The Unlimate list of Google Adwords Glossary Term

Google Adwords Glossaray

Without wasting any time here I am listing down the complete Google Adwords Glossary.

Google Ads Terminology starting for letter A

Active View: 

Google use Active view to determine whether your Youtube ad or display ad is viewable to potential users. A display ad is considered viewable if 50% of the creative is shown for at least 1 second whereas video ad is considered as viewable if 50% of the video ad is shown while video is playing. 

You can check Active view reports at campaign, Ad group, and Ad level. To check Active view Report click on Column, from drop down menu select modify Column.  You will get a pop-up, select Performance (Active View) and add the column which you want to check.

Actual cost-per-click (CPC): 

Actual CPC is the amount you actually pay for the click. At the time of creating  campaign you set maximum CPC you want to pay for one click but Google mostly charge you lesser amount for click. You only pay is what required to hold your ad position.

Ad delivery method: 

You can set the Ad delivery method while creating the campaign in Google Adwords. You can set Ad delivery method either to Standard or Accelerated. In case of standard method your budget will be used to serve your ad throughout the day whereas if you choose to use Accelerated method then your ad will be served more quickly.

Ad extensions: 

Extensions allow to add additional information to your Ad which will increase the chances that user will click on your ad. You don’t have to pay any extra amount to use ad extensions. Google will charge you in the similar way. Currently available Ad extensions are: Sitelinks, Location, Call extension, App Extension, Review Extension, Callout Extension, Structure Snippet extensions. I will cover details on extension in other article.

Ad group: 

Next comes Ad group which is the core part of Google Adwords campaign. Ad group is made out of set of keywords & Ads. Advertiser controls their bid and check keywords performance in respective Ad group. Google Adwords allows you to create upto 20,000 ad groups in one campaign.

Ad position: 

The order in which your ad appears on search page in relation to other ads. If you are seeing ad position ”1” in your report it means your ad is the first ad on the page.

Ad Preview and Diagnosis: 

You can use Ad Preview and Diagnosis to see the preview of your ad. You will also get to know the reason of not showing ad so you can rectify that. This is just a preview and original result could be different from this but you must not miss this tool.

Ad Rank: 

This is the formula which Google Adwords use to calculate the Ad position. Ad Rank is calculated on the basis of your bid & quality score of your keyword. Formula for Ad Rank is Bid * Quality Score.

Ad relevance: 

Next in Google Adwords Glossary is Ad relevance which shows, how closely your keyword is related to your ads. Google Adwords gives three status against each keyword: below average, average and above average. Average & above average indicates that keyword is related to the ads. If you are getting below average status against any keyword it means your ad copy and keyword is not related to each other hence campaign required optimization.

Ad status: 

Ad status shows you whether your ad is eligible to run or not. Mostly you will find under review, Eligible & Approved status. To check the status navigate to ad tab and hover your mouse on speech bubble this will show you a pop up with your ad status.

Adwords Editor: 

Adwords editor is a free software from Google which is used for bulk changes in your campaign. You can create new campaign / ad groups / ad copy, edit existing campaign / ad groups / ads. Download Adwords Editor here.

Adwords Label: 

Using adwords label you can organize your campaign, ad groups, ads & keywords in a meaningful order for faster and easier access to reports.


Auction is a process which decides whether your ad is eligible to appear on the search query and on which position it will show on the page. To win in ad auction your should create high quality ads and bid more than your competitors. With a great ad copy and landing page you can also win in ad auction at lower CPC. We will discuss this in a separate article.


By default Auto tagging is disabled in your adwords account. You can turn on Auto tagging by navigating to account setting and then look for “tracking” section. Auto tagging append a parameter (gclid) to the URL which Google Adwords use to get data associated with the click such as search query, CPC, from which campaign / ad group that ad was triggered etc.

Automated rules: 

You can use Automated rules to automatically make changes to bid, budget, ad status etc. If you are planning to go on holiday then this feature will take care of your campaign performance. Using this feature you can change budget on certain day of week, pause any keywords which is not performing well, change CPC according to keywords performance etc. You can create automated rules by click on “automate” button on campaign, ad group or ad tabs in your adwords account.

Automatic placements: 

Automatic placement term is used in display network. It means location such as websites, videos, apps where your ad can display based on the targeting method selected in your campaign.

Average cost-per-click (Avg. CPC): 

Avg. CPC (Average Cost-Per-Click) amount you paid for one click on your ad. This is calculated by dividing the total cost by total clicks.

Average position (Avg. Pos.): 

Average position describes how your ad is rank against your competitors. This gives you an idea at which location your ad appears most of the time. It could any number starting from 1 but there is no defined last position. If your average position is between 1-8 it means your ad appears on first page, 9-16 means your ad appears on second page and so on.

PPC Terminology starting from letter B


Maximum amount you are willing to pay for a click, for per thousand impression, CPA etc. How Google will charge you completely depends on the objective selected for campaign. 

Bid Adjustment:

A specific Percentage of change in default bid. You can adjust bid for Device, Location, Keywords, Placements, Ad schedule level. This give you more control on how, when and where you want to spend. 

For example, If you want to spend less in night you can reduce your bid by specific percentage at schedule level. Another use case, you might be getting less conversion for any specific state/city henceYou can reduce the bid for that specific state/city.

Below First Page Bid:

You may have seen this alert against some of your keyword. This tells you that the bid you have set for the keyword is less than from the bid required to appear your ad on first page for that specific keyword.

Bid Strategy:

Google Adwords offers multiple bid strategy based on your campaign goal. Depending on whether you want to pay for clicks, conversion, impression or views you can set your bid strategy as CPC, CPA, CPM etc.

Broad Match:

A keyword match type to trigger the ad with related keyword. You should use broad keyword only if you need to cover the broad range of audience. While using Broad match keyword always use negative keyword accordingly otherwise you ad may trigger for irrelevant search query too.

Broad Match Modifier:

Broad match modifier is another keyword match type. It allows you to specify any specific word in your targeted keyword. You can specify the word by adding “+” sign before the word. 


A setting which allows you to tell Google Adwords how much you want to spend on any campaign. But on any given day if Google algorithm thinks that there are still potential for more conversion then they may spend 20% more than your budget. Google Adwords will not spend more than 30.4 times than your allocated budget in any month.

Google Adwords terms Starting from letter C

Call Extension

Call extension is one of the most useful extension you have to use in your Ad. You can add your phone number to the ad. When call extensions shows up in ad, people can directly click on it to call you on the given number. 

This gives you an opportunity to directly engage with your customer over phone through Google Ads. Since you are directly talking to your customer so chances of conversion is also higher. 

Click on the call extensions is same as the click on your ad and Google will charge you for that click as well.

Callout Extensions

Callout extension is another extra space Google gives to show your offering to the target audience. You should show unique offering in callout extension such as 24 hr. customer service, Free shipping. 

2-6 callout extension show in addition to your ad on both desktop and mobile. However, callout extension shows in a different way on mobile on the desktop. On the desktop, callout extension is separated by “dots” and listed in single line whereas on mobile and tablet it wraps in paragraph form. 

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