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
Conversion tracking records a defined business action and associates it with campaigns and channels under each platform's rules. It connects spend to observed events through tags, pixels, and event tracking. Use it with conversion rate analysis and marketing attribution inside conversion rate optimization work. Assigned conversions are not incrementality. Start
CPM (cost per mille) is what you pay for one thousand ad impressions. Compute it as media spend divided by impressions, times 1,000. Advertisers use it to compare the cost of delivery on paid media across Display, video, Connected TV (CTV), and social, including Facebook and Google buys. CPM measures
Quality Score is a keyword-level diagnostic in Google Ads Search campaigns. Google scores it from 1 to 10 and breaks it into expected clickthrough rate, ad relevance, and landing page experience. Google Ads Help is explicit: Quality Score is not a key performance indicator, should not be optimized or aggregated,
Geo-targeting in PPC is the campaign setting that decides which estimated locations may see your ads. Advertisers can choose countries, regions, cities, postal codes, or a radius. Intent in the query is not the same as presence on the map. Connect this work to geofencing (a boundary plus a time
Expanded Text Ads (ETAs) are a retired Google Search text format with three headline fields and two description fields. Google's About expanded text ads article states that starting June 30, 2022, you can no longer create or edit expanded text ads. Existing ETAs can continue to serve, remain in reports,
An exact match keyword is a Google Ads setting that can show ads on searches with the same meaning or same intent as the keyword, including close variants. Syntax is square brackets, such as . Exact match is the narrowest of the three match types. It is not literal-character-only matching,
What is cost per acquisition? Cost per acquisition (CPA) is selected marketing cost divided by the number of defined acquisitions in the same period. Google Ads defines cost per action as marketing cost divided by actions, and its glossary defines CPA as total cost divided by total conversions. Those conversions
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
Broad match is the Google Ads keyword match type that can show ads on searches related to your keyword, including searches that do not contain the keyword's direct meaning. It is the default. It is also the widest of the three match types. It is not a synonym list, and
Click fraud is intentional invalid clicking on ads. Budget defense starts one layer earlier: unusual behavior, then invalid traffic, then a confirmed pattern. Google's definition of invalid traffic is traffic that does not represent genuine interest, including bots, accidental clicks, deceptive placements, and real people who click without genuine interest.
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
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
Google Ads assets are the extra content that can appear with an ad: sitelinks, call buttons, location details, prices, promotions, lead forms, and more. Google's current name is assets. Older Help and reports still say extensions. The objects are the same class of add-ons. Headlines and descriptions are assets too.
Ad attribution modeling assigns conversion credit across recorded ad and marketing interactions using a rule or algorithm. It helps teams compare how channels were allocated credit before a defined outcome. It does not reconstruct a perfect customer history, and changing the model does not improve ROI by itself. Keep three
Ad Rank is Google Ads' auction-time calculation of whether an ad may show and where it ranks among eligible ads. It is not a stored 1-to-10 score. Google does not publish a numeric equation. Do not write bid times Quality Score as the current formula. Write the next paid search
A Google Ads impression is counted each time an ad appears on a Google search result page or another site in the Google Network. Impressions show delivery. They do not, by themselves, prove that someone noticed the ad, clicked it, or completed a valuable action. When impressions are unexpectedly low,
Ad copy is the written text inside a paid advertisement. On Google Search, that text is assembled from responsive search ad headlines, descriptions, and display paths. See also Google Ads Help. On Meta Feed, it is the primary text, headline, description, and call-to-action button documented in the Facebook Feed ads
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