Google Ads terms: C 15 terms, defined.

A phone number shown with the ad, which people can tap to call without visiting the site. Essential for businesses that sell by phone.

A short line of text shown under a search ad, such as 'Free returns' or 'Open on Sundays'. It adds information at no extra cost per click.

The level of a Google Ads account that holds the budget, the bid strategy, the networks, the locations and the languages. Ad groups and ads sit inside it.

Google Ads' record of every change made to the account: who made it, when, and the values before and after. It shows changes made by people, by Google's automation and by tools.

Clicks divided by impressions: the share of people who saw an ad and clicked it. Compare CTR within a campaign type, because Search, Shopping and Display have very different normal ranges.

Searches Google treats as the same as a keyword: plurals, misspellings, abbreviations and same-meaning phrasings. Keywords match close variants. Negative keywords do not, so plurals and synonyms need their own negative.

An action you count as a result of an ad: a purchase, a lead form, a call, a sign-up or a store visit. What you count is what Smart Bidding learns to buy.

One definition of a conversion in Google Ads, with its source, its counting, its value and its window. Primary actions steer bidding. Secondary actions are only reported.

The time between a click and the conversion it leads to. Google Ads reports conversions on the date of the click, so recent days keep gaining conversions as the lag plays out.

Conversions divided by clicks. It also decides how many clicks a keyword needs before zero conversions means something: the lower the rate, the more clicks.

What a conversion is worth, sent with it or set as a default. If every action uses a default, conversion value is just a count, and any ROAS built on it measures nothing.

How long after a click a conversion can still be counted for it, from 1 to 90 days. The default is 30 days for clicks.

Cost divided by conversions: what one result costs. Google calls it cost per action, and its column is Cost / conv. Compare it with what a result is worth to you, not with an industry average.

What you pay when someone clicks an ad. In the auction, you usually pay less than your maximum bid: just enough to beat the next ad's rank.

A campaign setting that tells Google to bid more for new customers than for existing ones, or to bid only for new customers. It needs a way to tell them apart, such as a customer list.