Google Ads terms: M 6 terms, defined.
The words of Google Ads, defined the way someone running an account needs them, with a link to the check, guide or tool that goes deeper.
Manager account (MCC)
A Google Ads account that holds other accounts, used by agencies and large advertisers to manage many accounts from one login. It cannot run ads itself.
Manager account (MCC): Go deeperMatch type
How closely a search must match a keyword for the ad to show: broad, phrase or exact. Negative keywords have their own match types and do not cover close variants.
Match type: Go deeperMaximize clicks
A bid strategy that buys as many clicks as the budget allows. It suits a campaign whose job is traffic, not an account that needs sales or calls.
Maximize clicks: Go deeperMaximize conversion value
A Smart Bidding strategy that aims for the most conversion value within the budget. Target ROAS is a separate strategy since June 2026. It needs real values on conversions to work.
Maximize conversion value: Go deeperMaximize conversions
A Smart Bidding strategy that aims for the most conversions within the budget. Target CPA is a separate strategy since June 2026. It is the usual starting point for a new campaign.
Maximize conversions: Go deeperMerchant Center
Google's tool for product data. It holds the product feed that Shopping and Performance Max ads are built from, with each product's status and warnings.
Merchant Center: Go deeperPut Oppy to work on your account.
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