15 Acronyms You Should Know About Google Ads (Formerly known as Google AdWords)

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Understanding the terminology of Google Ads (Formerly known as Google AdWords) can be pretty intimidating. Here’s our list so you can know your CPA from your CPC.

Google Search Network (GSN) – is a group of search-related websites or apps where your ads can appear. When you advertise on the Google Search Network, your ad can show next to search results when someone searches with terms related to one of your keywords.

Google Display Network (GDN) – The Display Network is a collection of websites — including specific Google websites like Google Finance, Gmail, Blogger, and YouTube — that show Google Ads. This network also includes mobile sites and apps.

Search Network with Display Select (SNDS) – G SN campaign with a GDN aspect that will spend budget that the system does not think the account will spend on the GSN, on the GDN.

YouTube (YT) – You can show tailored ads to millions of viewers across YouTube and video partner sites, based on their past interactions with your videos or YouTube channel.

Cost-per-click (CPC) – Definition – Cost-per-click (CPC) bidding means that you pay for each click on your ads. 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).

Clickthrough rate (CTR) – A ratio showing clicking how often people who see your ad end up clicking it. 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 expressed as a percentage (clicks ÷ impressions = CTR).

Conversion Rate (CR) – # of clicks that resulted in a desired action (conversion) divided by the total number of clicks.

Enhanced CPC (ECPC) – An optional feature that can help you get more value from your ad budget. It raises your bids in situations that seem more likely to lead to a sale or other conversion on your website, and lowers your bids for situations that seem less likely to lead to a conversion.

  • ECPC raises your bid by up to 30% (after applying any bid adjustments you’ve set) or lowers it by as much as 100% each time your ad is eligible to appear, based on how likely that click is to lead to a conversion.
  • ECPC modifies 50% of your traffic initially, and then moves that percentage up or down based on how it is performing.
  • ECPC can help you get more conversions while maintaining or reducing your cost per conversion.

About Target CPA bidding – Target CPA is an automated bid strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. Target CPA is available as either a standard strategy or as a portfolio strategy. This article explain how Target CPA bidding works and what it’s settings are.

Cost-per-view (CPV) –  Cost-per-view (CPV) bidding is the default way to set the price you’ll pay for your TrueView video ads (when created with Google Ads). With CPV bidding, you’ll pay for video views and other video interactions (such as clicks on the call-to-action overlays (CTAs), cards, and companion banners), whichever comes first.

  • With traditional online text ads or image ads, customers on the web may see your ad, read its text, and click your URL to go directly to your site. This type of interaction doesn’t take interactive content like video ads into account.
  • With video ads reporting, you can evaluate how engaged viewers are with your content, where they choose to watch your videos, and when they drop off from watching your content.

Average Order of Value (AOV) – ­ The value of a typical client’s transaction.

Return on Ad Spend (ROAS) ­- Revenue generated from advertising, minus the cost of the advertising.

Cost Per Mille (CPM) – ­ GDN bidding strategy where client pays $X per 1000 impressions.

Remarketing List for Search Ads ( RLSA) ­- Remarketing on the GSN

Product Listing Ads (PLAs) –­ Product Listing Ads allow you to include an image, title, price, and your store or business name inside your ads, without the need for you to create unique ads for each product you sell.

Here’s what Product Listing Ad search results might look like after a Google search for “fish bowl”:

 Product Listing Ads

The information in your ad comes from the product data you provide us in your Merchant Center account. You can also opt into other Google services, like Merchant Promotions and Trusted Stores, to enhance your ads in other ways.

Marwick Marketing makes it easy to get the most from your advertising buck with mobile-optimized landing pages and lead nurturing tools. If you’re looking for Google Ads management, reach out to us today!

Christian Thomson

Christian is a British-born entrepreneur and founder of Marwick. For over 19 years, Christian has successfully helped businesses excel in digital marketing. Founded in 2012, Marwick has grown from a start-up to the 11th Fastest Growing Company in Canada in 2020 and expanded into the UK in 2019.

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