Google AdWords Terminologies, Introduction and Importance

Google Adwords

“The Google AdWords is a tool to Advertise in the Sponsored Links section which appears on the top of search engine results page. It helps in to boost website traffic and sales Instantly.”

Concept behind Google AdWords?

It has a simple rule and lots of associated algorithms which helps google to post ads. You can keep a track of your Ads Performance from Analytics Platform.

The maximum you bid and higher the quality score is the better your Ad rank position and performance is: Maximum Bid X Quality Score = Ad Rank Position.

Terms you must know before initiating with AdWords Campaign:

What is keywords?

keyword is a words used in the content. It is word that makes it possible for the end users to find your content in search engine.

There are 4 types of keywords match types, keyword match types help control which searches on Google can trigger your ad.

  • Broad match: It is the default match type of the keywords. Ads displayed with misspellings, synonyms, related searches. This type is best for collecting keyword searches, keyword insights, and it helps us to know about the choices and preferences of the audience.
  • Negative match: It excludes your ads from appearing on searches with particular defined term. So if you’re a florist owner that doesn’t sell handmade flowers, then you can add a negative keyword, designated with a minus sign (-handmade flowers) to avoid getting clicks from unwanted audience.
  • Broad match modifier: It is almost like Broad Match and it shows ads only to the specific target audience. Eg: when the words designated with a plus sign (+handmade flowers) or synonyms are searched on the search engine only then the Ad is displayed.
  • Phrase match: The Ads may display to those searches that matches with a phrase, or is similar to the searched phrase, with addition of words.

Ads will not appear in three cases:

  • If the phrase is broken.
  • If the phrase has some new word in the middle of the phrase.
  • If the phrase is designated is with quotation marks. Eg: ("handmade flowers").
  • If the phrase words are swapped with each other. Eg: "handmade paper flowers" or "flower handmade"
  • Exact match: The Ads may display on searches that matches with the exact term or are close variations of searched term. Close variations here may also include a reordering of words if it doesn’t change the meaning, and the addition or removal of function words (prepositions, conjunctions, articles, and other words that don’t impact the intent of a search). Designated with brackets, the keyword [handmade flowers] could show when someone searches on Google for “hats for women.”

What is Google Adwords campaign?

A set of ad groups (ads, keywords, and bids) that share budget, target location, and related settings makes a Google AdWords Campaign. These are often used to systematically categories the brand features that you offer.

  • Your AdWords account can have one or many Ad Campaigns running at same time.
  • Each Ad Campaign is consists of one or more Ad Groups.
  • You can set the campaign level includes budget, language, and location.
  • You can target different location setting up new campaign on same time

The Science of Clicks in AdWords:

  • When someone clicks on the blue headline of a text Ad, AdWords count that as a click.
  • A click is counted even if the person doesn't visit to your website. As a result, you may notice a difference between total clicks on the advertisement and total visitors on the website.
  • In AdWord Account Statistics, you'll see the clickthrough rate (CTR), which shows the metric of how many clicks, impressions and how closely it matches with targeting audience search.
  • High CTR means your ads are liked by your target audience. To increase your clicks through rate, start with writing creative text ads and based on keywords to make Ads relevant and compelling to the target audience.

How much should be the Daily Budget in Adwords?

  • You must set an average daily budget for each AdWords campaign.
  • According to budget, the system display ads the assigned budget limit is reached.
  • When the budget is reached, your ads will disappear from the search engine for the day.
  • You can also find out the number of times about your ad is shown from looking at the Delivery option.
  • It is possible that sometimes you get charge less and other times you get charged higher than your daily average budget.
  • You can decide to spend your daily budget as per choice, you can anytime stop, start or pause the active Ad Campaign.
  • You can choose to run your Ad a little longer on days popular days or weekends.
  • You can spend 2X of your daily budget but on other days your budget will be capped at a lower amount to make up for the previous transaction. This process is called Over Delivery.
  • For campaigns that are paused or doesn't run daily, may see a little difference in average daily budgets and total charges at the end of the month.

What is Google Adwords Dashboard?

A summary of your account’s Ads performance. Dashboards displays the statistics of your Ad performance in the form of charts, metrics and much more. The data report share with you the real time statistics of:

  • Total Impressions on your Ads.
  • Total Clicks on your Ads.
  • Total Conversions till date.
  • Total Leads generated so far.
  • You can decide to spend your daily budget as per choice, you can anytime stop, start or pause the active Ad Campaign.

What is an Ad Group?

An Ad Group contains one or more ads which target a shared set of keywords. An Ad Group contains Ad Copies, Keywords, Ad Extensions and Landing Page. Each Ad Groups has their own keywords so don't use all keywords in single Ad Group.

  • Each of your campaigns is made up of one or more Ad Groups.
  • Use AdGroups to organize your Ads with a common theme.

What is Ad Copies?

Ad Copy is a term that refers to the clickable advertisement.
There are 3 types of Ad Copy:

  • Text Ad Copy
  • Video Ad Copy
  • Image Ad Copy

What is Display URL in Adwords?

The webpage address that appears with your ad, most of the time shown in green text.

  • Display URLs give people an idea of website and redirection destination the Ad Click.
  • The landing page that you define with final URL generally are specific. Eg: if your display URL is, your final URL might be

What is Final URL in Adwords?

The URL address of the page in your website that people reach to when they Click on Ad is known as Final URL.

What is Impressions in Adwords?

An impression is counted each time Ad is shown on a search result page.

  • It's counted as one impression if the Ad shows on Google’s display or search network.
  • In some cases, only a section of your ad may be shown as sometimes it shows just the text or sometimes it shows text as well as image.
  • When someone search using Google Instant, an impression can be counted.

Max CPC Bid:

A bid that you set to determine the highest amount to pay for a click on your Ad.

  • The maximum cost-per-click bid (or "max. CPC") that you set will only cost you every time someone clicks on the Ad. For Instance, you set $5 max CPC bid on your targeted keyword, it means you will never pay more than $5 for each click on your ads made on your ads.
  • A well written ads with higher bid helps your ad to achieve higher position on search engine result page.

There are two types of Bidding:

Manual Bidding: Google Adwords let you choose your bid amounts everytime you set up new campaign. Best option to bid on each keywords either you can set maximum CPC for each individual ad groups

Automatic Bidding: Google AdWords automatically adjusts your max CPC bids on your behalf when you leave Max CPC section empty, Automatic bidding aims to gives you maximum clicks within your budget.

What is Quality Score in Adwords?

Quality Score is an estimation of the quality of your ads, keywords, and landing pages. Higher quality Ads results in lower price value and better Ad positions.

  • Quality Score is from scale of 1-10. Its components like expected click through rate, Ad relevance, and Landing Page is experienced in your keywords “Status” column.
  • The more accurate your ads and landing pages are to the user, the more likely it is to see higher Quality Scores.
  • Quality Score is an aggregated estimate of your overall performance in Ad auctions, and is not used at auction time to determine Ad Rank.

How to check relevance in AdWords?

Relevance means to have a direct connection with the searched word and keyword.

  • The Ads must have keywords same as the content on website landing page.
  • A crafted targeted Ad, focused keywords, and beautifully designed Landing Page helps Ads to achieve ranking in 1st page of google with comparatively less CPC.
  • To encourage you to create relevant Ad Campaigns that accurately represent your products or services, the AdWords pricing system is partly based on relevance.
  • Relevancy is measured based on the Ads quality. If Ads quality is great somewhere around 7/10 or above then the results will get quality score. Higher the quality of score you get, the lesser you will be charged on cost per click.

Benefits of Google AdWords are as follows:

  • Business gets a global recognition: Whether you’re looking to attract new website visitors, grow online sales, or get customers calls Google AdWords can help you instantly.
  • Connect with customers across the web: You can reach to customers on relevant websites across the web. A wide range of options let you target as per the website type, audience types or remarket, when and where it matters.
  • Measurable, Accountable, and Flexible: Google AdWords shows real time statistics of people noticed your Ads, how many percentage of people have clicked on your website, or called you. With the tracking tools, you can even see the actual sales your website is generating as a direct result of your Ads.
  • Ads Instant Insights: You can track your Ads performance anytime by logging into your Google AdWords account. To save your time, You can also schedule for monthly summary.
  • You can Stop, Start, Pause, Test: You can change your ads, try new search terms, pause your campaigns and restart whenever you feel like, for free.
  • Advertise locally or globally: Target your ads to customers in certain countries, regions or cities – or within a set distance from your business .
  • Reach the right people at the right time: Your business gets found by people on Google precisely when they're searching for the things you offer.
  • Reach your customers on every they use: In this tech world, you need to advertise on every device your customers using – desktop, laptop, tablet and mobile. Thus Adwords is highly responsive and displays Ads in all the internet devices.


Google Adwords is one of the biggest Ad Network on the Internet. It gives the Ads Creator so many varieties of options to create its Ad in the most attractive form with no minimum budget. The Ad Campaign can be extremely targeted, highly flexible in terms of start or stop of the Ads Display and can be traced with the real time progress of the paid campaign.

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Madhuranjan Kumar

Madhuranjan Kumar
Whether you’re a current or future business superstar, I can help you get exactly where you want to go as quickly, easily and powerfully as YOU want – with guaranteed massive results both short-term and long-term.

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