Maximize Conversions is a Google Ads Smart Bidding strategy that sets a bid in each eligible auction to get the most tracked conversions while spending the campaign's average daily budget. Google's Maximize conversions article requires conversion tracking. The strategy follows the primary conversion actions you configure, so lead quality must
A Facebook Ads frequency cap limits how often Meta should deliver an ad to the same person during a defined period. Meta currently documents the control for awareness campaigns that use the Maximize reach of ads performance goal. It is not a setting that appears in every campaign objective or
Frequency capping is a delivery control that limits impressions or views from a defined scope during a stated window. Frequency in marketing covers the broader measurement topic. Here, the focus is choosing a cap, understanding where it applies, and evaluating the result. Caps should vary with audience size, flight length,
eCPM (effective cost per mille) is advertising revenue for every 1,000 ad impressions. Publishers use it to compare placements and demand sources when some ads pay by impression, some by click, and others by a different pricing model. Track eCPM next to ad inventory and ad exchange reports inside paid
Cost per click (CPC) is the amount an advertiser pays when someone clicks an ad in a pay-per-click auction. Average CPC for a period is spend divided by clicks. Unlike CPM, you are charged on the click, not the impression. That makes CPC a traffic cost, not a business outcome.
Clickthrough rate (CTR) in Google Ads is clicks divided by impressions. Google's definition uses 5 clicks and 100 impressions as 5%. Improving Search CTR starts with the queries that earned the impression, then the ad group, the responsive search ad, assets, and where the ad sat on the page. Do
A bid adjustment is a percentage increase or decrease that can change how often Google Ads shows in a context you name: device, location, schedule, audience, demographics, or call interactions. It is separate from Quality Score and Smart Bidding. In paid search and other eligible Google Ads campaigns, check both
Behavioral targeting selects ads using observed actions, such as site visits, app events, searches, or purchases, rather than the page topic alone. The signal is only useful when you can name where it came from, whether it may be used for ads, how recent it is, and when it expires.
Click-through rate (CTR) is clicks divided by impressions. Google Ads writes it as clicks ÷ impressions and illustrates 5 clicks from 100 impressions as 5%. Marketers use CTR to see whether an ad, listing, or email earned a response relative to how often it was shown. It is a doorway
A banner ad is a rectangular display unit placed on a website or app to promote a brand, product, or service. It usually links to a landing page. It is one display advertising format. Native units, video, and responsive display ads share some buying paths and do not behave like
Ad skipping is a viewer using an available skip control. It is not the same as leaving playback, a TrueView view, a completion, or a paid view. Tracking retention near the skip point helps teams judge the opening of a skippable in-stream unit. Bumper ads and other non-skippable formats have
An ad exchange is a marketplace for buying and selling digital ad impressions through software. Advertisers reach it through a demand-side platform (DSP). Publishers offer supply through a supply-side platform (SSP) or the exchange itself. Real-time bidding (RTB) prices many of those impressions. It is not the only path, and
A/B testing compares Variant A with Variant B under a written plan so a team can keep, ship, or reject a change. Split eligible units at random. Measure one primary outcome. Ignore early charts until the stopping rule is met. Use it inside conversion rate optimization when a specific page,
Incremental cost per click (iCPC) is a derived planning ratio: added spend divided by added clicks between two explicitly named scenarios. It is not a native Google Ads column. Average CPC is total click cost divided by total clicks. Actual CPC is the amount charged for one click. iCPC asks