Google Ads terms: B 7 terms, defined.

The most you are willing to pay for a click, or the target a Smart Bidding strategy aims at. With Smart Bidding, Google sets a bid for each auction itself.

A percentage that raises or lowers bids for a device, location, schedule or audience. Smart Bidding sets its own bid per auction and ignores most of them, with two exceptions: a device set to −100%, and on Target CPA a device adjustment, which changes that device's target.

How a campaign sets its bids: by hand, or automatically toward a goal such as clicks, conversions, conversion value, a target CPA or a target ROAS. The strategy should match what the account is run for.

A campaign that bids on your own business name. Clicks are cheap because the ad is exactly what people searched for, and your ad usually takes the top slot, so a competitor's ad is not the first thing they see. Judge it apart from the rest, because brand converts far better.

A list of brands a Performance Max or Search campaign must not serve on. Used on Performance Max with your own brand, it keeps those searches in your brand Search campaign.

The return on ad spend at which a sale pays for its own advertising and nothing more. It equals 1 divided by the margin: at 25% margin, the break-even ROAS is 400%.

The widest keyword match type: ads can show on searches related to the keyword's meaning, even without its words. It needs negative keywords and, usually, Smart Bidding to stay on target.