Google Ads terms: T 4 terms, defined.

A bid target for the average cost per conversion. Set it near what the campaign achieves, once it has enough conversions to learn from.

A bid strategy that aims to show ads on a chosen share of searches, or at the top of the page. Often used for brand campaigns.

A bid target for the average return on ad spend. It is only right against your margin: below the break-even ROAS, sales lose money.

A URL template that adds tracking parameters to the landing page address when someone clicks, set at account, campaign, ad group or ad level.