ad formats, we consider such factors as the relevance, expected clickthrough rates, and the prominence of the extensions or formats on the search results page. Each advertiser’s Ad Rank is then used to determine where the ad appears and what types of extensions and other ad formats will show with the ad (or whether the ad or ad format will appear at all).
• For ads on the Search Network, the Ad Rank thresholds (and the resulting Actual CPCs) are typically higher for ads above search results in order to maintain a high-quality experience and to help ensure that actual CPCs reflect the value of the ads’ prominent location. As a result, the actual CPC when you appear above search results is often higher than the actual CPC if you appear below search results, even if no other advertisers are immediately below you. Although you may pay more per click, top ads usually have higher clickthrough rates and may allow you to show certain ad extensions and other features available only in the top ad slot. As always, you’re never charged more than your max. CPC bid (unless you’re using automated bidding tools).
• Also note that the competitiveness of an ad auction can affect your actual cost-per-click. If two ads competing for the same position have similar ad ranks, each will have a similar opportunity to win that position. But as the gap in ad rank between two advertisers’ ads grows, the higher-ranking ad will be more likely to win but also may pay a higher cost-per-click for the benefit of the increased certainty of winning. This same pricing dynamic applies for each ad position down the search results page. In this way, your actual cost-per-click is influenced not only by the competitor immediately below you but also by the competitors below them.

Example

• Here’s a simplified example of how Ad Rank and Actual CPC works. It doesn’t account for all of the Ad Rank and pricing factors discussed above, but instead aims to give you a high-level overview of our algorithms:
• Assume five advertisers are competing for a maximum of four ad positions above search results on the Google search results page. The respective Ad Rank of each of the advertisers is, say, 80, 50, 30, 10, and 5.
• If the minimum Ad Rank necessary to show above the search results is, say, 40, only the first two advertisers (with Ad Ranks of 80 and 50) exceed the minimum and show above the search results. The advertiser with the Ad Rank of 80 pays just enough (Ex: rounded up to the nearest billable unit, which in the U.S. is $0.01) to beat the advertiser with the Ad Rank of 50. Since there’s no other eligible competition, the advertiser with the Ad Rank of 50 pays just enough to beat the minimum Ad Rank of 40.
• If the minimum Ad Rank necessary to show below the search results is 8, then two of the three remaining advertisers (with Ad Ranks of 30 and 10) will show beneath the search results. The advertiser with an Ad Rank of 30 will appear in the first position beneath the search results, and will pay just enough to beat the advertiser with an Ad Rank of 10. The advertiser with an Ad Rank of 10 will show beneath that advertiser, and will pay just enough to beat the minimum Ad Rank of 8. The advertiser with an Ad Rank of 5 didn’t meet the minimum Ad Rank and so won’t show at all.
• For certain ads on the Display Network, your actual CPC will be different than described. Learn more about the Display Network ad auction.

Question 4

A setting that determines how quickly you want Google to use your budget each day: either spread throughout the day (standard) or more quickly (accelerated).

Answer 4

Ad delivery options

• This setting affects when during the day your ads are likely to show.

Since 2019, accelerated delivery has been unavailable for use with Search campaigns, Shopping campaigns, or shared budgets. Starting April 2020, accelerated budget delivery will no longer be available for use with any Google Ads campaign type.

• This setting determines how your average daily budget is allocated throughout the day, which in turn determines how quickly Google will try to show your ads during each day.
• For each ad campaign, you choose one of these delivery options for the ads in that campaign:
  
  • Standard delivery (the default option) tries to show your ads throughout the entire day to make sure that you don’t spend your whole budget in the morning and cause your ads to stop showing for the rest of the day.
  • Accelerated delivery tries to show your ads more quickly until your budget is reached. With this option, your ads can stop showing early in the day if your budget is spent.

Question 5

A feature that shows extra business information with your ad, like an address, phone number, store rating, or more webpage links.

Answer 5

Ad extensions

A feature that shows extra business information with your ad, like an address, phone number, store rating, or more webpage links.

Question 6

Visual enhancements to search ads that more prominently display information about your business, such as a phone number, or your website’s domain in the headline.

Answer 6

Ad formats

• These enhancements, which often appear in ads above search results, can include additional content from your website or relevant third-party content.
• You can add these enhancements manually or they can be added by our automated formatting systems.
• The most common types of ad formats are ad extensions. Some examples of ad extensions include location extensions (which attach your business address to your ads) and sitelinks (which include additional links to other pieces of relevant content from additional pages within your site).
• Google’s automated formatting systems can display additional information from your website or other relevant third-party content alongside your ads.
• Google’s automated systems can also highlight relevant information in your ads to help people find your business more easily. For example, on some ads above search results, if your first description line is a complete phrase or sentence, we might display part of your description in your headline, resulting in a longer, more noticeable headline that still uses the words you chose for your ad.
• Google Shopping ads are not considered ad formats.

Question 7

Contains one or more ads that share similar targets.

Answer 7

Ad Group

An ad group contains one or more ads that share similar targets.

• Each of your campaigns is made up of one or more ad groups.
• Use ad groups to organize your ads by a common theme. For example, try separating ad groups into the different product or service types you offer.

Question 8

A bid amount that applies to all of the keywords and placements in your ad group that don’t have individual bids.

Answer 8

Ad group default bids

• This bid sets the maximum amount that you’re willing to pay for each click on your ad for any keyword and placement without its own bid.
• Your ad group default bids are used when there aren’t more specific bids that apply. For example, if you set a different bid for one of your keywords, that bid will be used (instead of any ad group default bid) whenever that keyword triggers your ad to appear.
• Your default bids are displayed above the tabs on your ad group page in your account. If the Display Network bid is marked “Off,” it means that you’re opted out of the Display Network.

Question 9

The order in which your ad appears on a page in relation to other ads.

Answer 9

Ad position

• For example, an ad position of “1” means that your ad has the highest position on the page relative to other ads of the same type. It doesn’t necessarily mean that your ad is above the search results. If there are no ads above the search results, then it means that your ad is the first ad shown beneath search results.
• Ad position is determined by a formula called Ad Rank that gives your ad a score based on your bid, the quality of your ads and landing page, the Ad Rank thresholds, the context of the person’s search, and the expected impact of extensions and other ad formats. So even if your competition bids more than you, you can still win a higher position – at a lower price – with highly relevant keywords and ads.
• Your Ad Rank is recalculated each time your ad is eligible to appear, so your ad position can fluctuate each time depending on the context of the person’s search and the competition among other advertisers at the precise moment of the person’s search.
• Ads can appear on the top or bottom of a search results page.

Question 10

A tool in your account that helps identify why your ad or ad extension might not be appearing.

Answer 10

Ad Preview and Diagnosis tool

• A tool in your account that helps identify why your ad or ad extension might not be appearing. The tool also shows a preview of a Google search result page for a specific term. This helps you see which ads and extensions are appearing for your keyword. Once you enter a search term and other criteria like language and location, the tool will tell you whether your ad is eligible to appear in that situation.
• The Ad Preview and Diagnosis tool suggests search term auto-completions as you type. Suggestions come from keywords with impressions in your account, and are ordered by volume.
• Use this tool to check if your ad extension is showing with an ad for a particular keyword. If any of your extensions aren’t showing, the tool will tell you what might be causing them not to show.
• Use the ‘Share this search’ feature to bookmark specific searches or to send the URL to colleagues or clients so they can view Google search results for this particular search as well. Keep in mind that the search results returned by this tool may change over time. For example, a preview of your ad may no longer appear in the tool when your campaign reaches its average daily budget.

​If you want to see how your ad appears in search results, it’s better to use this tool than to do a search on Google. You’ll see the exact same results as a Google search but it won’t affect your performance stats by accumulating ad impressions every time you search for your ad.

To use the Ad Preview and Diagnosis tool, click the tools icon at the top right of your Google Ads account then click on Ad Preview and Diagnosis under the ‘Planning’ section. You can also go right to google.com/AdPreview.

Question 11

A value that’s used to determine your ad position (where ads are shown on a page relative to other ads) and whether your ads will show at all.

Answer 11

Ad Rank

A value that’s used to determine your ad position (where ads are shown on a page relative to other ads) and whether your ads will show at all. Ad Rank is calculated using your bid amount, your auction-time ad quality (including expected clickthrough rate, ad relevance, and landing page experience), the Ad Rank thresholds, the competitiveness of an auction,the context of the person’s search (for example, the person’s location, device, time of search, the nature of the search terms, the other ads and search results that show on the page, and other user signals and attributes), and the expected impact of extensions and other ad formats.

• When estimating the expected impact of extensions and ad formats, we consider such factors as the relevance, clickthrough rates, and the prominence of the extensions or formats on the search results page. So even if your competition has higher bids than yours, you can still win a higher position at a lower price by using highly relevant keywords and ads.
• Your Ad Rank is recalculated each time your ad is eligible to appear and competes in an auction, so your ad position can fluctuate each time depending on your competition, the context of the person’s search, and your quality at that moment.

Question 12

The reserve price for your ad.

Answer 12

Ad Rank thresholds

The reserve price for your ad. If your bid is lower than the threshold, your ad won’t show. And if none of your competitors are eligible to show, the threshold (reserve price) is the price you pay for the click.

Thresholds are determined dynamically at the time of each auction based on various factors, including:

• Your ad quality: To help maintain a high quality ad experience for consumers, lower quality ads have higher thresholds.
• Ad position: Ads that appear higher on the search results page have higher thresholds than ads that appear lower on the page. That way people are more likely to see higher quality ads higher on the page.
• User signals and attributes such as location and device type: Thresholds can vary based on user attributes, including the location of the user (for example, thresholds can vary country by country) and the device the user is using (for example, mobile versus desktop).
• The topic and nature of the search: Thresholds can vary based on the nature of the user’s search terms. For example, thresholds for wedding-related searches may be different than searches for basket-weaving classes.
• Related Auctions: Thresholds can also depend on the auctions for related queries. For example, Ad Rank thresholds for the search term [car insurance] could be informed by auctions for the search terms [auto insurance] and [collision insurance].

These factors help ensure that when it comes to the ads users see and the price advertisers pay, the right consideration is given to the quality of the user experience, advertiser bids, and the value advertisers place on users’ engagement with their ads.

How Ad Rank thresholds affect your CPC

Your actual CPC is calculated based on your Ad Rank, including the thresholds and competition from other advertisers.

If your ad is the only one that’s eligible to show, (for example, because none of your competitors meet their Ad Rank thresholds), you’ll pay the reserve price (the threshold rounded up to the minimum billable unit in your country, for example to the next penny in the U.S.). This means that depending on your ad quality and Ad Rank thresholds your ad could be relatively expensive, even when no ads show immediately below it.

Question 13

Measures how closely related your keyword is to your ads.

Answer 13

ad relevance

There are three possible statuses your keywords can have:

1. Above average
2. Average
3. Below average

Having an “average” or “above average” status means that there are no major problems with this keyword’s ad relevance when compared to all other keywords across Google Ads.

A “below average” status means that your ad or keyword may not be specific enough or that your ad group may cover too many topics. Try creating tightly-themed ad groups by making sure that your ads are closely related to a smaller group of keywords.

Use this status to help identify keywords that might not be relevant enough to your ads to perform well.

It’s possible for a keyword to have a high Quality Score and low ad relevance (or vice versa) because Google Ads looks at a number of different quality factors when determining Quality Score. Even if your overall Quality Score is high, looking at the individual factors can help you identify potential areas for improvement.

To see the ad relevance status for your keywords, hover over a keyword’s status in the “Status” column. You’ll be able to see ratings for expected clickthrough rate, ad relevance, and landing page experience.

Paused keywords will retain whatever scores they had when they were last active. Therefore, it may not be useful to look at these scores over time. We encourage advertisers to focus on active keywords when looking at their Quality Score sub-metrics, since these scores will be constantly updated.

Question 14

The way Google deliver your ads on both the Search Network and the Display Network.

Answer 14

ad rotation

If you have multiple ads within an ad group, your ads will rotate because no more than one ad from your account can show at a time. Use the setting to specify how often you’d like the ads in your ad group to be served relative to one another.

This article explains the two settings for ad rotation.

Optimize

This setting optimizes your ads for each individual auction using signals like keyword, search term, device, location, and more.

Powered by Google’s machine learning technology, the “Optimize” setting prioritizes ads that are expected to perform better than other ads within an ad group. All video campaigns are automatically optimized for views.

Tip:

If you’re using Smart Bidding, which prioritizes conversions, Google Ads will automatically use the “Optimize” ad rotation setting.

How it works

As data is accumulated, ad serving will become weighted more heavily in favor of the ads that appear statistically likely to perform better. Ads expected to attract more clicks (and conversions if you’re using a Smart Bidding strategy) are delivered more often into the ad auction than other ads in the ad group. These ads show more often, resulting in higher ad-served percentages. However, it’s possible for ad serving to remain relatively even within this setting, if ads in an ad group have similar performance or if the ad group does not receive a substantial amount of impressions and clicks for some period of time.

Keep in mind
Ad Rank considers landing page experience and ad relevance (among other factors) when determining your ad’s position and whether it will show at all. A more relevant ad with a better landing page experience could lead to overall better performance.

Rotate ads indefinitely

The “Rotate ads indefinitely” setting delivers your ads more evenly into the ad auction, but does so for an indefinite amount of time and does not optimize.

Because this option allows lower-performing ads to run as often as higher-performing ads for an indefinite period of time, this option is not recommended for most advertisers.

Keep in mind

With the “Rotate ads indefinitely” option, the percentage of impressions for ads served in the ad group will be more even than the other ad rotation options. However, because the quality of the ads differ, and quality is used to determine where an ad shows, or if it even shows at all, the percentage of impressions for each ad may not be perfectly even. An ad with high quality may appear on the first page of search results, while an ad with low quality may show on the second page of search results, which reaches a smaller number of users.

Setting a frequency cap for Display and Video campaigns

Frequency capping limits the number of times your Display and Video ads appear to the same user. It doesn’t apply to the Search Network.

Tip: While on the campaign settings tab, you can click Filter to show only campaigns that match specific criteria. This can make it easier to make changes in bulk to certain campaigns.

Question 15

A description of whether an ad is approved to run, and if so, whether there are any policy restrictions on how or when it can run.

Answer 15

Ad status

A description of whether an ad is approved to run, and if so, whether there are any policy restrictions on how or when it can run.

Question 16

Eestimates the relevance, quantity, and diversity of your ad content.

Answer 16

Ad strength

Making sure your ad has relevant, unique content can help you show the right ad to your potential customers and improve your ad’s performance.

Question 17

A Google product that provides a way for website publishers of all sizes to earn money by displaying targeted Google ads on their websites.

Answer 17

AdSense

• If the website publisher is approved to show ads, Google gives them a piece of code to put on their site. The publisher chooses where to place ads and then earns money when visitors click on (or view, in some cases) the ads.
• Your ads may show on AdSense sites when you run a Display Network campaign.

Question 18

Ads should respect user preferences and comply with legal regulations, so we don’t allow certain kinds of ____ content in ads and destinations.

Answer 18

Adult content

Some kinds of adult-oriented ads and destinations are allowed if they comply with the policies below and don’t target minors, but they will only show in limited scenarios based on user search queries, user age, and local laws where the ad is being served.

https://support.google.com/adspolicy/answer/6023699

Question 19

Guidelines for your ads, keywords, and website.

Answer 19

Advertising policies

• Ads that violate our policies won’t be able to run.
• Visit the Google Ads Policy Center to review the guidelines that can apply to you.
• Google’s advertising policies are designed to promote a good experience for people viewing our ads, to help you be successful with your ads, and to help make sure that ads follow applicable laws in the countries where they appear.
• All ads go through an approval process to ensure the ads are safe and appropriate for users. Every time you create a new ad or make changes to an existing ad, it will automatically be submitted for review to ensure that it follows our advertising policies.
• Ads that we find in violation of these policies will be marked as Disapproved or Suspended and will not be able to run while in that status.

Question 20

A sequence of computational steps that transform the input into the output.

Answer 20

Algorithm

Question 21

A calculation of all the conversions that Google Ads drives for your business.

Answer 21

All conversions

• “All conversions” includes the data in your “Conversions” column plus conversion actions you’ve chosen not to include in your “Conversions” column. It also includes cross-device conversions, store visits, certain phone calls, and more.
• Once you’ve set up conversion tracking, you’ll see the “All conversions” column in your reports.
• Compare “All conversions” to your regular “Conversions” column to see the full range of conversions driven by your ads, including cross-device conversions and those that you chose not to include in “Conversions.” This can give you a more accurate understanding of how users interact with your business and help you better calculate the effectiveness of your advertising.

Question 22

An additional email address that you can use to sign in to your Google Account.

Answer 22

Alternate email address

See how to allow another email address to access your Google Ads account.

• If you add an alternate email address to your account, you can sign in to your Google Accounts not only with the email address you used to set up the account, but also with the alternate email address. You’ll use the same password to sign in with either email address.
• With some Google products, people will be able to see both your primary email address and your alternate email address.
• You can add, remove and change alternate email addresses at any time on your Google Accounts settings page at accounts.google.com.

Question 23

A free Google product that provides in-depth reporting on how people use your website.

Answer 23

Analytics

You can use Google Analytics to learn what people do after clicking your ads.

• Google Analytics shows you how people found your site and how they explored it. From this information, you can get ideas for how to enhance your website.
• If you use Google Analytics and Google Ads together, you can learn about what customers do on your site after clicking your ad. Use this information to help improve your customers’ experience on your website, which in turn can help you increase conversions (like sales and sign-ups) and your overall return on ad spend (ROAS).
• To start using Analytics through your Google Ads account, click the tools icon , then click Google Analytics. You can also use Analytics separately at google.com/analytics.

Question 24

A status given to ads that have been reviewed and are able to run

Answer 24

Approved

To be approved, ads must comply with the Google Ads policies. Find an ad’s status by looking at the “Status” column.

Question 25

A status given to ads that comply with our policies but can’t run in your targeted locations because of policy restrictions and targeting settings.

Answer 25

Approved (limited all locations) * The ad can run, however, to people interested in your targeted locations. * An ad will be marked "Approved (limited all locations)" when Google Ads policies (common examples include Alcohol, Copyrights, Gambling, Healthcare, and Trademarks) prevent certain types of ads from showing in your targeted locations. What you can do Here are some steps you can take: * If you want the ad to run in your targeted locations, fix the ad so it complies with the policy requirements for your targeted location. * Adjust your campaign’s location settings to target allowed locations. * Try comparing your location targeting options to find the one that works for you. For example, if you don't want your ads to show to people outside your targeted locations, make sure to target **People in your targeted locations** under your campaign’s "Locations" settings. You can always choose to pause the ad while you take the steps necessary to fix your ad.

Question 26

A status given to ads that comply with our policies but are limited in where and when they can show.

Answer 26

Approved (limited) ## Footnote An ad will be marked "Approved (limited)" when Google Ads policies (common examples include Alcohol, Copyrights, Gambling, Healthcare, and Trademarks) prevent certain types of ads from showing in certain regions, to certain ages, or on certain devices. Ads won’t show on mobile devices if the destination performs poorly on mobile devices.

Question 27

One of two ways to view your extensions data within the extensions page.

Answer 27

Associations view ## Footnote Keep in mind that any time you create an extension, such as a callout or structured snippet extension, you can associate it to any of your ad groups or campaigns, or to your entire account. This means that a single extension can have multiple associations. In the associations view, each row contains data that is specific to a single association of an extension, including the ad group, campaign, or account to which it has been associated. If an extension has been associated to multiple ad groups or campaigns, it will be listed multiple times. Use the associations view to compare how a single extension is performing from one association to the next. You can also add or remove associations by ticking the boxes next to the associations you want to change, and then using the Add to and Edit drop-down menus. To see your extensions data without associations details, switch to the extensions view.

Question 28

The process that happens with each Google search to decide which ads will appear for that specific search and in which order those ads will show on the page (or whether or not any ads will show at all).

Answer 28

Auction * Each time an ad is eligible to appear for a search, it goes through the ad auction. The auction determines whether or not the ad actually shows and in which ad position it will show on the page. * Here's how the auction works: 1. When someone searches, the Google Ads system finds all ads whose keywords match that search. 2. From those ads, the system ignores any that aren't eligible, like ads that target a different country or are disapproved based on a policy violation. 3. Of the remaining ads, only those with a sufficiently high Ad Rank may show. Ad Rank is a combination of your bid, ad quality, the Ad Rank thresholds, the context of the person's search, and the expected impact of extensions and other ad formats. * The most important thing to remember is that even if your competition bids higher than you, you can still win a higher position -- at a lower price -- with highly relevant keywords and ads. * Since the auction process is repeated for every search on Google, each auction can have potentially different results depending on the competition at that moment. Therefore it's normal for you to see some fluctuation in your ad's position on the page and in whether or not your ad shows at all.

Question 29

A feature that automatically adds a parameter to your URLs to help you track offline conversions and report on your ad performance using website tracking programs like Google Analytics.

Answer 29

Auto-tagging * Auto-tagging will attach the “Google Click Identifier” (GCLID) parameter to the URL your customers click, and that will help you tell which ad was clicked for each visit to your site. * Google Analytics and similar programs can use the information from auto-tagged URLs to tell you which Google Ads keywords brought a visitor to your site, which campaign that keyword was from, and how much that click cost. You can also use this information to import complex conversions into Google Ads, whether online or offline. Tip If you use an API, the GCLID parameter can also send more information from each click to the Click Performance report of the Google Ads API. How to check if auto-tagging is turned on Auto-tagging is turned off by default. You can check whether auto-tagging is on, as well as turn it on or off, by going to your account settings. 1. Click Settings on the left page menu. 2. Click "Account settings" along the top of the page. 3. Click the Auto-tagging section. If the box next to “Tag the URL that people click through from my ad” is checked, auto-tagging is on. To turn if off, uncheck the box and click Save. Note: When you create a new conversion action, auto-tagging will be activated automatically if you’re not already using cross-account conversion tracking. If you are using cross-account conversion tracking, you’ll need to enable auto-tagging in each of your child accounts manually according to the steps above.

Question 30

A bid strategy that automatically sets bids for your ads based on that ad’s likelihood to result in a click or conversion.

Answer 30

Automated bid strategy Each type of automated bid strategy is designed to help you achieve a specific goal for your business. * Automated bidding takes the heavy lifting and guesswork out of setting bids to meet your performance goals. Unlike Manual CPC bidding, there’s no need to manually update bids for specific ad groups or keywords. * Different types of automated bid strategies can help you increase clicks, visibility in search results, conversions, or conversion value. * Conversion-based automated bid strategies set unique bids for each auction, based on information available at the time of the auction. This information includes the time of day, the specific ad being shown, or the user’s device, location, browser, and operating system. * Automated bid strategies learn as they go, using information about a bid’s performance to inform future bids. * All automated bid strategies are available as portfolio strategies. Some are also available as standard strategies.

Question 31

Using this setting, you first accrue advertising costs, then have those costs automatically charged to your primary payment method.

Answer 31

Automatic payments Automatic payments is a payment setting in Google Ads. If you use automatic payments, you will be charged for your advertising costs 30 days after your last automatic charge, or whenever your account reaches a predetermined amount known as your payment threshold—whichever comes first. Payment threshold An amount of costs that, when reached, triggers you to be charged for those costs. This amount starts at a set amount which you can find in your billing Summary page and will be automatically raised if your costs reach this amount before the end of the 30-day billing cycle. * When your account costs reach the threshold before the next automatic charge date, your threshold is raised. This may happen several times until your account reaches a final threshold. Threshold amounts depend on your account, country, and currency. * The amount you're charged may be slightly more than the threshold if your account accrues costs very quickly. You can be charged multiple times a month if your account reaches your billing threshold repeatedly over that time. * You won't be emailed or notified when your payment threshold increases, but you can always find your current threshold by going to your billing Summary page. To see what your current threshold is, click the gear icon and choose Billing & payments. You will land on the Summary page which shows how much costs have accrued since your last payment. Look for your threshold amount under the progress bar.

Question 32

The average amount that you've been charged for a click on your ad.

Answer 32

Average cost-per-click (Avg. CPC) Average cost-per-click (avg. CPC) is calculated by dividing the total cost of your clicks by the total number of clicks. * Your average CPC is based on your actual cost-per-click (actual CPC), which is the actual amount you're charged for a click on your ad. Note that your average CPC might be different than your maximum cost-per-click (max. CPC), which is the highest amount that you're willing to pay for a click. * Here's an example of how to calculate your average CPC. Let's say your ad gets two clicks, one costing $0.20 and one costing $0.40, for a total cost is $0.60. You'd divide $0.60 (your total cost) by 2 (your total number of clicks) to get an average CPC of $0.30. * You can find your average CPC amounts in the "Avg. CPC" column in Campaigns. * Just getting started and want to get an idea of the average amount you might be charged for a click? You can use Keyword Planner to get estimated average CPC amounts for your Search Network campaigns.

Question 33

The average amount you’ve been charged for a conversion from your ad.

Answer 33

Average CPA Average cost per action (CPA) is calculated by dividing the total cost of conversions by the total number of conversions. * For example, if your ad receives 2 conversions, one costing $2.00 and one costing $4.00, your average CPA for those conversions is $3.00. * Average CPA is based on your actual CPA (the actual amount you're charged for a conversion from your ad), which might be different than your target CPA (the amount you’ve set as your desired average CPA if using Target CPA bidding). * Use performance targets to set an average CPA target for all campaign in a campaign group.

Question 34

An amount that you set for each ad campaign to specify how much, on average, you'd like to spend each day

Answer 34

Average daily budget * You set an average daily budget for each Google Ads campaign. On the days when your ad is more popular, Google Ads will allow up to twice your average daily budget so you won't miss out on those valuable clicks. * But, don't worry, over the course of a month, you won’t be charged more than your average daily budget times the average number of days in a month (30.4). For campaigns that are paused in the middle of the month or that otherwise don't run for the full month, you may see discrepancies between your average daily budgets and your total charges. * For campaigns where you pay for conversions, your daily spend may exceed your average daily budget by more than 2 times.

Question 35

This is the average price of a product when your ad showed or when your ad was competitive in an auction.

Answer 35

Average product price (beta)

Question 36

This is the average click-weighted price for a product across all merchants who advertise that product using Shopping ads.

Answer 36

Benchmark product price (beta)

Question 37

This is the percentage difference between your product’s average product price and the associated benchmark product price.

Answer 37

Benchmark product price difference (beta) ## Footnote For product groups, the price difference is weighted based on your product's traffic potential. More popular products will be weighted more than less popular products.

Question 38

A percentage increase or decrease in your bids.

Answer 38

Bid adjustment ## Footnote A bid adjustment allows you to show your ads more or less frequently based on where, when, and how people search. You can also adjust your bids based on how your ads perform, helping to improve your return on investment (ROI). Your spending on individual clicks may vary as your bids increase or decrease according to the adjustments you've set, but your overall average daily budget won't change.

Question 39

A keyword option that allows your ad to show when someone searches for that keyword, variations of it, as well as other related topics.

Answer 39

Broad match The broad match keyword "bicycle bell" can cause your ad to show if someone searches for variations and related searches like “cycling accessories,” “blue bicycle helmets,” and "bell reviews for bikes." * Broad match lets a keyword trigger your ad to show whenever someone searches for that phrase, similar phrases, close variations of the keyword terms, related searches, and other relevant variations. * For example, when you add "hats" as a broad match keyword, you tell Google Ads to try to show your ad for searches containing that term or a similar one. Your ad might show for searches on "hat," "sun hats," “winter accessories”, and "sombreros." Broad match keywords help you reach the widest audience. * Broad match is one of the four keyword matching options that help control how closely the keyword needs to match a person's search term in order for your ad to appear. You can choose one or more matching options for a keyword, and broad match will be used by default if you don't specify a particular matching option.

Question 40

A way to edit more than one thing in your account at the same time.

Answer 40

Bulk edits Using bulk editing helps you save time by simultaneously updating multiple items in one campaign, or across multiple campaigns. * Google Ads offers various tools and features to help you make bulk edits to your account. The editing options available depend on which tool or feature you use. * Generally, you can make bulk edits to your account using: * Google Ads: Select multiple items in Google Ads and make changes to all of them at once. Learn how to Make changes with bulk edits. * Bulk uploads: Download a spreadsheet with details on your keywords, ads, ad groups, campaigns, or product groups, or billing details. You can make offline changes and upload the spreadsheet so that the changes can be applied to your Google Ads account. Learn how to Make changes with bulk uploads. * Google Ads Editor: This free, downloadable application lets you manage your Google Ads account offline so you can easily make bulk edits to your campaigns, ad groups, keywords, and more, then upload your changes back in to Google Ads when you’re ready. Learn more About Google Ads Editor. * Google Ads API (Google Ads API (AdWords API)): The Google Ads API (Google Ads API (AdWords API)) (application programming interface) lets developers build applications that interact directly with the Google Ads server. With these applications, advertisers and third parties can more efficiently and creatively manage large or complex Google Ads accounts and interact with external data. * Google Ads scripts: Scripts let you make automated changes in your Google Ads account. Using JavaScript code, you can change bids, pause ad groups, and add keywords with written scripts directly instead of manually within your Google Ads account. Learn more about scripts with Google Ads automation made easy

Question 41

A temporary store of data collected by your Internet browser as you surf the web, including elements from webpages that you frequently visit.

Answer 41

Cache * Cache data can include anything from passwords to responses you entered in online forms. * You can control the storage of your cache data by choosing to delete it at any time. * Sometimes a full cache can cause difficulties with loading certain web pages or forms, including some that you might use in your Google Ads account. When this happens, the best way to fix this is to clear your cache to make room for new memory.

Question 42

A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. Often used to organize categories of products or services that you offer.

Answer 42

Campaign * Your Google Ads account can have one or many ad campaigns running. * Each campaign consists of one or more ad groups. * Settings that you can set at the campaign level include budget, language, location, distribution for the Google Network, and more. * You can create separate ad campaigns to run ads in different locations or using different budgets.

Question 43

Lets you prepare multiple changes to a Search or Display Network campaign without impacting its performance.

Answer 43

Campaign draft When you create a draft, you’re mirroring your campaign’s setup. * You can make updates to your draft just as you would in a normal campaign. * After you’ve finished your draft, you can apply it to the original campaign or create an experiment from your draft to test how your changes perform against the original campaign.

Question 44

Lets you test your draft’s performance against the original campaign's performance.

Answer 44

Campaign experiment Experiments use a portion of the original campaign’s traffic and budget and run alongside the original campaign for a specified length of time. * After you’ve created a draft, you can convert your draft to an experiment. * As your experiment runs, you can monitor and compare its performance against your original campaign and choose to end the experiment. Once you end your experiment, it will stop running by the end of the day. * For any given campaign, you can only have one experiment running at a time. * Experiments are only available for Search and Display Network campaigns.

Question 45

A set of campaigns that share a key performance indicator.

Answer 45

Campaign group Campaign groups are helpful for tracking the overall performance of multiple campaigns with similar goals. * Set performance targets to designate numerical goals shared by all campaigns in a campaign group. * Monitor campaign group performance to see whether you’re on track to meet your performance targets. If not, you may consider adjusting your campaigns’ settings. * You can create campaign groups with any combination of Search, Shopping, Display, or Video campaigns. * A campaign can be added to only 1 campaign group at a time. It can’t belong to multiple campaign groups. * Campaign groups are optional—not every campaign must belong to a campaign group. * Any campaign using a shared budget cannot be added to a campaign group. * Removing a campaign from a campaign group will remove its performance data from the campaign group. * Create, view, and edit campaign groups by clicking Campaign groups in the left navigation panel.

Question 46

A status for your ad campaign that describes whether or not its ads can run at the moment.

Answer 46

Campaign status * For each of your ad campaigns, you'll see information about its current state listed in the "Status" column of your Campaigns page. * A campaign's status affects all ad groups and ads within it. For example, when you pause a campaign, all ads within the campaign stop showing. * Here are the campaign statuses that you might see: * Eligible. The campaign is running and able to show its ads. * Paused. The campaign and its ads aren't running because you have paused it. You can resume the campaign whenever you'd like to run its ads. * Removed. The campaign and its ads are not running because you've permanently deleted it. If you just want to turn off a campaign, do not remove it. Pause the campaign instead. * Ended. The campaign has passed its end date, so its ads are no longer running. You can change the end date any time. * Pending. The campaign has a start date in the future, so its ads have not started running yet. You can change the start date any time before it's reached. * Limited by budget. The campaign is active and can show ads, but not as often as it could due to budget constraints. You can place your mouse over the bubble next to this status to see your recommended budget.

Question 47

A three-digit security number that usually appears on the back of your credit or debit card.

Answer 47

Card verification number (CVN) Sometimes called a card security code or card verification value, it provides extra protection against fraud. * When asked for your CVN, be sure to enter it properly or your payment might not be successful. * CVNs can appear in different spots on each card. Often, you can find your CVN on the back of your card, near or next to the area where you can add your signature. Some cards show it on the front, near your account number. * It's a good idea to add a backup credit card to your Google Ads account in case there's ever a problem with your primary payment method.

Question 48

A tool that lists the changes you've made to your account during the past two years.

Answer 48

Change history See details about changes like when you paused your campaign, who added a keyword, and the amounts of your previous budgets. * You can view all changes for a particular date range, filter the results by the type of change (such as budget adjustments or keyword edits), or see changes for a particular campaign or ad group. * The change history tool shows each change within a timeline, mapped to your account data (like impressions, clicks, conversions, clickthrough rate, and cost). Compare your changes with the timeline of performance data to help know which changes may have contributed to changes in your performance. * If you've given other people access to your account using their own login, you can also use the tool to see who made certain changes. * You can find change history in the "Tools" menu, or go directly to the tool by visiting ads.google.com/ch/ChangeHistory

Question 49

When someone taps your ad, like on the blue headline of a text ad, Google Ads counts that as a \_\_\_\_\_.

Answer 49

Click * A click is counted even if the person doesn't reach your website, maybe because it's temporarily unavailable. As a result, you might see a difference between the number of clicks on your ad and the number of visits to your website. * Clicks can help you understand how well your ad is appealing to people who see it. Relevant, highly-targeted ads are more likely to receive clicks. * In your account statistics, you'll see the click-through rate (CTR), which tells you how many people who’ve seen your ad end up clicking on it. This metric can help you gauge how enticing your ad is and how closely it matches your keywords and other targeting settings. * Note that a good CTR is relative to what you're advertising and on which networks. To help increase your clicks and CTR, start by creating great ad text and strong keywords to make ads that are highly relevant and very compelling to your customers.

Question 50

A ratio showing how often people who see your ad end up clicking it.

Answer 50

Clickthrough rate (CTR) Clickthrough rate (CTR) can be used to gauge how well your keywords and ads are performing. * CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%. * Each of your ads and keywords have their own CTRs that you can see listed in your account. * A high CTR is a good indication that users find your ads helpful and relevant. CTR also contributes to your keyword's expected CTR, which is a component of Ad Rank. Note that a good CTR is relative to what you're advertising and on which networks. * You can use CTR to gauge which ads and keywords are successful for you and which need to be improved. The more your keywords and ads relate to each other and to your business, the more likely a user is to click on your ad after searching on your keyword phrase.

Question 51

A targeting setting that allows you to reach the right audiences by combining various audience attributes, such as detailed demographics and interests, to create “personas” that represent segments of your target audience.

Answer 51

Combined audiences ## Footnote ou can create a list of combined audiences that can be accessed anytime from the audience picker. Combined audiences can be edited, removed, or reused for multiple campaigns or ad groups.

Question 52

A billing option that allows you to get a single invoice for your expenses from multiple Google Ads accounts.

Answer 52

Consolidated billing * Consolidated billing is a popular option for agencies, resellers, and other large advertisers who work with multiple accounts, want to streamline their billing, and use the monthly invoicing payment setting. * You'll need to have, or create, a manager account in order to use consolidated billing. * The Google Ads accounts that you use for this feature need to have the same currency. If they don't, you can receive one consolidated invoice per currency. * Accounts that use Manager Defined Spend (MDS) can't be used with consolidated billing.

Question 53

The process that matches ads to relevant sites in the Display Network using your keywords or topics, among other factors.

Answer 53

Contextual targeting * Here's how it works: Google's system analyzes the content of each webpage to determine its central theme, which is then matched to your ad using your keywords and topic selections, your language and location targeting, a visitor's recent browsing history, and other factors. * Google Ads uses contextual targeting when an ad group has keywords or topics and its campaign is set to show ads on the Display Network.

Question 54

An action that's counted when someone interacts with your ad (for example, clicks a text ad or views a video ad) and then takes an action that you’ve defined as valuable to your business, such as an online purchase or a call to your business from a mobile phone.

Answer 54

Conversion ## Footnote Conversions are measured with conversion tracking. You can use different tracking processes to measure conversions depending on the action someone takes when they interact with your ad. Conversions can be tracked across different surfaces (e.g., mobile, desktop) and may include modeled conversions. Modeled conversions use aggregated and anonymized data to estimate conversions that Google is unable to observe directly. This can offer a more complete report of your conversions.

Question 55

A specific customer action that you've defined as valuable to your business, such as an online purchase or phone call.

Answer 55

Conversion action Tracking conversion actions lets you see how your ads lead to those valuable actions. * Conversion actions are available for several conversion sources, including website actions, calls, app downloads, and in-app actions (such as in-app purchases). * If you want to track more than one of the same kind of conversion action, such as a newsletter signup and a lead form submission on your website, you can create multiple conversion actions. * Occurrences of conversion actions are reported as conversions.

Question 56

A page of your website that someone reaches after performing a valuable action, like a purchase confirmation page.

Answer 56

Conversion page * People should reach this page of your site only after completing a conversion, an action like a purchase or sign-up that you consider to be valuable for your business. Examples of a conversion page can include a confirmation page or a page thanking the customer. * When you use conversion tracking, the conversion page that you choose will be where you add the conversion tag that Google provides. * You can track as many conversion pages as you want, but make sure that customers can access each of those pages only after taking the desired action on your site like making a purchase or signing up for a newsletter.

Question 57

The average number of conversions per ad interaction, shown as a percentage.

Answer 57

Conversion rate * Conversion rates are calculated by simply taking the number of conversions and dividing that by the number of total ad interactions that can be tracked to a conversion during the same time period. For example, if you had 50 conversions from 1,000 interactions, your conversion rate would be 5%, since 50 ÷ 1,000 = 5%. * If you're tracking more than one conversion action, or you choose to count "Every" conversion, your conversion rate might be over 100% because more than one conversion can be counted for each interaction. * Use conversion tracking in your account to measure your conversion rates and ultimately use them to help guide your advertising decisions.

Question 58

A free tool in your account that can help measure how clicks on your ads lead to meaningful actions such as sales or leads.

Answer 58

Conversion tracking * A conversion occurs when an ad click or other interaction with your ad leads directly to a behavior that's valuable to you, such as a purchase, newsletter sign-up, phone call, or download. * It's important to track conversions because they can give you insight into how the performance of your ads relates directly to the success of your business. Conversion tracking can also help identify which ads and keywords are most successful for your business. Security and privacy for website tracking Google's security standards are strict. Google Ads only collects data on pages where you have deployed the associated tags. Please ensure you're providing users with clear and comprehensive information about the data you collect on your websites, and getting consent for that collection where legally required.

Question 59

The number of days after an ad interaction (such as an ad click or video view) during which a conversion will be recorded.

Answer 59

Conversion window * If you pick 30 days, then conversions that happen within 30 days after an ad interaction are tracked. * A shorter conversion window will reduce the number of conversions your account records for this conversion action. To set or change your conversion windows, see the article About conversion windows.

Question 60

A small file saved on people's computers to help store preferences and other information that's used on webpages that they visit.

Answer 60

Cookie * Cookies can save people's settings on certain websites and can sometimes be used to track how visitors get to and interact with websites. * Google uses cookies in various ways. For example, remarketing and Google Analytics both use cookies to help do things like run your ads or track your success. * The conversion tracking feature of Google Ads also uses cookies. To help you track sales and other conversions from your ad, it adds a cookie to a person's computer when the person clicks an ad. * Sometimes cookies can cause problems when you're signing in or moving through your Google Ads account. When this happens, the best way to fix this is to clear the cache and cookies that are saved for your Internet browser.

Question 61

This type of bidding means that you pay for each click on your ads.

Answer 61

Cost-per-click (CPC) For CPC bidding campaigns, you set a maximum cost-per-click bid - or simply "max. CPC" - that's the highest amount that you're willing to pay for a click on your ad (unless you're setting bid adjustments, or using Enhanced CPC). * Your max. CPC is the most you'll typically be charged for a click, but you'll often be charged less -- sometimes much less. That final amount you're charged for a click is called your actual CPC. * If you enter a max. CPC bid and someone clicks your ad, that click won't cost you more than the maximum CPC bid amount that you set. * You'll choose between manual bidding (you choose your bid amounts) and automatic bidding (let Google set bids to try to get the most clicks within your budget). * CPC pricing is sometimes known as pay-per-click (PPC).

Question 62

A way to bid where you pay per one thousand views (impressions) on the Google Display Network.

Answer 62

Cost-per-thousand impressions (CPM) ## Footnote Viewable CPM bidding ensures that you only pay when your ads can be seen. Existing CPM bids will be converted to vCPM automatically, but it's best to update your bids since viewable impressions are potentially more valuable. Learn more about using viewable CPM bids.

Question 63

A bidding method for video campaigns where you pay for a view.

Answer 63

Cost-per-view (CPV) A view is counted when a viewer watches 30 seconds of your video ad (or the duration if it's shorter than 30 seconds) or interacts with the ad, whichever comes first. Video interactions include clicks on the call-to-action overlays (CTAs), cards, and companion banners. You set CPV bids to tell Google the maximum amount you're willing to pay for each view. * You can select a maximum CPV bid for your video ads when you create your ad group. ”Maximum” means what you'll pay for a view will be equal to or below your bid, depending on other advertisers' bids. * The CPV bidding option is only available when you choose to run TrueView video ads.

Question 64

A text file that has a specific format which allows data to be saved in a table structured format.

Answer 64

CSV (comma-separated values) file

Question 65

Customer information that you’ve collected in the first-party context—for example, information you collected from your websites, apps, physical stores, or other situations where customers shared their information directly with you.

Answer 65

Customer data ## Footnote There are many types of customer data, some of the common data types are email addresses, first names, last names, phone numbers, and country of residence.

Question 66

Customer data file is the file uploaded into Google Ads that contains data about your customers.

Answer 66

Customer data file

Question 67

A unique number that's assigned to each Google Ads account, including Google Ads manager accounts.

Answer 67

Customer ID ## Footnote Your customer ID is used to identify your Google Ads account. You can use this number when contacting Google Ads customer support and also to link your account with other Google products like Google Analytics or Google My Business.

Question 68

Created by uploading a CSV customer data file in Google Ads frontend or through the Google Ads API (AdWords API), and is used to target audiences.

Answer 68

Customer list ## Footnote Customer lists can be edited by removing specific users, adding more users, or removing the entire list.

Question 69

A nine-digit number that identifies businesses worldwide

Answer 69

D-U-N-S number (Data Universal Numbering System) * If you apply for the monthly invoicing payment setting, we'll ask for your D-U-N-S number. It's not required to apply, but it helps our Billing and Payments team assess your application. * D-U-N-S is a globally recognized system developed by Dun & Bradstreet (D&B) that assigns a unique identification number to businesses. * You can find this number or apply for one for free by visiting the D&B website at www.dnb.com

Question 70

A visual and customizable summary of your account’s performance data.

Answer 70

Dashboard * Dashboards are created by inserting scorecards, charts, tables, or notes on your performance data, into a customizable grid. You can place these cards on any square in the grid. * **Scorecards**: Show you the performance of key metrics. * **Charts and tables**: Let you insert visual data reports created in the Report Editor. Learn more * **Notes**: Give people you're collaborating with more context on your dashboard. * Scorecards, charts, tables, or notes can be rearranged and resized to help you customize your dashboard. * Learn how to Create and edit dashboards. * You can **change the date** range for each individual scorecard, table, or chart to see performance over a particular timeframe. You can also change the overall date of your entire dashboard to see how it would have looked on a particular day. * Dashboards let you collaborate with anyone who has access to your Google Ads account. * For those with email-only access, you can share your dashboard by email. * To share with those who don’t have access to your account, download your dashboard as a .pdf.

Question 71

A type of destination URL in an ad that takes people to a specific page in an app.

Answer 71

Deep link The following types of deep links are supported by Google Ads: * **Custom schemes**: Custom schemes are custom URIs you can create to link to any in-app content. If your ad shows on a mobile device with your app installed and a user clicks the link, it sends people directly to the content in your app. * **App Links and Universal Links:** These links use your existing HTTP destination URL, such as www.example.com or www.example.com/product\_1234. Tracking parameters are allowed for these links. * Note: Deep links are not automatically set up when you create your app, and they work differently on iOS and Android.

Question 72

In ad customizers, these allow you to provide an alternative value for each piece of customized text in your ads. So even if you are not using a data feed, your ads will always show.

Answer 72

Default values * For example, let's say you're running a campaign to advertise your candy store and you have an ad group that promotes your chocolate candy products. The snippet of code that you'll insert in your ad text might look like the following: * {=ProductFeed.CandyType:Chocolate} Doing this means Chocolate will show when the candy type can't be inserted in your ad. * Default values are optional. However, if an ad contains more than one ad customizer, default values must be provided for each customizer.

Question 73

The URL address of the page in your website that people reach when they click your ad.

Answer 73

Destination URL Final URLs are replacing destination URLs as part of the URL upgrade. You can no longer create or edit ads that use a destination URL. Learn more * The domain of the destination URL needs to match the domain of your display URL. * The destination URL isn’t displayed on your ads (the URL shown is your display URL).

Question 74

An ad status that won't show the ad because it violates the Google Ads policies.

Answer 74

Disapproved ## Footnote Find out why an ad was disapproved by looking at the "Status" column. If you fix the ad, it will be reviewed again and can be approved if we determine that the ad complies with our policies.

Question 75

A group of more than 2 million websites, videos, and apps where your ads can appear.

Answer 75

Display Network ## Footnote Display Network sites reach over 90% of Internet users worldwide\*. With the Display Network, you can use targeting to show your ads in particular contexts (like “outdoor lifestyles” or “cnn.com”), to particular audiences (like “young moms” or “people shopping for a new sedan”), in particular locations, and more.

Question 76

Sites in the Display Network that partner with Google to show ads.

Answer 76

Display partners * Your ads can appear on partners' websites, mobile phone apps, and other placements that you choose or that relate to your ads and keywords or other targeting methods you've added. * See which display partners have shown your ads by reviewing the automatic and managed placements listed in your campaign. * You can choose not to show your ads on display partners by opting out of the Display Network.

Question 77

A Google Ads tool that provides ideas and estimates to help you plan a Display Network campaign that you can add to your account or download.

Answer 77

Display Planner **The Display planner is no longer available** in the new Google Ads experience. Its features, however, have been incorporated throughout campaign creation and targeting in the new Google Ads experience. Integrating the benefits of the Display planner directly into the core functionality of the new Google Ads experience simplifies your processes by eliminating the need of a different tool to complete your tasks. Here are a few benefits of using the new Google Ads experience to accomplish the tasks you once used the Display planner for: * You get information right when you need it, there’s no need to switch between Google Ads and Display Planner. * You get better forecasts, since more ad formats and targeting options are supported. Display Planner * Display Planner generates ideas for all the ways you can target the Display Network. Targeting ideas are based on your customers’ interests or your landing page. They include keywords, placements (websites, videos, mobile apps, mobile app categories), topics, interests (affinities, in-market segments), demographics (age, gender), and remarketing. * Each idea comes with impression estimates and historical costs. Think of these estimates and statistics as a guide to help you plan your Display Network campaign, rather than to project future performance. * You can find Display Planner under the Tools tab in your account.

Question 78

The webpage address that appears with your ad, typically shown in green text.

Answer 78

Display URL * Display URLs give people an idea of where they'll arrive after they click an ad. The landing page that you define with a final URL tends to be more specific. For example, if your display URL is www.example.com, your final URL might be example.com/sweaters. * For expanded text ads, your display URL consists of the domain of your final URL (and the subdomain, if you have one) and your two optional “Path” fields of up to 15 characters each. * In rare scenarios, your subdomain may not be added to your display URL. For example, if your subdomain uses a trademarked term, your display URL may not include your subdomain. Learn more about Google Ads trademark policy * Google constantly makes changes to Google Ads. As a result, Google may update the domain component of your display URL. * Your display URL may appear in your ad with a "www." prefix in lowercase letters (even if you enter it with capitalized letters). If your URL begins with a subdomain, your display URL may include it (for example, the support in support.google.com).

Question 79

The core part of a website's URL (its Internet address).

Answer 79

Domain In the URL "www.google.com/ads," the domain name is "google.com." * A domain is usually made up of two parts: a name (like "google") and a category (like ".com") which combine to make a domain name like "google.com." Domains can use industry categories such as .edu and .gov, country categories such as .fr or .jp, or a combination. * There can be many pages or sites within one domain. For example, all of these websites share the domain name "google.com:" * www.google.com * www.google.com/ads * support.google.com/google-ads * Google Ads has several policies that involve the URLs and domain names that you include in your ads. For example, all ads within a particular ad group need to use the same domain in their display URLs.

Question 80

A status given to ads that Google is still reviewing, but which may run under some circumstances.

Answer 80

Eligible A status given to ads that Google is still reviewing, but which may run under the following circumstances: * If you see this status for asset-based ads (for example, responsive ads or app campaign ads), it means that some combination of your assets have been approved and may be running. * If you see this status for Video ads, it means the video has been reviewed for and approved to run in some contexts. Whenever you create or edit an ad, Google reviews the ad to make sure that it complies with our advertising policies and is safe and appropriate for users. Find your ad status. We review most ads within 1 business day, but some reviews may take longer because some ads require more complex review. If your ad is marked "Eligible" for more than 1 full business day, you can contact us and we'll be happy to help you.

Question 81

A setting that determines how long you'd like your campaign's ads to run.

Answer 81

End Date ## Footnote When the campaign's end date arrives, your ads will stop running. The default setting for each ad campaign is to have no end date, so that the ads are able to run indefinitely. You can change the setting at any time to have your campaign end on a specific date. When you select an end date, your campaign will end on that date at 11:59 p.m. in the time zone that you have chosen for your account. Before your end date, you can also Pause, resume, or remove a campaign at any time to stop the ads from running.

Question 82

An ad campaign that has passed its end date and is no longer running ads.

Answer 82

Ended campaign ## Footnote You choose an end date for each ad campaign to indicate when it should stop running. When a campaign reaches its end date, all ads within the campaign stop running. You can change a campaign's end date any time, even after the date has passed. You'll see information about your campaign's current state listed in the "Status" column in the "Campaigns" page. You might also see the status "Campaign ended" listed next to the ad groups, ads, and keywords that are part of this campaign.

Question 83

A bid strategy that adjusts your cost-per-click (CPC) to help maximize conversions or conversion value.

Answer 83

Enhanced CPC (ECPC) ECPC combines manual bidding with a Smart Bidding strategy, like Target CPA or Target ROAS. This strategy raises your manual bids in situations that seem more likely to lead to a sale or other conversion on your website, and lowers your bid for situations that seem less likely to lead to a conversion. You can also test ECPC along with third-party bidding systems to give you a limited degree of Smart Bidding. When you set ECPC to optimize for conversions: * ECPC adjusts your bid each time your ad is eligible to appear, based on how likely that click is to lead to a conversion. * ECPC can help you get more conversions while maintaining or reducing your cost per conversion. * ECPC works slightly differently for Shopping campaigns. Learn how to Set up ECPC for Shopping campaigns. When you set ECPC to optimize for conversion value: * ECPC adjusts your bid each time you ad is eligible to appear based on how likely that click lead is to lead to a conversion and its relative conversion value. Learn more About conversion values * ECPC can help you get more high-value conversions while maintaining or reducing your cost per conversion. * ECPC for conversion value is only available for Search campaigns.

Question 84

Websites on the Display Network that show targeted ads to people who enter the wrong address for a website or try to search in their browser's address bar.

Answer 84

Error sites * The sites from Google's AdSense for Errors program show ads in order to provide relevant information to people who would otherwise see a blank page or error message. * If your campaign is opted in to the Display Network, your ads might appear on error sites. You can exclude error sites if you don't want your ads to appear on this type of site. * Google's AdSense for Errors program will try to match relevant ads to these error pages based on the search term or URL that people type. Sometimes search results appear on the pages as well.

Question 85

A keyword setting that allows your ad to show only when someone searches for your keyword or close variants of your keyword.

Answer 85

Exact match This article applies to positive keyword targeting only. Negative exact match keywords behave differently than exact match keywords, and don’t include close variants. Learn more about negative match keywords. Close variants may include: * Misspellings * Singular or plural forms * Stemmings (for example, floor and flooring) * Abbreviations * Accents * Reordered words with the same meaning (for example, [shoes mens] and [mens shoes]) * Addition or removal of function words. Function words are prepositions (like in or to), conjunctions (like for or but), articles (like a or the), and other words that don’t impact the intent of a search. For example, [shoes for men] is a close variant of [men shoes] with the function word “for” removed. * Implied words (for example, if your exact match keyword is [daydream vr headset], your ads may show on searches for “daydream headset” since “vr” is implied) * Synonyms and paraphrases (for example, if your exact match keyword is [bathing suits], ads may also show on searches for “swimming suits”) * Same search intent (for example, if your exact match keyword is [images royalty free], ads may also show on searches for “free copyright images”) Whether someone is searching for “running shoes” or “shoes for running,” what they want remains the same; they’re looking for running shoes. Close variants of exact match keywords help you connect with people who are looking for your business—despite slight variations in the way they search—and reduces the need to build out exhaustive keyword lists to reach these customers.

Question 86

A keyword status that measures how likely it is that your ads will get clicked when shown for that keyword, irrespective of your ad's position, extensions, and other ad formats that may affect the prominence and visibility of your ads.

Answer 86

Expected clickthrough rate This status predicts whether your keyword is likely to lead to a click on your ads. Google Ads takes into account how well your keyword has performed in the past, based on your ad's position. The expected clickthrough rate (CTR) that Google Ads provides for a keyword in your account is an estimate based on the assumption that the search term will match that keyword exactly. At auction time (when someone's search terms triggers one of your ads), Google Ads calculates a more accurate expected CTR based on the search terms, type of device, and other auction-time factors There are three possible statuses you can get: above average, average, or below average. * Having an "average" or "above average" status means that there are no major problems with this keyword's expected clickthrough rate when compared to all other keywords across Google Ads. * A "below average" status means that you might want to consider changing your ad text so that it's more closely related to your top keywords. * Use this status to help identify keywords that might not be relevant enough to perform well. * This expected clickthrough rate is a prediction, so it's different from the actual clickthrough rates shown in the "CTR" column of your account. Unlike the "CTR" column, this status considers how the keyword performs both within your account and across all other advertisers' accounts. This status has also been adjusted to eliminate the influence of ad position and other factors that affect prominence and visibility, such as extensions. * It's possible for a keyword to have a high Quality Score and low expected clickthrough rate (or vice versa) because Google Ads looks at a number of different quality factors when determining Quality Score. Even if your overall Quality Score is high, looking at the individual factors can help you identify potential areas for improvement. * Paused keywords will retain whatever scores they had when they were last active. Therefore, it may not be useful to look at these scores over time. We encourage advertisers to focus on active keywords when looking at their Quality Score sub-metrics, since these scores will be constantly updated.

Question 87

One of two ways to view your extensions data within the extensions page.

Answer 87

Extensions view ## Footnote In the extensions view, each row contains data that is specific to a single extension, aggregated across all its associations. Each extension is listed once, and fills its own row. Use the extensions view to compare the performance of one extension with another. Keep in mind that any time you create an extension, such as a callout or structured snippet extension, you can associate it to any of your ad groups or campaigns, or to your entire account. This means that a single extension can have multiple associations. To view these associations, switch to the associations view.

Question 88

A status given to all ads to indicate what audiences the ad and website are appropriate for.

Answer 88

Family status ## Footnote Ads that are "family safe," "non-family safe," and "adult" have different restrictions around when and where they can appear. Whenever you create or edit an ad, Google reviews the ad to make sure that it complies with our advertising policies. When your ad is reviewed, it will be given a family status depending on the content of your ad and website. The three family statuses are **family safe**, **non-family safe**, and **adult**. The family status given to your ad affects where your ad can show, including in which countries it can appear. For example, adult ads aren't shown at all in certain countries and, where they are shown, are limited to searches that are considered "adult" in nature. See the Adult content policy for more details. Find your ad's approval status by looking at the "Status" column in the Ads tab of your Campaigns page. Ads that are family safe can be shown as **Approved** while other family statuses have the more specific labels **Approved (adult)** and **Approved (non-family)**.

Question 89

A tool for finding and showing only the campaign data that is most relevant to you.

Answer 89

Filter ## Footnote For example, you can filter for keywords using a particular word, bids that are higher than a particular amount, and clickthrough rates (CTRs) that are lower than your average. The filter options that are available depend on whether you're viewing your keyword, ad, ad group, or campaign tables.

Question 90

The URL address of the page in your website that people reach when they click your ad.

Answer 90

Final URL * If you maintain separate landing pages for mobile users (like AMP pages), then enter them in the final URL for mobile field (under the "Ad URL options" section) * The domain of the final URL needs to match the domain of your display URL. * The final URL isn’t displayed on your ads (the URL shown is your display URL). * If you use tracking information, enter it the tracking template field. You may not use cross-domain redirects in your final URL. * The final URL suffix field allows you to enter parameters that will be attached to the end of your landing page URL in order to track information.

Question 91

The bid you likely need to set for your ad to be shown anywhere on the first page of search results.

Answer 91

First page bid estimate * This estimate approximates what cost-per-click (CPC) bid is needed for your ad to show anywhere on the first page of search results when a search query exactly matches your keyword. Your ad can still appear if your bid does not meet this estimate, but it's less likely to appear on the first page of search results. * The estimate is based on each keyword's Quality Score and competition from other advertisers. If your first page bid estimate is very high, it may mean that your keyword's Quality Score is poor and could be improved. * To see first page bid estimates for your keywords, find the "Est. first page bid" column in the Keywords table. * The estimate isn't a guarantee -- on occasion your ad may not make it to the first page, even when you meet the first page bid estimate. * Related links

Question 92

The bid you likely need to set for your ad to be shown in the first ad position.

Answer 92

First position bid estimate **_[!]_** Average position (Avg. Pos.) **was removed in September 2019**. The percentages of top and absolute top impressions provide a clearer view of where your ads appear on search pages. You can use these new metrics to optimize your ad position. Learn more. First position bid estimate * This estimate approximates what cost-per-click (CPC) bid is needed for your ad to show in the first ad position at the top of search results when a search query exactly matches your keyword. Your ad can still appear if your bid does not meet this estimate, but it's less likely to appear in the first ad position of search results. * The estimate is based on each keyword's Quality Score and competition from other advertisers. If your first position bid estimate is very high, it may mean that your keyword's Quality Score is poor and could be improved. * To see first position bid estimates for your keywords, find the "Est. first pos. bid" column in the Keywords table. * The estimate isn't a guarantee -- on occasion your ad may not make it to the first position, even when you meet the first position bid estimate.

Question 93

The minimum number of times a unique user saw your ad over a given time period.

Answer 93

Frequency ## Footnote If you want to limit the number of times your display or video ad appears to a user, you can set a frequency cap.

Question 94

A feature that limits the number of times your Display or Video ads appear to the same person.

Answer 94

Frequency capping Frequency is the number of times a user sees ads in your Display or Video campaign over a given time period. Frequency capping works differently on Display campaigns and Video campaigns. For Display campaigns: * When you set the frequency cap for a Display campaign, you set a limit for the number of impressions you will allow an individual user to have on the campaign per day, week, month, or any combination. * You can set a frequency cap to limit the number of impressions on the campaign, ad group, or ad. For Video campaigns: * When you set the frequency cap for a Video campaign, you set a limit for the number of impressions and/or views you will allow an individual user to have on videos in the campaign per day, week, month, or any combination. Frequency caps for Video campaigns can only be set on the campaign level. * If the videos in the campaign are used in other Video campaigns, impressions and/or views from other Video campaigns for a given user will count towards the frequency cap of the campaign. When a user reaches the frequency cap, Google will stop showing this campaign to the user. This only applies to in-stream and Bumper ads in the auction.

Question 95

A Google-wide username and password that can be used to access various products, including Google Ads.

Answer 95

Google Account * Your Google Account also contains information that applies across products, such as your preferred language and some privacy settings. * If you created a Google Ads account or have signed in to access any Google product, then you've created a Google Account. * A Google Account can be associated with up to 5 Google Ads accounts, including manager accounts. * You can view and change the information in your Google Account at any time by signing in at google.com/accounts

Question 96

Google's online advertising program. You can create online ads to reach people exactly when they're interested in the products and services that you offer.

Answer 96

Google Ads * Google Ads is a product that you can use to promote your business, help sell products or services, raise awareness, and increase traffic to your website. * Google Ads accounts are managed online, so you can create and change your ad campaign at any time, including your ad text, settings, and budget. * There's no minimum spending commitment, and you set and control your own budget. You choose where your ad appears, set a budget that's comfortable for you, and easily measure the impact of your ad.

Question 97

An advanced feature that lets advertisers interact with and make changes to their Google Ads account through applications they create.

Answer 97

Google Ads API (AdWords API) The AdWords API will be replaced by the newer Google Ads API, which is currently in beta. * The AdWords and Google Ads APIs (application programming interface) allow developers to create and use applications that interact directly with their account details on the Google Ads server. * These APIs can help advertisers efficiently manage large Google Ads accounts and campaigns. For example, you can compile your Google Ads data to use with other systems like inventories, generate regular reports, and make campaign adjustments in bulk. * To use either API, you'll need a Google Ads manager account and a developer token. * These APIs are a good option for advertisers who have a developer or programmer with technical skills. If you don't have these resources but still want an extra tool to help manage large changes to your account, try Google Ads Editor or Google Ads scripts instead.

Question 98

Also known as coupons or vouchers, a monetary credit that can be added to an advertiser's account once they meet any necessary criteria.

Answer 98

Google Ads promotional code (coupon) Google or our partners will occasionally offer promotional codes to encourage new advertisers to get started with Google Ads. * Most codes need to be applied within 14 days after you first create your Google Ads account. * Google can't accept or replace expired promotional codes. * Promotional codes work differently with different payment settings, such as automatic or manual payments. * In order to use most promotional codes, your account needs to meet certain criteria. The terms and conditions for each offer vary by promotion, so be sure to check the details in the promotional material.

Question 99

A unique phone number from Google that can be used in your ads to help track calls to your business.

Answer 99

Google forwarding number ## Footnote It can be used by turning on call reporting in your account settings. Countries where Google forwarding numbers are available Google forwarding numbers are currently available in the following countries: https://support.google.com/google-ads/answer/2382961 How it works When enabling call reporting or message reporting, Google provides a unique phone number that's displayed with your ads or extensions. If a potential customer calls or messages this phone number, Google Ads will route the call or message to your business phone number. You'll then be able to see detailed reports about calls or messages generated from your ads.. About phone numbers Whenever possible, Google forwarding numbers will share the same area code or prefix number as your business. Otherwise, a local number area code or prefix for your geographic region will be used instead. In some cases, a local Google forwarding number may not be available. When this happens, your ad will show a toll-free Google forwarding number instead. Google forwarding numbers are either toll-free, equivalent to a local number, or a local number. [!] Important: Since Google forwarding numbers associated with your call reporting or message reporting are property of Google, they can change or be reassigned. For that reason, you can't use your Google forwarding number outside of call reporting, message reporting and website call conversion tracking. Where forwarding numbers don’t work **Display network**: Call extensions targeting the Display Network don’t support Google forwarding numbers or tracking calls as conversions. **Ads with low traffic**: Google forwarding numbers may not show with desktop ads if your ad group isn’t getting a minimum number of clicks in a four week period. Your business phone number will be shown in that case (there’s no minimum requirement for ads on high-end mobile devices.) **Outside of Google ads**: Google forwarding numbers shouldn’t be copied and promoted outside of Google Ads. These numbers are a property of Google and can change or be reassigned at any time. **_Frequently asked questions_** **Which phone number will be shown in my ads when call reporting or message reporting is turned on?** When you use toll free numbers in the US: Your ads will be shown with a Google Forwarding Number. When you use all other types of phone numbers: Your business phone number will appear in the ad. After clicking on the ad, users will see the Google forwarding number in their dialer. **How do I remove a Google Forwarding Number in my ads?** Remove forwarding numbers by turning off call reporting or message reporting. Once this change is made, your ads will show your business phone number instead. Note that the associated call or message reports will no longer be available without call reporting or message reporting. **Are Google Forwarding Numbers allocated to my ad indefinitely?** A Google Forwarding Number is designed to track your call or message ads performance, and the number may vary over time. Therefore, it is not recommended to copy or promote the Google Forwarding Number beyond your ad campaign with Google Ads. **What happens if someone calls the Google forwarding number, saves the number, and calls again later?** Calls will still connect to the business for 60 days after the user’s initial call. Every time the user calls within that time period, the 60-day window is reset and the number will remain connected for another 60 days. After an entire 60 days expire, the number will no longer route calls to the business. **What happens if someone doesn’t call after clicking the ad, writes down the Google forwarding number, and calls back later?** If the user calls the Google forwarding number within two hours, the call will connect. After two hours, the call will not be routed through to the business and the Google forwarding number may be reallocated. Keep in mind that this is a rare scenario, as the vast majority of calls happen within five minutes of the user seeing a Google forwarding number in an ad or on a website.

Question 100

(Formerly Google Places) A product that lets you create and manage free business listings in Google Maps so that people can see your business when doing a local search.

Answer 100

Google My Business * Google My Business allows you to create and verify your local business on Google, so your business information can be shown in Google Maps. With Google My Business, you can also add business information that can appear on Google.com, Google Maps, and Google Earth when someone searches for your business name or category. * You can show business locations in your ads by using **location extensions**. Location extensions display your business name, address, and phone number with your ad to help customers connect with your local business. * Businesses without a website can verify their business with Google My Business and advertise with Smart campaigns in Google Ads, our advertising product without daily ad management.

Question 101

All of the places where your ads can appear, including Google sites, websites that partner with us, and other placements like mobile phone apps.

Answer 101

Google Network * The Google Network is divided into groups to give you more control over where you'd like your ad to appear: * The S**earch Network**: Google search results pages, other Google sites like Maps and Shopping, and search sites that partner with Google to show ads. * The **Display Network**: Google sites like YouTube, Blogger, and Gmail, plus thousands of partnering websites across the Internet. * By default, new ad campaigns are set up to show ads across the entire network to give your ads the most visibility. * If you see that you're not getting a good return on investment from an area of the network, you can exclude individual sites on the Display Network or change your ad campaign's network settings to opt in or out of each network.

Question 102

Maps the original string of characters to data of a fixed length.

Answer 102

Hashed data ## Footnote An algorithm generates the hashed data, which protects the security of the original text.

Question 103

A process that generates a value or values from a string of text using a mathematical formula.

Answer 103

Hashing ## Footnote The result is an encrypted value, that makes data secure.

Question 104

A type of ad that includes a graphic to promote your business.

Answer 104

Image ad An image ad consists of an image that you provide featuring information about your business, services, or products. When people click anywhere on your ad, they'll be taken to your website. * Image ads can appear on webpages and other places in the **Display Network**. * Your image ad can use a static image, animated image, or Flash format, and can be in a range of sizes. * To run an image ad, you create an image and upload the file to your Google Ads account, or use our free tool -- the **Ad gallery** -- to create an image from our templates.

Question 105

How often your ad is shown. Counted each time your ad is shown on a search result page or other site on the Google Network.

Answer 105

Impressions * Each time your ad appears on Google or the Google Network, it's counted as one impression. * In some cases, only a section of your ad may be shown. For example, in Google Maps, we may show only your business name and location or only your business name and the first line of your ad text. * You'll sometimes see the abbreviation "Impr" in your account showing the number of impressions for your ad.

Question 106

A way to change your ads, keywords, placements, bids, and other settings within the performance table.

Answer 106

In-line editing * In-line editing lets you make quick changes without going to a new page. * You can change daily budgets, ads, keywords, placements, and bids. If a cell is editable it will show a pencil icon. Click the cell to edit its value. * When you edit a keyword, placement, or ad, its performance stats are reset to zero. * When you edit keyword bids or keyword landing page URLs, their performance stats are preserved.

Question 107

The main user action associated with an ad format—clicks and swipes for text and Shopping ads, views for video ads, calls for call extensions, and so on.

Answer 107

Interactions

Question 108

Clicks on ads that Google considers to be illegitimate, such as unintentional clicks or clicks resulting from malicious software.

Answer 108

Invalid clicks * Here are just a few examples of what Google may consider to be invalid clicks: * Identify and fix invalid click issues * Issues with clicks and clickthrough rate * manual clicks intended to increase your advertising costs or to increase profits for website owners hosting your ads * clicks by automated clicking tools, robots, or other deceptive software * extraneous clicks that provide no value to the advertiser, such as the second click of a double-click * Each click on an ad is examined by our system, and Google has sophisticated systems to identify invalid clicks and impressions and remove them from your account data. * When Google determines that clicks are invalid, we try to automatically filter them from your reports and payments so that you're not charged for those clicks. If we find that invalid clicks have escaped automatic detection, you may be eligible to receive a credit for those clicks. These credits are called "invalid activity" adjustments.

Question 109

An optional way to exclude which products in your Google Merchant Center account can appear for **Product Shopping ads.**

Answer 109

Inventory filters ## Footnote By default, Google will match people's searches to relevant products from your entire Google Merchant Center product inventory. When you use filters to define an eligible product grouping, Google will only show products from your Google Merchant Center account that match the product groups you've defined. Filters are optional and set at the campaign level.

Question 110

A unique number that's assigned to every computer or other device that connects to the Internet.

Answer 110

IP address * Internet Protocol (IP) addresses are assigned to Internet devices by Internet Service Providers (ISPs). Sometimes, ISPs assign the same IP address to a large number of computers. As a result, multiple computers may have identical IP addresses. * IP addresses can often be used to identify the location from which a computer is connecting to the Internet. When you set location targeting for your ad campaign, IP addresses help Google Ads know which customers seem to be using a computer in your targeted region * You can use IP exclusion to help prevent your ad from showing to a particular IP address. * How IP addresses appear IP addresses can appear in the following forms: (image)

Question 111

Allow keywords to match to searches that are similar, but not identical to the targeted keyword, and help you connect with people who are looking for your business—despite slight variations in the way they search—reducing the need to build out exhaustive keyword lists to reach these customers.

Answer 111

Keyword close variants All keyword match types are all eligible to match to close variants. Close variants in all match types may include: * Misspellings * Singular or plural forms * Stemmings (for example, floor and flooring) * Abbreviations * Accents For exact match keywords, close variants may also include: * **Reordered words with the same meaning**: For example, [shoes mens] and [mens shoes]. * **Adding or removing function words**: Function words are prepositions (like in or to), conjunctions (like for or but), articles (like a or the), and other words that don’t impact the intent of a search. For example, [shoes for men] is a close variant of [men shoes] with the function word “for” removed. In the English, Spanish, German, Japanese, French, Italian, Portuguese, Russian, Hungarian, Turkish, Polish, Chinese (Traditional), Chinese (Simplified), Dutch, Arabic, Finnish, Hebrew, Greek, Swedish, Indonesian, Korean, Danish, Thai, and Vietnamese versions of Google Ads, exact match close variants may also include: * **Implied words**: For example, if your exact match keyword is [daydream vr headset], your ads may show on searches for “daydream headset” since “vr” is implied. * **Synonyms and paraphrases**: For example, if your exact match keyword is [bathing suits] ads may also show on searches for “swimming suits.” * **Same search intent:** For example, if your exact match keyword is [images royalty free] ads may also show on searches for “free copyright images.” In the English version of Google Ads, broad match modifier and phrase match close variants may also include: * **Reordered words with the same meaning**: For example, the phrase keyword “red shoes” may show on searches for “running shoes red.” * **Adding or removing function words**: Function words are prepositions (like “in” or “to”), conjunctions (like “and” or “but”), articles (like “a” or “the”), and other words that don’t impact the intent of a search. For example, the phrase match keyword “hats for winter” could match to searches for “winter hats on sale” with the function word “for” removed). * **Implied words**: For example, if your phrase match keyword is “daydream vr headset”, your ads may show on searches for “daydream headsets for sale” since “vr” is implied * **Synonyms and paraphrases**: For example, if your broad match modifier keyword is +bathing +suits, your ads may also show on searches for “red swimming suits.” * **Words with the same meaning**: For example, if your phrase match keyword is “images royalty free” ads may also show on searches for “free copyright images of baseball.”

Question 112

An advanced Google Ads feature that dynamically updates your ad text to include one of your keywords that matches a customer's search terms.

Answer 112

Keyword insertion * To use this feature in your ads, you insert a special piece of code into your ad text. For example, let's say you're running a campaign to advertise your candy store and you have an ad group that promotes your chocolate candy products. The snippet of code that you'll insert in your ad text might look like the following: {KeyWord:Chocolate}. Doing this means that when a keyword can't be inserted in your ad, we'll insert Chocolate instead. * Then, when a customer uses one of your keywords in their search, Google Ads automatically replaces the code with the keyword that triggered your ad. * This feature allows you to have one ad that appears differently to customers depending on their search terms, making your ads appear more relevant and useful. * Keyword insertion is an advanced Google Ads feature, so make sure you carefully follow the instructions.

Question 113

Settings for each keyword that help control how closely the keyword needs to match a person's search term in order to trigger your ad.

Answer 113

Keyword matching options ## Footnote Each keyword uses a matching option to help control which searches should trigger your ad to show. You can choose one or more matching options for a keyword. If you don't specify a particular matching option, keywords are considered as broad match.

Question 114

A tool that provides keyword ideas and traffic estimates to help you build a Search Network campaign.

Answer 114

Keyword Planner * Search for keyword and ad groups ideas based on terms that describe your product or service, your website, or a product category related to what you're advertising. You can also enter or upload a list of keywords. And you can multiply two or more lists of keywords to create a new list that combines your keywords. * Get historical statistics, like the number of times people have searched for a keyword or how competitive that keyword is. * You can also get traffic estimates, like how many clicks and impressions your keywords might get for given bid and budget amounts.

Question 115

A status for each keyword that describes whether it can trigger ads to run at the moment.

Answer 115

Keyword status For each keyword, you'll see information about its current state listed in the "Status" column on the Keywords page. If several statuses apply to a keyword, we'll show you the most relevant status first. Here are the keyword statuses that you might see: **Inherited statuses** The keyword is not triggering ads because it's contained in a campaign or ad group that is currently not active. * **Campaign paused** or **Ad group paused**: The keyword is in an ad group or campaign that isn't running because you previously paused it. * **Campaign removed** or **Ad group removed**: The keyword is in an ad group or campaign that isn't running because you previously removed it. * **Campaign pending**: The keyword is in a campaign that hasn't started running yet because its start date is in the future. * **Campaign ended**: The keyword is in a campaign that stopped running because it passed its end date. * **Campaign suspended**: The keyword is in a campaign that's temporarily paused because your prepaid account balance has run out. **Manual statuses** The keyword is not triggering ads because of a setting that you changed. * **Paused**: The keyword is not triggering ads because you previously paused it. * **Removed**: The keyword is not triggering ads because you previously removed it. **Approval statuses** The keyword is at a certain stage of the approval process when Google reviews keywords to make sure that they meet our advertising policies. * **Approved**: The keyword has been reviewed and is eligible to show its ads. * **Eligible**: The keyword is able to show its ads. * **Pending review:** The keyword is able to show its ads on Google Search, but not on other sites. The keyword won’t be able to show in these situations until it's been approved, which can take up to 1 business day. * **Under review** : The keyword is not triggering ads and will not show its ads until it's been approved, which can take up to 1 business day. * **Disapproved**: The keyword cannot trigger ads because it violates Google Ads policy. **System statuses** The keyword's performance is being affected by some other factor. * **Low search volume**: The keyword is temporarily suspended because it's associated with very little search traffic on Google, indicating that it's not very relevant to most customers' searches. * **Rarely shown due to low quality score**: The keyword's Quality Score is very low and is preventing your ad from showing very often. * **Below first page bid estimate**: The keyword is active and can trigger your ad to appear, However, its cost-per-click (CPC) bid is lower than the amount that's likely to place your ad on the first page of Google search results. * **Few page matches**: The keyword is temporarily suspended because it matches very few pages, indicating that the phrase isn't common in Display Network content.

Question 116

Words or phrases describing your product or service that you choose to help determine when and where your ad can appear.

Answer 116

Keywords * The keywords you choose are used to show your ads to people. Select high-quality, relevant keywords for your ad campaign to help you reach only the most interested people, who are more likely to become your customers. * When someone searches on Google, your ad could be eligible to appear based on the similarity of your keywords to the person's search terms, as well as your keyword match types. Keywords are also used to match your ad to sites in the Google Network that are related to your keywords and ads. * A great keyword list can help improve the performance of your ads and help you to avoid higher prices. Poor keywords can ultimately cause you to have higher prices and lower ad position. * You can add **match types** to your keywords to help control which searches your ad can be matched with.

Question 117

The webpage where people end up after they click your ad. The URL of this page is usually the same as your ad's final URL.

Answer 117

Landing page * For each ad, you specify a **final URL** to determine the landing page where people are taken when they click your ad. * Google's policy is that your landing page and **display URL** (the webpage shown in your ad) must share the same domain. * Your **landing page experience** is one of several factors that helps determine a keyword's Quality Score. The experience of a landing page is represented by such things as the usefulness and relevance of information provided on the page, ease of navigation for the user, and how many links are on the page.

Question 118

A measure that Google Ads uses to estimate how relevant and useful your website's landing page will be to people who click your ad.

Answer 118

Landing page experience Landing pages with higher ratings are usually well organized and have text that relates to a person's search terms. The landing page experience status describes whether your landing page is likely to provide a good experience to customers who click your ad and land on your website. You can use this status to help identify landing pages that might be hurting your chances of making conversions like sales or sign-ups. You should make sure your landing page is clear and useful to customers, and that is related to your keyword and what customers are searching for. All these factors can play a role in determining your landing page experience status. Your keywords can have one of three statuses: above average, average, or below average. * An "average" or "above average" status means that there are no major problems with this keyword's landing page experience when compared to all other keywords across Google Ads. * A "below average" status means that you might want to consider some changes to improve your website's landing page.

Question 119

A campaign status that's used when your average daily budget is lower than the recommended amount.

Answer 119

Limited by budget When this happens, ads aren't regularly showing as often as they could. * **Where you'll see it**: A campaign can have the status "limited by budget" appear in the status column of the campaigns table. This means that your budget is lower than the recommended average daily budget. * **Why it appears**: When your budget is below the recommended amount, it's possible that your budget can't accommodate all of the traffic available for your keywords and other campaign targeting settings. To make sure that your budget lasts throughout the day, Google Ads will reduce how often your ads appear. Ads in the campaign can still appear, but might not appear as often as they could. * **What it means**: A campaign that's limited by budget can still be successful and help you meet your business goals. But there might be opportunities to gain more exposure if you're able to increase your budget. * **What to do next**: Click "Limited by budget" in the campaigns table to review how much exposure your campaign might receive if you use a different budget. You can also consider lowering your bids in the limited campaign. Or you can lower your bid adjustment to try to fit more clicks or video views within your budget.

Question 120

Let you showcase your local products and leverage the wide reach of Display ads across over 3 million sites and apps.

Answer 120

Local catalog ads ## Footnote Using the local inventory ads feed, you can highlight your in-store product availability, pricing, and store information to drive foot traffic to your store. Local catalog ads serve the same purpose as your traditional print campaigns, with added audience reach and store visit measurement solutions.

Question 121

A setting that lets you choose your target locations to reach out to your customers.

Answer 121

Location targeting Learn how to target ads to geographic locations. * For each ad campaign, you can select locations where you want your ad to be shown. Location targeting then allows your ads to appear for people in those locations. * You can choose locations such as entire countries, areas within a country like cities or territories, and even a radius around a location, or your Google My Business locations, for your ads to show. Google Ads may also suggest related locations that you can choose to target based on your current settings. * Location targeting helps you focus your advertising on the areas where you'll find the right customers, and will hopefully help you increase your profits as a result. We suggest that you choose regions where your business can serve your ideal customers. * Keep in mind that you can also select locations to exclude in your campaigns if you don't want your ads to show in specific regions.

Question 122

Charts or statistics showing a "low data" or "limited data" warning may not be a complete reflection of your long term performance.

Answer 122

Low data * Google Ads can only show results or insights based on the data in the date range you've selected. Charts or reports showing the "low data" icon could be less informative than they will be when your ads have accumulated more impressions, clicks, conversions or other stats. * Keep in mind, if your ads have been running for a short period of time, your performance results could easily shift the next time someone interacts with one of your ads or converts on your website. * It's best to look at data over a longer date range before taking action on charts or graphs that are based on a limited number of information. With more information, you'll see a more accurate picture of how your ads and targeting are performing.

Question 123

A status that's given to a keyword with very little to no search history on Google.

Answer 123

Low search volume **_[!]_** Important: The keyword will be inactive until its search traffic increases, when the keyword can start triggering your ads to appear. * Keywords marked as "Low search volume" are associated with very little search traffic on Google, an indication that they're not very relevant to most customers' searches. For this reason, Google temporarily makes these keywords inactive so that they don't trigger your ads. * If the number of search queries for these keywords increases even a small amount, they'll be reactivated and will start triggering your ads to show again. Our system checks and updates this status regularly. * For example, the keyword might be considered too specific or obscure, or it was misspelled significantly. Keeping these keywords out of the ad auction helps Google Ads serve ads more efficiently and reduces the volume of keywords on our system. Before our system stops a keyword from joining the auction, it evaluates the number of searches on a given keyword worldwide over the past twelve months. * Low search volume status is unrelated to quality score, bid, or creatives, so editing these will not change the status. * There’s no negative impact of having keywords with low search volume status in your account, however you may want to remove them if you are hitting account limits. * You may see ads when searching for a keyword with low search volume status. For example, if your keyword is “red and blue bicycles for sale”, you could still see ads when you search for this on Google. This is because more general keywords, such as “blue bicycles” could trigger an ad for that search. * When you have a keyword with low search volume, you have a few options: * You can choose to do nothing and wait for us to automatically check again in a week. If more people start searching for your keyword, we'll reactivate it. This option can be particularly helpful if you're advertising a new brand, term, or product. * Remove the keyword and use the Keyword Planner to find additional keyword ideas. * Change the keyword match type to something broader. For example, if the keyword is exact match, you could change it to broad match. * Update the keyword to something less specific. For example, you could update the keyword “gardenia flower delivery in spring NYC” to “gardenia delivery NYC”.

Question 124

A targeting method you can use to specifically choose websites, videos, and apps that are part of the Google Display Network where you'd like to show your ads.

Answer 124

Managed placements Unlike other targeting methods, like keywords or topics where your ads are placed on sites automatically for you (reported in your account as **automatic placements**), you select managed placements yourself. * Managed placements are an optional feature that can help you have more control over which webpages, videos, and apps in the **Display Network** can show your ads. If you know of a website where your customers spend time, you can often add it as a managed placement. * You can use managed placements if you use “Display Network only" or "Search Network with Display Select” campaign types. * You can use managed placements to assign a unique bid to a specific webpage. If your ad performs well when it shows on a certain webpage, you could add it as a managed placement and set a higher bid. By adding the placement using the “Bid only” setting, you can make your bid more competitive just for that particular placement, and still show on other placements based on additional targeting methods, such as keywords and topics. * As a result of using both managed placements and additional targeting methods, you might see both automatic placements (websites, videos, and apps automatically chosen to match your other targeting methods) and managed placements on your **Placements** tab.

Question 125

A bidding method that lets you set your own maximum cost-per-click (CPC) for your ads.

Answer 125

Manual CPC bidding This differs from automated bid strategies, which set bid amounts for you. * Manual CPC bidding gives you control to set the maximum amount that you could pay for each click on your ads. * You start by setting a **maximum cost-per-click** (CPC) bid for your entire ad group (called your default bid), but you can also set separate bids for individual keywords or placements. For example, if you've found that certain keywords are more profitable, you can use manual bidding to allocate more of your advertising budget to those keywords. * If you're not sure which keywords or placements are most profitable, or if you don't have time to devote to managing manual bids, consider a **Maximize Clicks** bid strategy instead. Maximize Clicks is an automated bid strategy that automatically sets your bids to help get as many clicks as possible within your budget.

Question 126

A payment setting in which you pay for your advertising costs before your ads run.

Answer 126

Manual payments Then, as your ads run, your costs are deducted from the payment you've made. * We can notify you by email when your account balance starts to get low, and you can make another payment whenever you'd like. * The forms of payment you can use to make a manual payment will depend on your currency and the location of your business address. * If you'd rather be charged automatically after your ads run, you can use the **automatic payments** setting. **_[!]_** The manual payments setting isn't available for new accounts in the countries listed. If you can't see this option when signing up, proceed with automatic payments to finish creating your account. Your account can't be switched to manual payments in these countries.

Question 127

An automated bid strategy that automatically sets your bids to help get as many clicks as possible within your budget.

Answer 127

Maximize clicks * Maximize Clicks is the simplest way to bid for clicks—you set a budget, and Google Ads does the rest. You don't need to choose specific bid amounts for your ad groups, keywords, or placements. * With Maximize Clicks, you set an average daily budget and the Google Ads system automatically sets your maximum cost-per-click (CPC) bids on your behalf, with the goal of getting you the most clicks possible within that budget. * For more control, you can also set bid limits to prevent your bids from being set over that amount. While setting a bid limit offers tighter control, it might restrict your ad position and the number of clicks that your ad receives. * If at any time you don't like the bid suggestions, you can easily switch to using **Manual CPC bidding**, which gives you full control to set the bid amounts yourself. * Maximize Clicks isn't available with the following: * Display Network campaigns with the marketing objectives "Engage with content," or App campaigns. * Bid adjustments based on day and time * Maximize Clicks was previously referred to as “Automatic bidding”

Question 128

A bid that you set to determine the highest amount that you're willing to pay for a click on your ad.

Answer 128

Maximum CPC bid * If someone clicks your ad, that click won't cost you more than the maximum cost-per-click bid (or "max. CPC") that you set. For example, if you set a $2 max. CPC bid, you'll never pay more than $2 for each click on your ad. The actual amount that you pay is called the _actual CPC_ and is shown in your account's "Avg. CPC" column. * A higher bid generally helps your ad show in a higher ad position on the page. * You'll choose between **manual bidding** (you choose your bid amounts) and **automatic bidding** (you set a target average daily budget and the Google Ads system automatically adjusts your max. CPC bids on your behalf, with the goal of getting you the most clicks possible within that budget). With manual bidding, you'll set one maximum CPC bid for an entire ad group, but can also set different bids for individual keywords. **When your Max. CPC may be exceeded:** If you use the following features, your actual bid may be higher than the Max. CPC bid you have set: * Enhanced CPC * Search Partners * Bid adjustments

Question 129

A type of ad that can appear on webpages and apps that are viewed on a mobile device like a cell phone or tablet.

Answer 129

Mobile ad For Google Ads, "mobile" is defined as where the ad can appear on "mobile" devices. These include high-end mobile devices with smaller screens, such as smartphones. * There are several types of mobile ads, including call-only ads, app promotion ads, and more. * These are shown only on mobile devices. You create these ads specifically for tablets or mobile phones. * Ads can appear on mobile search results, on mobile-optimized websites, on YouTube, or even within other mobile apps. * Based on your campaign type these ads can be in text, image, video, call-only or app/digital content formats.

Question 130

A Mobile Device ID is a unique customer identifier used to distinguish a mobile device.

Answer 130

Mobile Device ID ## Footnote It could be an IDFA (Identifier for Advertisers) or an Android Ad Id.

Question 131

A payment setting in which Google provides you a line of credit for your advertising costs, and you pay for those costs -- according to terms and conditions that you've agreed to -- using a check, bank transfer, or other payment method depending on your location.

Answer 131

Monthly invoicing * You might be eligible to use monthly invoicing if your business has been registered as a business for at least one year and you spend a minimum of $5,000 a month (this can vary by country). * This setting is typically used by large advertisers and businesses. * Contact your customer service representative to apply.

Question 132

Helps you manage more than one account at the same time, which saves time, and makes it easier to compare them.

Answer 132

Multiple sign-in ## Footnote You can sign in and switch between multiple Google Accounts at the same time, in the same browser. For example, you can have both your Google Ads accounts and your personal Gmail open at the same time. You can also use one Google Account to manage up to 5 different Google Ads accounts.

Question 133

These ads ake on the format or tone of the website they show on, with the goal of a seamless user experience.

Answer 133

Native ads ## Footnote Responsive ads may show in image or text formats. They automatically take on qualities of the publisher's website, without any additional work on the advertiser's part.

Question 134

A keyword setting that allows you to exclude your ad for searches where every word, in any order, of your keyword phrase appears in the search.

Answer 134

Negative broad match ## Footnote Your ad may still show for situations where some of the keywords appear.

Question 135

A keyword setting that allows you to exclude your ad for searches of the exact keyword phrase—without extra words.

Answer 135

Negative exact match ## Footnote Your ad may still show for searches that include the keyword phrase with additional words.

Question 136

A type of keyword that prevents your ad from being triggered by a certain word or phrase.

Answer 136

Negative keyword ## Footnote Your ads aren’t shown to anyone who is searching for that phrase. This is also known as a **negative match**. For example, when you add "free" as a negative keyword to your campaign or ad group, you tell Google Ads not to show your ad for any search containing the term "free." On the Display Network, your ad is less likely to appear on a site when your negative keywords match the site's content.

Question 137

A keyword setting that allows you to exclude your ad for searches that include the exact keyword phrase.

Answer 137

Negative phrase match ## Footnote Searches may include additional words, and the ad won’t show as long as the keywords are included in the search in the same order.

Question 138

The number of people within your campaign's defined target audience that you’re expected to reach.

Answer 138

On-target reach * On-target reach is based on age, gender, and geographic location of your target audience. * On-target reach is the absolute number of people in your target audience that is being reached by a campaign, while on-target percentage reach is the percentage of a census-based demographic audience that is being reached by your campaign. You can calculate the on-target percentage reach by dividing the on-target demographic reach by the on-target demographic population. **Example** Let’s say your ad reached a total of 5 million people in Texas out of an estimated 30 million people who live in Texas. Your on-target percentage reach would be 16.7%.

Question 139

A free listing in Google Search that appears because it's relevant to someone's search terms.

Answer 139

Organic search result * Non-organic search results are paid advertisements. * The ads above organic results contain an “Ad” box. * The ads to the right of organic results have an “Ads” box above them. * Analyzing organic search results can often help to identify new keywords for your Google Ads campaigns.

Question 140

These ads expand your ad reach across the web while giving users the ability to choose how they interact with the ad.

Answer 140

Outstream video ad format Outstream ads: * **Increase brand awareness**. In-page, or “native” placement helps get more eyes on these ads, and more users considering your brand. * **Mobile-only**. Designed for mobile and tablet behavior, so users can easily tap to unmute, scroll past, or click through. * **Great value**. You’re charged for outstream ads based on viewable cost-per-thousand-impressions (vCPM), so you’ll only be charged when someone sees your video play for two seconds or more. * **Easy to manage**. Create your campaign, enter targeting, select your video, add a logo with two lines of text, and you’re ready to go. You can create outstream ads in Google Ads using the “Video” campaign type. **How you're charged** With outstream ads, you pay per one thousand viewable impressions of your video ad (vCPM). An ad counts as “viewable” when 50% of the ad screen space is visible for two seconds or more.

Question 141

The normal event of accruing more costs in one day than the amount of your average daily budget.

Answer 141

Overdelivery However, Google Ads prevents your campaign from overspending for the month as a whole. * Overdelivery can help make up for days when traffic is slow and your ads don't get as much exposure. Here's how: to make sure that you don't miss showing your ads on a popular day, Google might use more of your budget on some days and less on other days. When this happens, your total daily cost could be up to 2 times your average daily budget for Search campaigns and up to 4 times your daily budget for Smart campaigns (when you aren't paying for conversions). If you are paying for conversions, your daily cost could exceed your overdelivery threshold. * However, our system makes sure that after an entire month of service, you're never charged more than your **monthly charging limit** -- the average number of days in a month (30.4) multiplied by your average daily budget. * If Google overdelivers your ads too much, and you accrue more costs in a complete monthly billing period than your budget allows, a credit might be applied automatically to your account. * Note that for campaigns that are paused in the middle of the month or that otherwise don't run for the full month, you may see discrepancies between your average daily budgets and your total charges. Anything above your overdelivery threshold will be reimbursed as an overdelivery credit, but you'll still get the value from the additional served impressions.

Question 142

A credit applied to your account if we've shown your ad so much that you exceed your monthly charging limit.

Answer 142

Overdelivery credit Google doesn't charge you for these clicks and can automatically issue a credit on your invoice. How it works: * **Overdelivery** is when Google Ads shows your ad more than what your budget would normally allow. And this can help make up for those days when your ad doesn't show very much. * When overdelivery happens, your total daily cost could be up to 2 times your average daily budget. But in a complete *monthly* billing period, you'll never be charged more than your **monthly charging limit** -- the average number of days in a month (30.4) multiplied by your average daily budget. * If Google overdelivers your ads too often, and you accrue more costs in a complete monthly billing period than your budget allows, an overdelivery credit is automatically applied to your account.

Question 143

The U.S. time zone for Google headquarters in Mountain View, California.

Answer 143

Pacific Time (PST or PDT) Your account will use this time zone if you didn't select one while setting up your account. * When you create a Google Ads account, you choose a time zone that we'll use for your reports, statistics, and billing. If you didn't select a local time zone, your account will default to Pacific time, so your reports and average daily budget cycles will be based on that time zone. * The dates and times listed in your account can refer to Pacific Standard TIme (PST) or Pacific Daylight Time (PDT), depending on the time of year. PST and PDT are one hour apart. * If you chose the wrong time zone by mistake, you can't change it in your account. Instead, please contact us.

Question 144

Type of tracking that helps load your landing page more quickly which can reduce lost visits.

Answer 144

Parallel tracking * Parallel tracking is mandatory for Search, Shopping, and Display campaigns. For Video campaigns, parallel tracking is optional, but will become mandatory starting June 15, 2020. Parallel tracking isn’t available for Hotel campaigns. * Parallel tracking helps load your landing page more quickly which can reduce lost visits. That can lead to increased conversions, and improved ad performance. Parallel tracking sends customers directly from your ad to your final URL while click measurement happens in the background (without sending them to the tracking URLs first). [!] Important Check with your click measurement provider to make sure their system is compatible with parallel tracking. Compatibility may vary based on the particular features you have enabled. If there is an incompatibility, your click measurement could stop working. If you're a click measurement solutions provider, you can find more information in our partners guide. With parallel tracking, customers are delivered directly to your landing page while click measurement happens in the background. Here’s what parallel tracking looks like: 1. Customer clicks your ad. 2. Customer sees your landing page. At the same time, in the background: 1. Google Ads click tracker loads. 2. Tracking URL loads. 3. If you use more than one click tracker, additional redirects may load. Without parallel tracking, customers go through one or more redirects after clicking your ad before they reach your landing page. This means it takes longer for customers to reach your landing page. Here’s what tracking looks like **without** parallel tracking: 1. Customer clicks your ad. 2. Google Ads click tracker loads. 3. Tracking URL loads. 4. Possible additional tracking URL loads. 5. Customer sees your landing page.

Question 145

A web address that was purchased but not thoroughly developed.

Answer 145

Parked domain site This webpage typically has little or no content because the page is, for example, in development or waiting for a new owner. * Google Ads policy does not allow ads to link to parked domain sites that display only advertising listings and links, and that don't provide the user with unique and valuable content on the landing page domain. * Parked domain sites are part of the Google Network, so they can show ads that are relevant to the URL or any content that may be on the page. Depending on the design of the site, the parked domain site can be classified as either a **Search Network** site or a **Display Network** site, and will show your ads depending on which of these networks you've opted in to. * Parked domain sites can be used for a variety of reasons: to reserve a web address for the future, provide some content on a page that would otherwise be blank because its registration expired, or other similar reasons. * You can use our site- and category-exclusion tools to prevent ads from showing where they don't meet your advertising needs.

Question 146

These fields are part of the display URL in expanded text ads, which is typically displayed in green text below the headline and above the description.

Answer 146

Path * The fields give potential customers an idea of where they will end up on your site once they have clicked your ad, so the text you put in the fields should describe the product or service described in the ad in more detail. Paths are not guaranteed to show. The field is optional, and each path can have up to 15 characters. * Google Ads uses the domain from your final URL combined with your path text, if any is entered, to create the display URL. * Your path text doesn’t have to match the exact text of your final URL, but it should help the user understand what to expect from your landing page.

Question 147

What you use to pay for your costs, such as a credit card or bank transfer.

Answer 147

Payment method * The payment methods available to you will depend on your currency and your country. You'll see what payment methods are available to you when you sign up for Google Ads. * All accounts have a primary payment method, but you can add more forms if you'd like. You can also add a backup credit card, which will keep your ads running in case there's ever a problem processing your primary payment method.

Question 148

Stores information about the individual or organization that is legally responsible for costs generated by a Google Ads account.

Answer 148

Payments profile * The payments profile (formerly “billing customer”) * It contains contact information, payment methods and settings, and a unique numeric ID which appears on account invoices and other documents. * One payments profile may be used with multiple Google Ads accounts and with other Google products.

Question 149

An ad campaign whose start date is in the future and hasn't started running ads yet.

Answer 149

Pending campaign * You can choose a start date for each ad campaign if you want it to start running on a specific day. When a campaign reaches its start date, the ads within the campaign are able to start running. * When a campaign reaches its start date, the ads within the campaign are able to start running at 12:00 AM on that date. * You can change a campaign's start date at any time before it's reached.

Question 150

Forecasts campaign or campaign group performance so you know whether you’re on track to meet specific measurable goals.

Answer 150

Performance target If it looks like you're not on track, you can consider adjusting your campaign settings to improve performance. * Performance targets are available for **campaign group**s and single campaigns. * A performance target is measured by specific targets related to metrics like clicks or conversions for a campaign or **campaign group**. * Only one active performance target can be applied to a campaign or campaign group at a time. * You can set a performance target when creating your campaign or campaign group. For an existing campaign, you can access them through the performance targets overview card. For an existing campaign group, you can set it in the "Performance targets" tab.

Question 151

A keyword setting that allows your ad to show only when someone's search includes the exact phrase of your keyword, or close variations of the exact phrase of your keyword, with additional words before or after.

Answer 151

Phrase match The phrase match keyword "bicycle bell" can cause your ad to show if someone searches for "bicycle bell," "buy bells for bicycles" and "bicycle bell reviews." * Phrase match lets a keyword trigger your ad to show only when someone searches for your exact keyword phrase, or close variations of your exact keyword phrase, with potentially other words before or after that phrase. Close variations include misspellings, singular and plural forms, acronyms, stemmings (such as *floor* and *flooring*), abbreviations, accents, implied terms, synonyms and paraphrases, and variants of your keyword terms that have the same meaning. Word order is important with phrase match, meaning that your ad won’t appear if someone enters an additional unrelated word in the middle of your keyword. Words in the phrase keyword can be reordered as long as the meaning of the phrase is maintained. * For example, when you add "adopt a kitten" as a phrase match keyword, you tell Google Ads to try to show your ad only when someone's search includes "adopt a kitten" or close variations of "adopt a kitten" such as "where to adopt kitens in Nashville,” “how to adopt a baby cat,” or “local kitten adoption events.” * Phrase match is one of the four **keyword matching options** that help control how closely the keyword needs to match a person's search term in order for your ad to appear. You can choose one or more matching options for a keyword, and broad match will be used by default if you don't specify a particular matching option.

Question 152

Locations on the Display Network where your ad can appear.

Answer 152

Placements Examples include relevant websites and apps that partner with Google to show ads. * A Display Network placement can refer to several things, such as an entire website, a subset of a website (such as specific pages from that site), an individual ad unit positioned on a single page, a video, a mobile phone app, and more. * You can choose specific locations by adding managed placements. You can also let Google choose relevant automatic placements for you based on your keywords or other targeting methods.

Question 153

How often your ad's video was played compared to how often the ad was shown.

Answer 153

Play rate * Play rate is a ratio that calculates the number of plays your video ad receives divided by its impressions (the number of times your video ad is shown). * Use play rate to gauge user engagement with your opening image (for Click-to-Play video ads) or your selected video thumbnail (for YouTube-specific video ad formats). * If your ad has a low play rate, try creating a more engaging opening image or video thumbnail with a clear and attractive call-to-action.

Question 154

The total number of people in your target demographics and location.

Answer 154

Population For media plans in Reach Planner, population data is based on: * **Census population**: The total number of people in your target demographics and location based on census data. * **Digital population**: The total number of people in your target demographics and location who reported using the internet in the last 30 days. * **TV population**: The total number of people in your target demographics and location who reported watching TV in the last 30 days. * **YouTube population**: The total number of people in your target audience that can be reached by ads on YouTube during an average 28 day period. In Reach Planner, changing the population updates: * The reach percentage * The population size * The “Target Rating Point” (TRP) and “Cost per (target rating) point” (CPP) metrics Population size doesn’t affect the number of people your media plan can reach.

Question 155

An automated, goal-driven bid strategy that groups together multiple campaigns, ad groups, and keywords.

Answer 155

Portfolio bid strategy * Portfolio bid strategies automatically set bids to help you reach your performance goals. They include the following Smart bidding strategies: Target CPA, Target ROAS, Maximize conversions, Maximize conversion value, Maximize clicks, and Target impression share. * Once you create a portfolio strategy, it will be stored in your Shared library. This is the central location for managing your portfolio bid strategies and tracking their performance. * Portfolio bid strategies were previously referred to as “flexible bid strategies.”

Question 156

The details about your products that you submit to Google Merchant Center.

Answer 156

Product data Your product data is used to show dynamic ads and Shopping ads when you run a Google Ads campaign. * To send us your product data, you need to set up a feed for your product information in a Google Merchant Center account. Then link your Merchant Center account to Google Ads. * Inside your product data, you'll set attributes, such as "condition" and "availability," to describe what the product is and the details of how you're selling it. To help people on the web find your items more easily, it's important to accurately describe your items using the available attributes. * Along with the standard policies for ads, there are a number of Shopping ads policies regarding how to use each attribute and how often to update your product data. Be sure to carefully review the policies and make sure that you understand the requirements.

Question 157

A way to organize your Google Merchant Center product inventory in a Shopping campaign within Google Ads.

Answer 157

Product group You create product groups using attributes derived from your product data, available within Google Ads. Then you bid on these product groups. * **Instead of keywords:** Shopping campaigns use product groups to determine when items from your Merchant Center account appear on a search results page in a Shopping ad. * **Starting out**: When you create a new Shopping campaign, a product group for “All products” is created by default using the default maximum cost-per-click bid (max. CPC) you set during ad group creation. * **Subdividing product groups**: You can run your Shopping campaign using just the “All products” product group, or subdivide it into as many product groups as you want using product attributes like category, product type, brand, condition, item ID, and custom labels. You can also remove product groups as needed. * **Bidding**: Set and revise bids for each product group as often as you need, or exclude a product group from your campaign. * **Products and filtering**: Each product can appear in only one biddable product group per ad group. You can also exclude a product from appearing in a product group entirely by using inventory filters.

Question 158

A type of ad with information about a product such as an image, title, price, and link to your store.

Answer 158

Product Shopping ad The product information is submitted through a linked Google Merchant Center account. * You can create these ads with Shopping campaigns, and the ads can appear on Google Shopping, Google Search, Google Images, and Google Search Partners.

Question 159

An estimation of your ad’s visibility on the search results page.

Answer 159

Prominence Things that affect prominence include: * **Ad position**: Ads in higher positions have more prominence, because people are more likely to see the ad. Generally, an ad gets more clicks as it moves to a higher ad position. * **Ad formats**: Ads with ad formats have more prominence than ads without ad formats, because formats generally draw more attention to an ad and increases clicks on an ad. Prominence is primarily measured by the average change in clickthrough rates (CTR) from adding ad formats or moving to a higher position. The unique value of other interactions, such as a call from a click-to-call ad, can also contribute to prominence.

Question 160

An estimate of the quality of your ads, keywords, and landing pages. Can lead to lower prices and better ad positions.

Answer 160

Quality Score * You can see your **Quality Score** by adding the Quality Score column to a report. * The Quality Score is reported on a 1-10 scale and includes expected clickthrough rate, ad relevance, and landing page experience. * The more relevant your ads and landing pages are to the user, the more likely it is that you'll see higher Quality Scores. * Quality Score is an aggregated estimate of your overall performance in ad auctions, and is **not used at auction time to determine Ad Rank.**

Question 161

An estimated amount for your average daily budget that would likely allow your ads to appear more often for your current set of keywords.

Answer 161

Recommended average daily budget * Your recommended average daily budget is the estimated lowest budget amount at which you wouldn’t lose any impressions due to budget constraints. For example, your recent lost impression share (IS) due to budget would be zero. In some circumstances where this budget amount would be significantly high, we might recommend a more conservative budget to avoid an unexpectedly high increase in spend. * If you choose an average daily budget that's lower than the recommended amount, your ads can still show, but they won't show for every search. Instead, we'll spread the delivery of your ad throughout the day so that you don't exceed your budget by more than 2 times. Learn Why costs might exceed your average daily budget. * If your budget is limiting your campaign's traffic, you'll be able to see recommended budget amounts.

Question 162

The address of the webpage where a person clicked a link that sent them to your page.

Answer 162

Referrer URL * The referrer is the webpage that sends visitors to your site using a link. In other words, it’s the webpage that a person was on right before they landed on your page. * Referrer URLs are logged by many web analytics programs including Google Analytics. You can monitor these URLs to get insight into where your web traffic is coming from.

Question 163

How closely the elements of your ad campaign match what a person seems to be looking for.

Answer 163

Relevance * Your ads and keywords should directly relate to the content on your website, especially the ad's landing page. When people see your ad, they should be able to understand what kind of product, service, or other content they'll find on your site. * To encourage you to create relevant ad campaigns that accurately represent your products or services, the Google Ads pricing system is partly based on relevance. A highly relevant ad, keyword list, and landing page is generally rewarded with a higher position on the page for potentially less money. * Relevance is part of your **Quality Score**, a formula that Google uses to measure how useful your ad, keyword, and website are to a customer. Relevant ads tend to get higher Quality Scores.

Question 164

A feature that lets you customize your display ads campaign for people who have previously visited your site, and tailor your ads (using dynamic remarketing) to these visitors when they browse the web and use apps.

Answer 164

Remarketing ## Footnote Use this feature in your **Display Network** campaigns.

Question 165

These ads automatically adjust their size, appearance, and format to fit available ad spaces.

Answer 165

Responsive ads So a single responsive ad may appear as a small text ad in one place and a large image ad in another. * To create their ads, advertisers enter their **assets** (for example, headlines, descriptions, images, and logos). Then Google Ads automatically creates the ads people see. * Responsive ads fit just about any ad space across the Display Network, and can take on **native** formatting to match the tone and feel of the websites they show on.

Question 166

How much profit you've made from your ads compared to how much you've spent on those ads.

Answer 166

Return on investment (ROI) * To calculate ROI, take the revenue that resulted from your ads, subtract your overall costs, then divide by your overall costs: ROI = (Revenue - Cost of goods sold) / Cost of goods sold. * To help measure your Google Ads ROI, you'll need to track conversions, actions that you want your customers to take on your website after clicking your ad such as a purchase, sign-up, or download. Try **conversion tracking** or **Google Analytics**, free tools to help you track conversions in your account. * ROI is typically the most important measurement for advertisers because it shows the real effect that Google Ads has on your business. While it's helpful to know the number of clicks and impressions you get, it's even better to know how your ads are contributing to the success of your business.

Question 167

A group of search-related websites where your ads can appear.

Answer 167

Search Network * When you advertise on the Search Network, your ad can show next to search results, on other Google sites like Maps, Shopping, Google Images, and on the websites of Google **search partners**. The Search Network is part of the **Google Network**, our name for all the webpages and apps where ads can appear.

Question 168

Sites in the **Search Network** that partner with Google to show ads.

Answer 168

Search partners * Search partners extend the reach of Google Search ads to hundreds of non-Google websites, as well as YouTube and other Google sites. * On search partners sites, your ads can appear on search results pages, on site directory pages, or on other pages related to a person's search.

Question 169

A list of search terms that people have used before seeing your ad and clicking it.

Answer 169

Search terms report Use this report to refine your keywords so that only the right searches cause your ad to show. * This report shows every search query that resulted in your ad being shown and clicked. * Depending on your **keyword matching options**, the search terms listed can be different than your keyword list. Use the report to find successful phrases that you can add to your keyword list. If your ad was triggered by less relevant searches, add those phrases as **negative keywords**.

Question 170

A category (like ad type or day of the week) that you can add to your campaign's tables and charts in order to organize your performance data around that criteria.

Answer 170

Segment * You can add the segments "Device" and "Day of the week" to understand the days when your customers are more likely to see your ad on their mobile devices. * Use time segments (such as hour of the day or specific months) to isolate changes in your performance. For example, if you segment your data according to the day of the week and find that your ad performance is dramatically different on Saturdays, you can modify your bids to account for the change in user behavior. * The segmentation options that are available depend on whether you're viewing your keyword, ad, ad group, or campaign tables. **Note** * Columns may not show a value when you apply an incompatible segment. For example, conversion-based segments like “Conversion action” and “Conversion lag” work only with conversion-related columns like Conversions, All conv., and Conversion value. Hence, other columns like Clicks, Impr., and Cost will show a blank value “--” when a conversion-based segment is applied.

Question 171

Algorithm used for cryptographic security.

Answer 171

SHA256 Algorithm (Secure Hash Algorithm 256-bit) ## Footnote Cryptographic hash algorithms produce irreversible and unique hashes. The larger the number of possible hashes, the smaller the chance that two values will create the same hash.

Question 172

A type of ad that features detailed information about specific products that you sell.

Answer 172

Shopping ad * Shopping ads can refer to Product Shopping ads, which feature just one product, or Showcase Shopping ads, which feature several related products. * You may create Showcase Shopping ads using **Google Ads and the Google Ads API (AdWords API)**. If you want to advertise individual products, check out **Product Shopping ads**. * To create Shopping ads, you'll set up your product information in **Google Merchant Center** and create Shopping campaigns in Google Ads. Showcase Shopping ads are available in these countries: (image)

Question 173

Descriptions of the length of online videos.

Answer 173

Shortform and longform videos * Shortform videos are under 10 minutes and longform videos are over 10 minutes. * Some ad formats are more effective depending on the length of video where they appear. Depending on the ad format you choose, your ad may appear in either short- or longform videos, or both. * If your ad is a video itself, you'll be able to review metrics to see how your video performs at different points in time after the viewer begins to play your video.

Question 174

A type of Shopping ad with information about several related products.

Answer 174

Showcase Shopping ad * These ads are more likely to show when people search for more general terms rather than for a specific product. So you might use these to advertise a specific brand or to introduce your business with a special selection of products. * You can create these ads with Shopping campaigns, and the ads can appear on Google Shopping, Google Search, and Google Search Partners. * You may create Showcase Shopping ads using Google Ads and the **Google Ads API (AdWords API)**. If you want to advertise individual products, check out **Product Shopping ads**. Showcase Shopping ads are available in these countries:

Question 175

A subset of automated bid strategies that optimize for conversions or conversion value.

Answer 175

Smart Bidding * Smart Bidding uses machine learning to optimize your bids to maximize conversions and conversion value across your campaign or bidding portfolio. **Target CPA**, **Target ROAS**, **Max Conversions**, and **Enhanced CPC** are all Smart Bidding strategies. In addition to machine learning capabilities, Smart Bidding has 3 other key benefits: * A wide range of signals to tailor bids to someone’s unique context. These include device, location, time of day, remarketing lists, browser, language, and more. Learn more **about bidding signals**. * Flexible controls that allow you to set performance targets to steer bidding performance and optimize search bids to your chosen **attribution model**. * Transparent reporting and status updates to help you **test how well Smart Bidding works for you** and understand what’s going on under the hood of your bid strategies.

Question 176

A customizable chart in your Google Ads account that displays detailed performance data.

Answer 176

Statistics table * Use the table to view statistics such as clicks, impressions, and clickthrough rates. * Add or remove columns, segments, and filters to view only the data that matters most to you. * Download your data from the statistics table as a report, schedule recurring reports, have them emailed to you, and export them in a range of formats.

Question 177

The subset of a larger domain used to organize an existing website into a different page URL.

Answer 177

Subdomain * Subdomains are usually found at the beginning of a URL. For example, “support.google.com” is a subdomain of “google.com.”

Question 178

A way to bid where you set how much on average you’re willing to pay every thousand times your ad is shown.

Answer 178

Target cost-per-thousand impressions (tCPM) * We'll optimize your bids to help get as many impressions as possible using your target CPM (tCPM). Some impressions may cost more or less than your tCPM, but altogether Google Ads will try to keep your campaign's average CPM equal to or lower than the tCPM you set. * Target cost-per-thousand impressions is available for video campaigns in Google Ads. For video ad sequence campaigns, tCPM optimizes for completions instead of impressions, but works the same as other video campaign types.

Question 179

An automated bid strategy that sets bids to help get as many conversions as possible at the target cost-per-action (CPA) you set.

Answer 179

Target CPA bidding * If your main advertising goal is getting conversions (like sales, signups, or mobile app downloads), then Target CPA bidding can help automatically get more conversions for your budget. It can also help you get more sales while paying less for the clicks that lead to those purchases. * Target CPA bidding uses your conversion tracking data to avoid unprofitable clicks and get more conversions at a lower cost. Based on your campaign's history of conversions, Target CPA bidding automatically finds the optimal cost-per-click (CPC) bid for your ad each time it's eligible to appear. It sets higher CPC bids for more valuable clicks and lower CPC bids for less valuable clicks. * Target CPA bidding requires you to set a **target CPA** (the average amount you'd like to pay for a conversion). **The Target CPA simulator** can help you estimate how changing your target CPA might affect your conversion volume. * A similar feature is **Enhanced CPC** (ECPC) which can also help you get more sales or other conversions. The main difference is that ECPC makes adjustments to max CPC bids that you manually set, while Target CPA automatically generates bids to try and meet your target CPA. * Engagements for TrueView for action ads are defined as clicks on the ad or 10 seconds of viewing time. If both happen, only the click is counted. Viewing at least 10 seconds of a video ad counts as leading to a website conversion if the conversion happens within 3 days of the engagement. For users who click on your ad, conversions will still be attributed over your current conversion window.

Question 180

Targeting methods determine where your ads can show and who can see them.

Answer 180

Targeting method * You can use more than one targeting method in an ad group, such as keywords and managed placements. * On the Display Network, for each individual ad group, you can choose whether you want to add a targeting method to show your ads and set bids on, or to set bids only. For example, if you add placements to an ad group, you can choose one of these two options: * Show ads only on these placements (default): Your ads will be targeted based on the method that you selected, and will only show if one of the placements you've added is matched. * Show ads on all eligible placements: Show ads based on your other targeting methods, but set bids on this method to increase your chances of showing there.

Question 181

A form of marketing communication that advertisers can use to promote their product or service on the **Google Network**

Answer 181

Text ad Where text ads appear * These ads can appear on Google results pages and across the Google Network, which includes the Search Network, search partners, and the Display Network. Text ads might look different on the **Display Network**, or on mobile. * Keep in mind that text ads often appear with language that labels them as advertisements so that viewers understand that the links are paid promotions.

Question 182

A text ad that is shown with video content on Display Network sites.

Answer 182

Text overlay ad * Your regular text ad will be considered a text overlay ad when you target it to show with online videos on the **Display Network**. This will happen automatically if you enable your campaign to appear across the network without changing your network settings. You can also use **Display Planner** to get video placement ideas within videos or on video sites. * These ads will generally appear within a video player or within the bottom 20% of a video stream's play space. * Text overlay ads can help you raise awareness of your brand and engage viewers through video content, a highly popular form of web content.

Question 183

A set of prominence metrics. Prominence metrics, give you a sense for your ads’ location on the page.

Answer 183

top and absolute top metrics Search absolute top impression rate “Impr. (Abs. Top) %” and Search top impression rate “Impr. (Top) %” tell you the location of your ads on the Search engine result pages (SERPs). Note: Impression share for Hotel campaigns is calculated on where your ad appears in the Hotel ads booking module. Learn more about impression share for Hotel campaigns Search absolute top impression share (Search abs. top IS) and Search top impression share (Search top IS) help you understand if there is any possibility for your ads to reach the top (anywhere above the organic search results) and absolute top (the very first ad above the organic search results) of the Search engine result pages (SERPs). Unlike average position, these metrics don’t reflect the order of your ads compared to other ads, but the actual location of your ads on the SERPs. Metrics about the location of your ads You can use these metrics to understand changes in click-through rate (CTR) caused by a change in the location of your ads on the search result page. We don’t recommend you use these metrics as a target to set your bids because, sometimes, they may decrease as bids increase. This happens as higher bids may allow you to enter more competitive auctions in a worse location. Search top impression rate Search top impression rate “Impr. (Top) %” is the percent of your ad impressions that are shown anywhere above the organic search results. Search top impression rate = Impressions on top/Impressions Search absolute top impression rate Search absolute top impression rate “Impr. (Abs.Top) %” is the percent of your ad impressions that are shown as the very first ad above the organic search results. Search absolute top impression rate = Impressions on the absolute top/Impressions Metrics you can bid on to improve the location of your ads You can use these metrics as a target to set your bid if you want to increase the percentage of your ads that either show at the top or absolute top of search results page. Search absolute top impression share Search absolute top impression share “Search abs. top IS” is the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location. Absolute top impression share = Impressions on absolute top/eligible impressions on top Search top impression share Search top impression share “Search top IS” is the impressions you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location. Search top impression share = Impressions on top/eligible impressions on top Search lost absolute top impression share (budget) Search lost absolute top impression share (budget) estimates how often your ad wasn’t the very first ad above the organic search results due to a low budget. Search lost top impression share (budget) Search lost top impression share (budget) helps you to understand how often your ad didn't show anywhere above the organic search results due to a low budget. Search lost absolute top impression share (rank) Search lost absolute top impression share (rank) estimates how often your ad wasn’t the very first ad above the organic search results due to poor Ad Rank. Search lost top impression share (rank) Search lost top impression share (rank) estimates how often your ad didn't show anywhere above the organic search results due to poor Ad Rank.

Question 184

The bid you likely need to set for your ad to be shown among the ads at the top of the first page of search results.

Answer 184

Top of page bid estimate * This estimate approximates what cost-per-click (CPC) bid is needed for your ad to show on the top of the first page of search results when a search query exactly matches your keyword. Your ad can still appear if your bid does not meet this estimate, but it's less likely to appear on the top of the first page of search results. * The estimate is based on each keyword's **Quality Score** and competition from other advertisers. If your top of page bid estimate is very high, it may mean that your keyword's Quality Score is poor and could be improved. * To see top of page bid estimates for your keywords, find the "Est. top of page bid" column on the Keywords page. * The estimate isn't a guarantee -- on occasion your ad may not make it to the first page, even when you meet the top of page bid estimate.

Question 185

Where you put tracking information.

Answer 185

Tracking template * You can use **URL parameters** to customize your final URL. When an ad is clicked, the information is used to create your landing page URL. * A tracking template at the ad group, campaign, or account level applies to all of the ads in the corresponding ad group, campaign, or account. * If you define multiple tracking templates at different levels, the most specific template is used. * The keyword tracking template is the most specific followed by the ad, ad group, campaign, then account. * You can view which tracking template is applied in the "Tracking template source" column. * With **parallel trackin**g, use of HTTP in this field can disrupt your click measurement/redirect systems: * While we don't have control over the subsequent redirects, Google Ads will always use HTTPS for the first tracking call if it's not entered as such. * All subsequent redirect URLs need to be HTTPS. The redirects also need to be server-side.

Question 186

These ads give YouTube viewers the ability to choose which video ads they want to watch and when – meaning you won’t pay for unwanted views.

Answer 186

TrueView video ad formats There are two types of TrueView ads (known as formats): * **In-stream ads** run before, during, or after videos on YouTube or on video partner sites and apps. They give viewers the option to skip the ad after 5 seconds. These ads help you drive awareness for your brand and products while people are watching a video. * **Video discovery** **ads** appear in places where viewers discover content, like on YouTube search results, next to related videos, and on the YouTube mobile homepage. They invite people to click on a thumbnail to watch your video ad and help surface your videos to an interested audience. You can create TrueView ads in Google Ads using the “Video” campaign type. How you're charged With TrueView in-stream ads, you pay when a viewer watches 30 seconds of your video (or the duration if it's shorter than 30 seconds) or interacts with your video, whichever comes first. With TrueView video discovery ads, you pay when someone clicks on your ad to watch the video. This means that you will only pay when someone chooses to engage with your ad.

Question 187

A status given to ads that are being reviewed to ensure they are safe, appropriate, and comply with **advertising policies**.

Answer 187

Under review * We review most ads within one business day, though some complex reviews may take longer. If your ad is under review for longer than one full business day, **contact us.** Google reserves the right to prioritize reviews to ensure the overall stability of system operations.

Question 188

Measures the total number of people who were shown an ad.

Answer 188

Unique Reach * These metrics go beyond basic cookie measurement to help you understand how many people saw your ad across different devices, formats, sites, apps, and networks. * For example, if someone sees your ad on their mobile, their desktop, and their tablet, your ad will receive three impressions but Unique Reach can tell you that each of those impressions came from a single user (your ad reached a single user three different times). Unique Reach metrics include: * Unique users * Avg. impr. freq. per user (frequency)

Question 189

The location of a webpage or file on the Internet.

Answer 189

URL * Some of Google's URLs include *www.google.com, adwords.googleblog.com*, and *http://www.google.com/intl/en/privacy*. * Just as buildings and houses have a street address, webpages also have unique addresses to help people locate them. On the Internet, these addresses are called URLs (Uniform Resource Locators). * A webpage's URL—such as *http://support.google.com/google-ads*—is made up of a **domain name** (here it's "google"), a domain category (".com"), and sometimes other elements like a subdomain ("support") and path ("/google-ads"). * For each of your ads, you specify a **display URL** that's shown with your ad as well as a **final URL** that determines where people are taken when they click your ad. * To find a webpage's URL, look in the address bar near the top of your Internet browser.

Question 190

A way to pass information about a click through its URL.

Answer 190

URL parameter * You can insert URL parameters into your URLs so that your URLs track information about a click. URL parameters are made of a key and a value separated by an equals sign (=) and joined by an ampersand (&). The first parameter always comes after a question mark in a URL. For example, http://example.com?product=1234&utm\_source=google There are two types of URL parameters that you can use in your ad’s tracking template or custom parameter: 1. **Content-modifying parameters** pass information to the landing page and are required to be set in the final URL exclusively. For example http://example.com?productid=1234 would send someone directly to product 1234’s page on your website. 2. **Tracking parameters** pass information about the click for your account, campaign, or ad group in the tracking template. There are two types of tracking parameters: * **Custom parameters** represent an advertiser-defined value that can be set in the tracking template. For example, you could define{\_campaign}=branding or {\_campaign}=leads in your campaign's custom parameters and set your account tracking template to {lpurl}?source\_campaign={\_campaign} Learn more * **ValueTrack parameters** represent the value in a URL parameter (e.g. the “{network}” in the URL parameter “network={network}”). The {network} parameter will record the network the click came from (Search Network or Display Network) in your ad's landing page URL. Learn more **URL parameters with anchors and AJAX fragments** Whether you are using the final URL, tracking template, or other URL parameter for tracking, it's important to note the impact anchors (#) and AJAX fragments (#!) have on your URLs. If you use an anchor or AJAX fragment in your final URL and your tracking template appends extra parameters to the end of the final URL, then you must put all the tracking parameters in your final URL. Ideally, these parameters would be behind an {ignore} tag in your final URL. Any time you use the {ignore} parameter in a final URL that contains a # or #! during crawls, Google Ads will consider everything between the {ignore} parameter and the # or #! as tracking information. **Example** Final URL: http://site.com?{ignore}param=1&tracking=1&device={device}#anchor Tracking Template: http://redirect.com?url={unescapedlpurl}

Question 191

An identifier by which an advertiser chooses to identify a user visiting their website.

Answer 191

User id

Question 192

A website that shows streaming video content and that usually has a strong focus on video content and video sharing.

Answer 192

Video publisher * Video publisher websites are partner sites within the Google **Display Network**. YouTube is an example of a video publisher site. * Your text, image, and video ads can appear on these sites and sometimes even within the video content on the sites. * You should target your ads to video publisher sites and placements if your business goal is social or media branding.

Question 193

A ratio showing the number of paid views of a video ad to the number of impressions.

Answer 193

View rate * For example, if you had 5 views and 1000 impressions, then your view rate would be 0.5%. Here's how it's calculated: (image) * View rate is similar to click-through rate (CTR), but instead of measuring clicks, it counts people who viewed your video ad after seeing it on YouTube or the Display Network. * You can use View rate to track the value of your video campaigns on YouTube and the Display Network.

Question 194

The period of time after an impression during which a view-through conversion will be recorded.

Answer 194

View-through conversion window * View-through conversions occur after an ad impression, if the user doesn’t interact with the ad, then later converts. * You can set your view-through conversion window when you create or edit conversion actions. For example, if you pick 30 days for a conversion action, then view-through conversions that happen within 30 days after an impression are tracked. A longer view-through conversion window will usually increase the number of view-through conversions Google Ads records.