Lexique Google Ads - Bofu Agence Marketing Web

Google Ads Glossary

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To understand how Google Ads work, you must also have a certain knowledge of all the terms found on the platform, here is a short glossary to teach you more about them.


Conversions are the actions counted in your campaign. For example, a completed form, a call, a purchase... At Bofu, it is essential to put in place all the necessary tools for monitoring data and conversions from the first weeks. By tracking conversions, we can quickly understand what's working and what's not working in your marketing campaigns, allowing you to optimize your campaigns and maximize return on investment (ROI).


CPA (cost per action or conversion)

CPA is the total cost divided by the total number of conversions. This gives you a good idea of ​​the average cost of a conversion.



Impressions are how often your ad is shown. Which means that every time your ad is shown, an impression is counted.



Corresponds to the number of clicks on your ad divided by the number of times it was displayed (impressions). When your CTR is high it indicates that users consider your ads to be useful and relevant.


Average CPC (PPC in English)

Average cost per click is the total cost of clicks divided by the total number of clicks, so it's the amount you're charged for each click.


Daily Budget

This is the daily average amount for each campaign. It indicates the approximate amount you want to spend daily, we say approximate because if the keywords of your campaign are not searched and the campaign is not broadcast, the budget will not be spent.


When we do a search on Google we write a query in the search field, then Google offers us a series of results corresponding to the intention. Keywords are words or expressions that correspond to what an Internet user is looking for, this is why the choice of good relevant keywords is essential, our service or product must respond to their query as much as possible to be relevant and convert.

Excluded Keywords

Keywords you don't want your ads to show for.

Excluded keywords can be in the form of 3 match options -Broad match marketing agency : excludes keywords that are “related to” the excluded keyword, but which do not necessarily contain them.

-Exact phrase “marketing agency” : excludes searches that include the meaning of your keyword.

-Exact keyword [marketing agency] : excludes exactly the keyword integrated in the campaign, or a very, very close variant (the most precise option).

Landing page

This is the page on your website that people will be redirected to after clicking on your ad. Landing page experience is one of the factors in determining the Quality Score of a keyword, so make sure you optimize your landing pages to engage searchers and be relevant.


Audience on Google Ads can be adjusted based on who they are, their interests and habits, what they're actively searching for, or how they interact with your business. You can use the audience for remarketing (displaying your campaigns to consumers who have previously visited your site).

Components (Ad Extensions)


Ad extensions allow you to complete your ad with additional information: Site link, Call, Company name, Company logo, Price…

Display campaign

Display ads that appear on websites , mobile apps, and videos.

Search campaign (Search)

Ads that appear at the top or bottom of Google search results. For this type of campaign, Google Ads users who search for a specific keyword on the search engine such as: Marketing agency and who are located in the territory we have targeted will see the campaign like here

marketing agency

Max performance campaign

Max Performance allows you to complement your campaigns to help you increase your number of conversions on ALL Google channels (YouTube, Display Network, Search Network, Discover, Gmail, Maps, etc.)

max performance

If you need a certified Google Ads expert or would like to make a free 30-minute appointment to discuss your marketing, your business objectives & your projects, do not hesitate to contact us as soon as possible. NOW.

Search engine advertising

Google Ads

Optimize your search engine campaigns with our agency specializing in Google Ads. We offer comprehensive services including search advertising (PPC), where we adjust your campaigns according to your budget and precisely target your audience.

Our display advertising uses innovative banners to build brand awareness, while our Shopping and YouTube video campaigns increase clicks and conversions. We also integrate ads from local apps and services for specific targeting. Our approach combines different methods to maximize your visibility and ROI at each stage of the customer journey, ensuring an effective presence on various online platforms.