Google Ads terms: S 10 terms, defined.

A campaign that shows text ads to people searching on Google, triggered by your keywords. By default it can also serve on Search Partners and the Display Network.

Sites outside Google that show Google search ads, such as other search engines and site search boxes. They are on by default and convert differently from Google Search.

What someone actually typed when your ad showed. The search terms report lists them, apart from rare searches Google hides for privacy.

A phrase you give a Performance Max asset group to say what it is for, in words. It guides which searches the campaign reaches.

A note to Smart Bidding that conversion rates will jump for a short, known period, such as a flash sale of a few days.

One budget used by several campaigns. Each campaign's limit becomes whatever the others left, so its impression share lost to budget also depends on the other campaigns.

A campaign that shows product ads with an image, a title and a price, built from your Merchant Center feed. Bids are set per product group.

An extra link under a search ad, to another page of your site, such as a category or contact page. It costs nothing extra and makes the ad larger.

Google's automated bid strategies that set a bid for each auction toward conversions or conversion value. They learn from what you count, so tracking must be right.

A line under a search ad listing values under a header, such as 'Brands: Bosch, Miele, Siemens'. It adds detail at no extra cost per click.