TABLE OF CONTENTS
- Account & Access Entities
1.1 Google Ads Account
1.2 Account ID
1.3 Account-Level Settings
1.4 Manager Account (MCC)
1.5 Linked Accounts
1.6 User Access - Campaign Structure
2.1 Campaign
2.2 Search Campaign
2.3 Display Campaign
2.4 Video Campaign
2.5 Shopping Campaign
2.6 Performance Max Campaign
2.7 Demand Gen Campaign - Ad Group & Asset Structure
3.1 Ad Group
3.2 Asset Group
3.3 Ad - Ad Formats
4.1 Responsive Search Ad (RSA)
4.2 Responsive Display Ad
4.3 Video Ad
4.4 Shopping Product Ad
4.5 Lead Form Ad - Keywords & Search Logic
5.1 Keyword
5.2 Broad Match
5.3 Phrase Match
5.4 Exact Match
5.5 Negative Keyword
5.6 Search Term - Audiences & Targeting
6.1 Audience
6.2 In-Market Audience
6.3 Remarketing Audience
6.4 Customer Match
6.5 Custom Audience
6.6 Location Targeting - Bidding & Budgeting
7.1 Bid
7.2 Cost-Per-Click (CPC)
7.3 Cost-Per-Acquisition (CPA)
7.4 Return on Ad Spend (ROAS)
7.5 Target CPA
7.6 Target ROAS
7.7 Daily Budget - Metrics & Performance
8.1 Impressions
8.2 Clicks
8.3 CTR
8.4 Conversions
8.5 Conversion Rate
8.6 Quality Score - Assets (Extensions)
9.1 Sitelink Asset
9.2 Callout Asset
9.3 Structured Snippet Asset
9.4 Call Asset
9.5 Promotion Asset - Conversions & Attribution
10.1 Conversion Action
10.2 Primary Conversion
10.3 Secondary Conversion
10.4 Data-Driven Attribution - Automation & AI
11.1 Smart Bidding
11.2 Auction-Time Bidding
11.3 Auto-Applied Recommendations
11.4 Ad Strength - Policies & Compliance
12.1 Ad Policy
12.2 Disapproved Ad
12.3 Restricted Content
1. ACCOUNT & ACCESS ENTITIES
1.1 Google Ads Account
The main container holding all advertising activity and billing.
Example: A sportswear brand runs all shoe, jersey, and fitness apparel ads under one Google Ads account.
1.2 Account ID
A unique 10-digit number identifying the Google Ads account.
Example: Google support references Account ID 321-654-9870 for billing verification.
1.3 Account-Level Settings
Global configurations affecting all campaigns.
Example: Conversion tracking is enabled for purchases across all sports apparel campaigns.
1.4 Manager Account (MCC)
A master account used to manage multiple Google Ads accounts.
Example: An agency manages separate running, football, and gym wear brands under one MCC.
1.5 Linked Accounts
External platforms connected to Google Ads.
Example: Google Merchant Center is linked to run Shopping ads for sports shoes.
1.6 User Access
Defines what actions a user can take.
Example: A marketing assistant has Standard access but cannot edit billing.
2. CAMPAIGN STRUCTURE
2.1 Campaign
Top-level structure defining goal, budget, and targeting.
Example: A “UK Search – Sports Shoes” campaign targets online shoe buyers.
2.2 Search Campaign
Text ads triggered by search queries.
Example: Ads show when users search “buy running shoes online”.
2.3 Display Campaign
Visual ads across websites and apps.
Example: Banner ads appear on fitness blogs and sports news sites.
2.4 Video Campaign
Video ads shown on YouTube.
Example: A 15-second football boot ad plays before match highlights.
2.5 Shopping Campaign
Product-based ads using Merchant Center.
Example: Nike training shoes with prices appear in Google Shopping.
2.6 Performance Max Campaign
AI-driven campaign covering all Google channels.
Example: One Performance Max campaign sells shoes, jerseys, and gymwear across Search, YouTube, and Display.
2.7 Demand Gen Campaign
Visual campaigns designed to create demand.
Example: Lifestyle images of athletes appear in YouTube Shorts feed.
3. AD GROUP & ASSET STRUCTURE
3.1 Ad Group
Sub-level grouping within a campaign.
Example: One ad group targets “men’s running shoes”.
3.2 Asset Group
Creative container inside Performance Max.
Example: An asset group promotes “Summer Gymwear Collection”.
3.3 Ad
The promotional message shown to users.
Example: “High-Performance Sportswear – Free UK Delivery”.
4. AD FORMATS
4.1 Responsive Search Ad (RSA)
Google dynamically combines headlines and descriptions.
Example: Headlines rotate between “Buy Running Shoes” and “Lightweight Sports Trainers”.
4.2 Responsive Display Ad
Automatically adapts to placements.
Example: One gymwear ad fits banner, square, and native layouts.
4.3 Video Ad
Promotional video format.
Example: A slow-motion sprint video highlights breathable apparel.
4.4 Shopping Product Ad
Product image ad with price and brand.
Example: “Men’s Training Shorts – £24.99”.
4.5 Lead Form Ad
Collects user data directly from ads.
Example: Users sign up for exclusive sportswear discounts.
5. KEYWORDS & SEARCH LOGIC
5.1 Keyword
Term triggering ads in search.
Example: Keyword = “men’s running shoes”.
5.2 Broad Match
Matches searches by meaning and intent.
Example: “sports shoes” matches “best trainers for gym”.
5.3 Phrase Match
Matches searches containing keyword meaning.
Example: “football boots” matches “cheap football boots UK”.
5.4 Exact Match
Matches same-intent searches.
Example: [buy gym shorts] triggers for “buy gym shorts”.
5.5 Negative Keyword
Blocks irrelevant searches.
Example: Adding “free” blocks “free sports shoes”.
5.6 Search Term
Actual user query.
Example: “breathable gym t-shirts”.
6. AUDIENCES & TARGETING
6.1 Audience
Group of users based on behavior or interest.
Example: Fitness enthusiasts and athletes.
6.2 In-Market Audience
Users actively planning a purchase.
Example: Athletic Apparel Shoppers.
6.3 Remarketing Audience
Past website visitors.
Example: Users who viewed shoes but did not buy.
6.4 Customer Match
Audience from first-party data.
Example: Past customers receive new season launches.
6.5 Custom Audience
Built using competitor searches or URLs.
Example: Users searching Adidas or Puma trainers.
6.6 Location Targeting
Targets specific regions.
Example: Ads shown only in the UK and Ireland.
7. BIDDING & BUDGETING
7.1 Bid
Maximum amount paid per click or conversion.
Example: £1.50 bid for running shoe keywords.
7.2 Cost-Per-Click (CPC)
Cost paid for one click.
Example: Each click costs £0.95.
7.3 Cost-Per-Acquisition (CPA)
Cost to generate one sale.
Example: £22 per sportswear order.
7.4 Return on Ad Spend (ROAS)
Revenue divided by ad spend.
Example: £6 revenue for every £1 spent equals 600 percent ROAS.
7.5 Target CPA
Automated CPA goal.
Example: Google aims for £25 per order.
7.6 Target ROAS
Automated revenue goal.
Example: Target 700 percent ROAS on Shopping ads.
7.7 Daily Budget
Average daily spend.
Example: £150 per day for sports shoe campaigns.
8. METRICS & PERFORMANCE
8.1 Impressions
Number of ad views.
Example: Ads shown 50,000 times during a sale.
8.2 Clicks
Number of ad clicks.
Example: 2,500 clicks from fitness searches.
8.3 Click-Through Rate (CTR)
Clicks divided by impressions.
Example: 5 percent CTR on gymwear ads.
8.4 Conversions
Completed valuable actions.
Example: Purchase of a football jersey.
8.5 Conversion Rate
Conversions divided by clicks.
Example: 250 orders from 2,500 clicks equals 10 percent.
8.6 Quality Score
Google’s relevance rating.
Example: Score of 9 improves ad visibility.
9. ASSETS (EXTENSIONS)
9.1 Sitelink Asset
Additional links under ads.
Example: Running Shoes, Gymwear, Football Kits.
9.2 Callout Asset
Short benefit statements.
Example: Free Returns, Official Brands.
9.3 Structured Snippet Asset
Predefined feature listings.
Example: Categories include Shoes, Jerseys, and Gymwear.
9.4 Call Asset
Clickable phone number.
Example: Customers call for size availability.
9.5 Promotion Asset
Highlights discounts.
Example: Summer Sale – Up to 30 percent off.
10. CONVERSIONS & ATTRIBUTION
10.1 Conversion Action
Tracked business action.
Example: Completed checkout purchase.
10.2 Primary Conversion
Used for bidding optimization.
Example: Sports apparel purchase.
10.3 Secondary Conversion
Tracked but not optimized.
Example: Email newsletter signup.
10.4 Data-Driven Attribution
AI-based conversion credit.
Example: Credit shared between Search and YouTube ads.
11. AUTOMATION & AI
11.1 Smart Bidding
AI-driven bid optimization.
Example: Google bids higher for repeat sports buyers.
11.2 Auction-Time Bidding
Real-time bid adjustment.
Example: Higher bids during evening gym hours.
11.3 Auto-Applied Recommendations
Google applies optimizations automatically.
Example: New shoe-related keywords added automatically.
11.4 Ad Strength
Creative quality indicator.
Example: Excellent strength for dynamic shoe ads.
12. POLICIES & COMPLIANCE
12.1 Ad Policy
Rules governing ad content.
Example: Claims like “best shoes in the world” get disapproved.
12.2 Disapproved Ad
Ad rejected by Google.
Example: Missing return policy on landing page.
12.3 Restricted Content
Ads allowed with conditions.
Example: Endorsement claims require verification.