To understand how Google Ads works, you also need to have some knowledge of all the terms found on the platform. Here is a small glossary to help you learn more about them.
Conversions
Conversions are the actions recorded in your campaign. For example, a completed form, a call, a purchase... At Bofu, it's essential to implement all the necessary tools fordata and conversion tracking from the very first weeks. By tracking conversions, we can quickly understand what's working and what's not in your marketing campaigns, allowing you to optimize your campaigns and maximize your 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
Impressions are the frequency with which your ad is shown. This means that each time your ad is shown, an impression is counted.
CTR
This is the number of clicks on your ad divided by the number of times it was displayed (impressions). A high CTR indicates that users find your ads useful and relevant.
Average CPC (PPC in English)
The average cost per click is the total cost of clicks divided by the total number of clicks, so it's the amount you are charged for each click.
Daily budget
This is the average daily amount for each campaign. It indicates the approximate amount you want to spend daily. We mention approximate because if your campaign's keywords aren't searched for and the campaign isn't running, the budget won't be spent.
Keywords
When we do a Google search, we type a query in the search box, and Google then offers us a series of results that match our intent. Keywords are words or phrases that correspond to what a user is looking for, which is why choosing the right, relevant keywords is essential. Our service or product must respond as closely as possible to their query to be relevant and convert.
Excluded Keywords
The keywords you do not want your ads to show for.
Excluded keywords can be in the form of 3 matching options -Broad match marketing agency : excludes keywords that are "related to" the excluded keyword, but do not necessarily contain it.
-Exact phrase “marketing agency” : excludes searches that include the meaning of your keyword.
-Exact keyword [marketing agency] : excludes exactly the keyword integrated into the campaign, or a very very close variation (the most precise option).
Landing Page
This is the page on your website that people will be directed to after clicking on your ad. Landing page experience is one of the factors that determine a keyword's Quality Score, so be sure to optimize your landing pages to be engaging and relevant.
Audience
Audiences on Google Ads can be tailored 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 audiences for remarketing (showing your campaigns to consumers who have previously visited your site).
Components (Ad Extensions)
Ad extensions allow you to supplement your ad with additional information: Website link, Call, Company name, Company logo, Price…
Display Campaign
Display ads that appear on websites , mobile apps, and videos.
Search Campaign
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 as shown here.
Max Performance Campaign
Max Performance helps complement your campaigns to help you increase your conversions across ALL Google channels (YouTube, Display Network, Search Network, Discover, Gmail, Maps, etc.)
Want to maximize your advertising results with Google?
At Bofu, we help you design, manage, and optimize all types of Google Ads campaigns based on your business objectives. Discover our specialized services:
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Google Ads (SEM) advertising to build a complete and profitable strategy.
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Research campaigns to capture active purchase intentions.
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Display campaigns to expand your reach and strengthen your brand awareness.
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Shopping campaigns to boost your online sales with an optimized product feed.
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Performance Max , the automated solution that combines all Google channels for optimal ROAS.
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YouTube campaigns to inspire and trigger purchase intent through video.
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Discovery campaigns to reach new, high-potential audiences.
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Demand Generation campaigns to drive demand across the entire Google ecosystem.
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App campaigns to increase in-app installs and engagement.
Whatever your objective, we can help you structure effective campaigns adapted to your reality.
If you need a certified Google Ads expert or would like to schedule a free 30-minute appointment to discuss your marketing, business goals & projects, please contact us now.
