Google Ads Terminology & Metrics Review

A comprehensive set of question-and-answer flashcards covering Google Ads acronyms, performance metrics, competitive metrics, keyword targeting, and ad content specifics.

In Google Ads, what does the acronym PPC stand for?

Pay Per Click

What type of Google Ads unit is abbreviated as PLA?

Product Listing Ad

In digital marketing, what does SEM refer to?

Search Engine Marketing (also called Paid Search)

What does SEO stand for?

Search Engine Optimization (organic search results)

Within search marketing, what is a SERP?

Search Engine Results Page

In audience strategy, what is meant by Prospecting?

Targeting new audiences who have not engaged before

What does Retargeting mean in Google Ads?

Serving ads to people who have already visited your site or app

In Google Ads reporting, what is an Impression?

A single view of your ad

How is Reach defined in Google Ads?

The number of unique people who saw your ad

What does Frequency measure?

How many times, on average, each person saw your ad

What metric is abbreviated CVR?

Conversion Rate

What does CTR stand for?

Click-Through Rate

CPC represents which cost metric?

Cost Per Click

What does CPM measure in advertising?

Cost Per Thousand impressions (M = 1,000)

If an advertiser mentions ROAS, what are they referring to?

Return On Ad Spend

What financial metric does ROI stand for?

Return On Investment

In competitive metrics, what is Impression Share?

The percentage of total possible impressions your ad actually received

What factor determines an ad’s position and eligibility on the SERP?

Ad Rank

What does Impression Share Lost due to Budget indicate?

The percentage of impressions missed because the budget was too low

What does Impression Share Lost due to Rank represent?

The percentage of impressions missed because the ad’s rank was too low

Which keyword match type triggers ads for related phrases and misspellings?

Broad Match

Which match type shows ads when the exact phrase, with possible words before or after, is searched?

Phrase Match

Which match type limits serving to the exact search query only?

Exact Match

What are Negative Keywords used for?

To exclude specific terms so ads don’t show on unwanted searches

In a Google text ad, what is the maximum character count for a Headline?

30 characters

What is the character limit for a Description line in a Google text ad?

90 characters

What does UTM stand for in tracking links?

Urchin Tracking Module

In Google Ads, what is a Landing Page?

The webpage users arrive on after clicking an ad

What are Ad Assets (formerly extensions)?

Additional pieces of information—such as sitelinks or callouts—attached to an ad to enhance visibility